Mobile Game Developers Battle For Christmas Dollars

       Silicon Valley - Spending on delivering mobile games to as many Christmas gift devices as possible, peaks globally during the holidays.  The emergence of a handful of dominant players has driven up costs per install (CPI), the cost the developer pays to let the gamer download the game.  Those companies with deeper pockets are focusing on brand building, making their product known.  Some companies like, Cambridge, Massachusetts-based Tap Lab, focus on holiday-themed content.  While, still others, such as Glu Mobile, are turning to new platforms.  A platform runs under the computers operating system and allows application (app) programs to run.  The costs of getting games in front of players is outpacing the ability of the mobile gaming market to keep them affordable for consumers, and profitable for the companies that develop these products.  The costs to acquire users will likely surpass any revenue earned over the holiday season.  This year, during the Christmas season, the CPI "will be about 4 bucks on average and that's twice of what the games will actually make", says Misha Lyalin CEO of mobile game company Zepto Lab.  Costs for the developers should stabilize after the Christmas holidays.  Sell also, www.onlinegaming.com.