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Successful In-Game Ads: The Secret Sauce for Monetization

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Successful In-Game Ads: The Secret Sauce for Monetization

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Through Kongregate's findings from effective in-game advertising, we’ll cover how to: track and optimize performance; engage as many players as possible; and give rewards that matter. Case studies from Adventure Capitalist, Bullet Boy, Epic Skater, and more will exemplify good and bad ad implementation. Learn how in-game ads can boost your revenue stream or even become your main source.

Through Kongregate's findings from effective in-game advertising, we’ll cover how to: track and optimize performance; engage as many players as possible; and give rewards that matter. Case studies from Adventure Capitalist, Bullet Boy, Epic Skater, and more will exemplify good and bad ad implementation. Learn how in-game ads can boost your revenue stream or even become your main source.

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Successful In-Game Ads: The Secret Sauce for Monetization

  1. 1. TA M M Y L E V Y D I R E C T O R O F P R O D U C T, M O B I L E K O N G R E G A T E S U C C E S S F U L I N - G A M E A D S T H E S E C R E T S A U C E F O R M O N E T I Z A T I O N A M S T E R D A M 2 0 1 6
  2. 2. OVERVIEW Who is Kongregate? 3 Case Studies Epic Skater Adventure Capitalist Bullet Boy Key Takeaways
  3. 3. KONGREGATE 20 games launched [65M Installs] Latest Game: Battlehand, Editor’s Choice 10 games with ads [40M Installs] 20% of mobile revenue in 2015 from ads
  4. 4. AD REVENUE “Quality” of your traffic (clicks and installs) Payout set by the apps Impressions (number of ad views) we can influence this!
  5. 5. AD TYPES Banners Offerwall Interstitials Rewarded Video (Opt-in)
  6. 6. Y O U R D A I LY F I L L - S U M M E R 2 0 1 4
  7. 7. LAUNCH Great Launch 2.5 M Installs #4 Best New Games Ads, Not So Great CTA wasn’t great Watch for coins Coins were not valuable No custom stats tracking
  8. 8. ADS REVAMPED Ads 1.5 Interstitials Ads 2.0 Skate Shop to spend coins Watch an ad to revive
  9. 9. REVENUE FROM ADS 35% 75% Ads 1.5 Ads 2.0
  10. 10. ARPDAU INCREASED IN-APP PURCHASES CONSTANT ADS ARPDAU QUADRUPLED REVENUE FROM ADS Ads 1.5 Ads 2.0
  11. 11. LESSONS Integrate ads into gameplay Prominent surfacing Meaningful rewards Integrate before launch! Don’t miss DAU peak
  12. 12. H Y P E R H I P P O F E B 1 8 T H 2 0 1 5
  13. 13. LAUNCH Launch Installs: 2.7 M #3 Best New Games Excellent ad design Video ad for 2x bonus on all investments Boost lasts 4hrs Max 5 ads per day Added custom stats tracking Measure performance Implement and track improvements
  14. 14. STATS E N G A G E M E N T W I T H A D S > 4 0 % O F D A U 3 A D S / P L AY E R / D AY R E V E N U E F R O M A D S 4 0 %
  15. 15. PAYER VS NON-PAYER I N - A P P P U R C H A S E S N O T C A N N I B A L I Z E D B Y A D S
  16. 16. W H Y D O E S I T W O R K S O W E L L ?
  17. 17. G O O D S U R FA C I N G P E R M A N E N T B U T T O N
  18. 18. BETTER SURFACING B I G G E R B U T T O N 1 0 % I N C R E A S E D A D E N G A G E M E N T +10%
  19. 19. M E A N I N G F U L R E WA R D S
  20. 20. D E L I G H T F U L F I C T I O N “ A D V E R T I S I N G I S T H E L I F E B L O O D O F C A P I TA L I S M ”
  21. 21. INTEGRAL PART OF LIVE OPS I N C O R P O R AT E A D S I N T O N E W C O N T E N T A N D E V E N T S
  22. 22. E V E N T S D R I V E H E AV Y A D E N G A G E M E N T INTEGRAL PART OF LIVE OPS
  23. 23. LESSONS Integrated Part of the core-loop Boost Players happily watch ads that help them 
 Good fiction Better UX → more interaction
  24. 24. P O M E L O G A M E S - S U M M E R 2 0 1 5
  25. 25. LAUNCH With interstitials too Multiple opportunities to watch ads Integrated into the core loop Help you progress Standardized custom stats tracking Optimize each title Compare stats across games
  26. 26. R E WA R D E D V I D E O WA T C H V I D E O T O R E V I V E – O N E P E R R U N
  27. 27. R E WA R D E D V I D E O F R E E P O W E R - U P O N T H E N E X T R U N
  28. 28. INTERSTITIAL P O P - U P E V E RY 4 D E AT H S WA S T H I S H U R T I N G R E T E N T I O N ? L O W E R E D F R E Q U E N C Y ( T O 6 D E AT H S ) N O C H A N G E I N R E T E N T I O N lowered frequency
  29. 29. STATS L A U N C H E D I T O R ’ S C H O I C E I N L ATA M C O U N T R I E S 1 . 8 M I N S TA L L S E N G A G E M E N T W I T H A D S 3 0 - 4 0 % O F D A U 5 A D S / P L AY E R / D AY R E V E N U E F R O M A D S 9 0 %
  30. 30. LESSONS Get Creative More ad opportunities are good Interstitials Don’t necessarily hurt retention Beware of poor UX (you do want to keep an eye on this)
  31. 31. CONCLUSION A L M O S T D O N E !
  32. 32. KEY TAKEAWAYS % of players engaging with ads # of ads watched per day Ad option per session Integrated to the core-loop Meaningful rewards Placement matters Positive experience Delightful fiction! MAXIMIZE DESIGN ADS INTO YOUR GAME
  33. 33. THAN YOU! WA N T M O R E D ATA ? V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M / B L O G WA N T T O W O R K W I T H U S ? V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M F O L L O W U S O N T W I T T E R @ K O N G R E G AT E D E V S

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