Kongregate shares key strategies to maximize ad revenue

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Ad Monetization
Ads Count, So Count Your Ads
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Tammy Levy
VP of Publishing

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Kongregate
Web Platform
100,000+ Uploaded Games
F2P Publisher
30+ Games
130M+ Downloads
Premium Publisher
Mobile, Steam and Consoles

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Different Ad Types
Banners

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Different Ad Types
Offerwall
Banners

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Different Ad Types
Interstitials
Offerwall
Banners

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Different Ad Types
Interstitials
Offerwall Rewarded Video
Banners

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Revenue Growth
Ad revenue growth hasn’t cannibalized IAP revenue
Growth
Deliberate ad management
Ads in all new games
No IAP cannibalization
Breakdown
Rewarded Video biggest market share
Offerwall for mid-core games
Ad revenue, 10 - 60% of total revenue
85%
IAP
Ads

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Key Metrics
What are the most important ad metrics?
Impressions
Number of ad views
Fill Rate
Percentage of
successful ad requests
eCPM
Revenue for every
thousand impressions

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Rewarded Video
3 Key Elements
Design
Maximize impressions
Diversify
Improve fill rate and eCPM
Manage
Maximize eCPMs

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Diversify
Ensure there is always an ad available

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Fill Rate
How many view requests are fulfilled?
45% - 60%
On a single network

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Increase ads available
More ads —> Higher fill rate
Players will always be able to watch an ad
Multiple Networks
Always integrate more than one ad network

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Ad Mediation
Integrate a single SDK, work with multiple networks
Mediation SDK
Single integration
Optimization
Unified reporting

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Fill Rate
How many view requests are fulfilled?
99.5%
With ad mediation

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Design
Ad placement and rewards matter

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> 50% of DAU
Mid-core games too!
Engagement Rate
Target KPIs
Maximize revenue potential
5 - 10 views per player
Too many adds will have diminishing returns
Ad Views

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Visual Design
Easy access to watch ads

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Multiple Placements
To entice different types of players
Welcome Back Main Multiplier
Free Gold
Adhoc

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Boost Engagement
With different rewards and placements

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Boost Engagement
With different rewards and placements
>60% Total
50% Main Multiplier
55% Adhoc Rewards

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Meaningful Rewards
Ads as part of the core-loop

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Meaningful Rewards
Additional ads for increasingly better rewards

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Delightful Fiction
“Advertising is the lifeblood of capitalism”

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Putting it Together
Burrito Bison: Launcha Libre

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Putting it Together
Burrito Bison: Launcha Libre

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Putting it Together
Burrito Bison: Launcha Libre

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Putting it Together
Burrito Bison: Launcha Libre

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Putting it Together
Burrito Bison: Launcha Libre

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Successful Ad Integration
Designed
Easy to access
Delightful fiction
Meaningful
Part of the core-loop
Rewards that matter
Varied
Multiple placements
Different rewards

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Manage
Don’t set and forget

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Mediation Challenges
Top eCPM network not being served first?
Highest eCPM is not prioritized
Doesn’t maximize revenue
]
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eCPM by Network

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Network Management
Manually prioritize high-value networks
]
]
Manual Priorities
Auto Optimization

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Highest eCPM manually prioritized
Overall eCPM increases by serving more
high-value impressions
0 5 10 15 20
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eCPM by Network
Network Management
Increased impression for network with top eCPM

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Remember
Ads are an easy win!

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Maximize Ad Revenue
3 Key Elements
Impressions
Integrated to the core-loop
Multiple placements
Meaningful rewards
Delightful fiction!
Fill Rate
Multiple networks
Ad mediation
eCPMs
Keep an eye on the networks

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Thank you
@KongregateDevs
blog.kongregate.com