A single app could reach one billion downloads: Disney

Disney Mobile’s US-based general manager, Bart Decrem, has said the race is on for a single app to hit one billion downloads, off the back of the Angry Birds phenomenon, which has notched up more than 500 million so far.

The runaway popularity of tablet and smartphone apps has triggered enormous interest from marketers and communications shops exploring how to tap the app bullrush. But Decrem issues caution.

“As audiences aggregate around entertainment platforms like YouTube or Facebook or Angry Birds or [Disney's] Where’s My Water, brands are going to want to be where the customers are. In this early stage, you see a lot of [brands] focusing on having their own app but more and more they will realise that it’s actually really hard to aggregate audiences that way.”

Decrem says brands are already investing in product placement-style deals with big game apps such as Angry Birds, Tap Tap Revenge and Food Ninja. Disney has just struck a deal with online shoe retailer Zappos, for its new, free 'lite' version of Where’s My Water in which the main character Swampy collects items which carry Zappos branding.

“It’s very soft product placement that feels right to the game and strengthens that sponsorship message. You’ll be seeing more of those interactive advertising campaigns. People do want to do brand marketing in this area and so they’re looking to partner up with powerful entertainment brands.”

Decrem says one billion downloads for a single app is not that far away. “Over the next couple of years somebody will build a game that reaches a billion people,” he said. 

This article first appeared in the 10 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.

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