Fuse Powered has reached an unprecedented milestone: 300 million installs on the FuseBoxx platform! This marks a massive achievement for Fuse, and could not have been accomplished without our valued partners.
Mobile ads come in different forms, each offering their own unique ad experience. How do you know which types will be the most effective? When is the right time to introduce ads to your game’s lifecycle? The partner relations team tackles these questions and more this month.
Q: There’s more than one kind of mobile ad out there. What are some of the advantages of using different types (video, static, rich media)?
Rhett: Video ads give players a good idea of what they can expect from the game being advertised. This increases the player’s value to the advertiser because they have already expressed an investment in the game. Rich media ads take this a step further by allowing players to get a taste of the gameplay before downloading. Players who choose to install after seeing a rich media ad are much more heavily invested.
Evan: Different types of ads can serve to monetize players at different stages of play. A static interstitial deploys quickly, and can last only a second or two. They’re ideal for level-completion or other short breaks. Video and rich media ads lend themselves better to situations where the player has more attention to devote to the ad’s content, like rewarded impressions.
Chris: As a developer, your objective when choosing to utilize ads is to earn additional revenue. Video ads and rich media ads will usually give you the higher conversion rates when compared to interstitial or banners. Some ad types may not always work in a developer’s game. In those scenarios the developer is better off using interstitials to alleviate the time it takes between each stage in the game. It is good to utilize an ad network that is flexible in its capabilities to be able to fit the needs of the developer.
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.