The inspiring PGC London conference took place at the end of January with panel discussions around a lot of hot topics. Check-out what we’ve learned about mobile game monetization trends:
Rewarded Video will Continue to Grow
Rewarded Video is a growing format both in the supply side of mobile gaming as well as in the demand side. Also known as opt-in video ads, more and more brands are using them as they have the ability to capture the audience’s attention.
To make the most of your rewarded ads strategy as a publisher, make sure that the offers are limited. Otherwise you risk cannibalizing your IAP (in-app purchases) revenue. For this monetization trend, the consensus is to display 4 to 5 ads per user/per day.
Playable Ads are Getting More Attention
A recent survey conducted by AdColony pointed out that 46% of app publishers are more excited about playable ads. This ad type is quickly becoming a growing way of promoting games, after rewarded video.
Among the reasons for its success are: a high CTR (Click Through Rate), and players can test the mobile game before downloading it, ensuring that you get more loyal players.
It’s Time to Reconsider Your Reluctance to Advertising Competitors
When is comes to retention, avoiding certain competitors ads in your game is not going to stop players from finding new games. The ads are not going to make your players leave your game as long as it is still keeping them entertained. Monitor the eCPM and churn caused by a competitor advertiser.
If you want more information about this particular monetization trend, Finnish game studio Futureplay Games conducted A/B tests on rewarded video and found no measurable decrease in retention across a range of genres. So our advice is: give it a try!
More publishers will embrace Header Bidding
Header bidding has been a hot topic among mobile publishers as it can improve transparency and drive more ad revenue.
Our client, game studio Fanatee, experienced an immediate 40% ad revenue growth after implementing an advanced bidding strategy. According to their co-founder, Cesar Mufarej, publishers that use the traditional waterfall are leaving money on the table. We say: It’s time to rethink waterfall! (download the case study here).
2018 is shaping up to be a huge year for mobile game advertising! Keeping up with your revenue is also about saving time on reporting, and having access to the complete picture of your monetization efforts so you can understand your performance to better optimize results.
At Libring, we automate data collection and normalization for publishers to simplify the ad reporting process. Leading app and game companies around the world use the data provided by Libring to understand their performance and take action to drive more revenue. Find more about us here.