Content owners should develop direct relationships with telcos and OEMs to reach a wider mobile audience

Games developers are in a tricky position when it comes to mobile. 
While it is clearly one of the biggest growth areas for gaming, the lack of direct to consumer routes available mean that content owners are heavily reliant on marketplaces to distribute their apps. As a result, developers are limited to the restrictions of what they can and cannot access on consumers’ devices, which has potentially led to the quantitative, scatter-gun approach to consumer marketing which mobile gamin