Mobile gaming marketing is a different sort of beast altogether and often takes many forms. And while the main goal of many mobile gaming marketing campaigns is simply to generate an increase in player spending, some strategies focus on completely different goals, such as engaging users or increasing player retention. Overall, the mobile game marketing landscape is tricky, competitive and requires great strategizing. After all, the gamer audience comprises a wide range of consumer groups and demographics, so many facets of mobile game marketing must be developed to ensure an effective campaign. Adweek's Mobile Gaming category explores these unique marketing strategies and why a brand's understanding of its audience plays a critical role in a successful campaign.