Today at 3:30pm, catch Elizabeth Priestman and Jon Walsh deliver the highly anticipated talk on “The First 48 Hours”. Can the success of your newly released mobile game be predicted in the first few days? What sort of metrics should you be looking at?
Video ads can increase ad revenue in games without hurting the retention of gamers or the purchases they make, according to a study by ad mediation firm Fuse Powered.
Toronto-based Fuse Powered studied millions of ad impressions for games for 15 days prior to adding interstitial video ads (which run in the middle of a pause during a game) and 15 days after adding them. Fuse Powered said that these ads did not affect rates of retention and in-app purchases — something key the mobile gaming industry.
For free-to-play publishers, having a holistic, well planned strategy for monetizing players that includes both advertising and In App Purchases (IAP) is crucial given ever rising user acquisition costs.
When done well, in app purchases are made by an average of 2 percent to 3 percent of your players.
The 2 percent of paying players will still drive significant revenue; usually more than half of the total you can expect to generate, so getting IAPs right is critical.
Over the past couple of years, mobile advertising has evolved; developers and publishers need to put a lot of thought into where the ads are placed, who sees them, and how effective they’re going to be. Rhett, Evan, and Chris have answered some serious questions commonly asked regarding placing ads in your games and apps.
Q: Why is it so important to put thought into where you place an ad in a game? How does placement affect engagement?
Rhett: If ad placement is done correctly, engagement won’t be affected at all. As a developer, you should be looking to display ads at the points in your game where the user is at their lowest level of engagement. That’s why we often recommend putting an ad at the very start of a game session. The player hasn’t had a chance to enter the game’s engagement loop and is, therefore, much more likely to tap an ad.
Evan: As tablet games continue to approach levels of engagement on par with those fostered by PC and console titles, intelligent ad placement is going to be vital. Games like Hearthstone, Boom Beach, and Vainglory are carving out a hardcore tablet market that more publishers will be attracted to. If those publishers plan on monetizing that hardcore player base with ads, they’re going to need to be very graceful with when and where they choose to break game flow. Hardcore gamers are notoriously sensitive to interruption, and unless ads are placed at a natural exit point in gameplay, they’ll perform poorly.
Chris: Engagement is such a major part of monetizing your player; the longer the player spends in the application, the more time you have to try and convert them through IAPs or ads. Unlike a well-placed ad, a misplaced one can wreak havoc with the player experience and ruin engagement (or even worse, retention). The important thing to remember is to plan your placements at points in the gameplay where the players are not engrossed in the game experience. For example, the start of the session or when the player runs out of energy/lives/money. These are likely points where the players are not 100% engaged in the game experience.
Or How to Show Ads That People Don’t Hate (and that make more money)
Written by: Jon Walsh
Everybody hates ads right? Not exactly. Everybody hates ads that interrupt them at the wrong time with the wrong message. The worst thing you can do when showing a mobile ad in a game is interrupt a player’s flow. This is especially true if you’ve made a game that requires periods of intense focus. Just like you wouldn’t jump into the middle of a conversation, ad placement is about finding the ‘polite’ time to tap your players on the shoulder and tell them about something new. Keeping this in mind during your ad implementation will not only keep your players much happier, but will also greatly improve your bottom line. Here are three of the best places to show your players an ad.