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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 ...
OVERVIEW
Who is Kongregate?
3 Case Studies
Epic Skater
Adventure Capitalist
Bullet Boy
Key Takeaways
KONGREGATE
20 games launched [65M Installs]
Latest Game: Battlehand, Editor’s Choice
10 games with ads [40M Installs]
20% ...
AD REVENUE
“Quality” of your traffic
(clicks and installs)
Payout set by the apps
Impressions
(number of ad views)
we can ...
AD TYPES
Banners
Offerwall
Interstitials
Rewarded Video (Opt-in)
Y O U R D A I LY F I L L - S U M M E R 2 0 1 4
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 val...
ADS REVAMPED
Ads 1.5
Interstitials
Ads 2.0
Skate Shop to spend coins
Watch an ad to revive
REVENUE FROM ADS
35%
75% Ads 1.5
Ads 2.0
ARPDAU
INCREASED
IN-APP PURCHASES
CONSTANT
ADS ARPDAU
QUADRUPLED
REVENUE FROM ADS
Ads 1.5
Ads 2.0
LESSONS
Integrate ads into gameplay
Prominent surfacing
Meaningful rewards
Integrate before launch!
Don’t miss DAU peak
H Y P E R H I P P O F E B 1 8 T H 2 0 1 5
LAUNCH
Launch Installs: 2.7 M
#3 Best New Games
Excellent ad design
Video ad for 2x bonus on all investments
Boost lasts 4...
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 %
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
W H Y D O E S I T W O R K S O W E L L ?
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
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%
M E A N I N G F U L R E WA R D S
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 ”
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
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
LESSONS
Integrated
Part of the core-loop
Boost
Players happily watch ads that help them


Good fiction
Better UX → more in...
P O M E L O G A M E S - S U M M E R 2 0 1 5
LAUNCH
With interstitials too
Multiple opportunities to watch ads
Integrated into the core loop
Help you progress
Standard...
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
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
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 ...
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...
LESSONS
Get Creative
More ad opportunities are good
Interstitials
Don’t necessarily hurt retention
Beware of poor UX
(you ...
CONCLUSION
A L M O S T D O N E !
KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Me...
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...
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Successful In-Game Ads: The Secret Sauce for Monetization Slide 1 Successful In-Game Ads: The Secret Sauce for Monetization Slide 2 Successful In-Game Ads: The Secret Sauce for Monetization Slide 3 Successful In-Game Ads: The Secret Sauce for Monetization Slide 4 Successful In-Game Ads: The Secret Sauce for Monetization Slide 5 Successful In-Game Ads: The Secret Sauce for Monetization Slide 6 Successful In-Game Ads: The Secret Sauce for Monetization Slide 7 Successful In-Game Ads: The Secret Sauce for Monetization Slide 8 Successful In-Game Ads: The Secret Sauce for Monetization Slide 9 Successful In-Game Ads: The Secret Sauce for Monetization Slide 10 Successful In-Game Ads: The Secret Sauce for Monetization Slide 11 Successful In-Game Ads: The Secret Sauce for Monetization Slide 12 Successful In-Game Ads: The Secret Sauce for Monetization Slide 13 Successful In-Game Ads: The Secret Sauce for Monetization Slide 14 Successful In-Game Ads: The Secret Sauce for Monetization Slide 15 Successful In-Game Ads: The Secret Sauce for Monetization Slide 16 Successful In-Game Ads: The Secret Sauce for Monetization Slide 17 Successful In-Game Ads: The Secret Sauce for Monetization Slide 18 Successful In-Game Ads: The Secret Sauce for Monetization Slide 19 Successful In-Game Ads: The Secret Sauce for Monetization Slide 20 Successful In-Game Ads: The Secret Sauce for Monetization Slide 21 Successful In-Game Ads: The Secret Sauce for Monetization Slide 22 Successful In-Game Ads: The Secret Sauce for Monetization Slide 23 Successful In-Game Ads: The Secret Sauce for Monetization Slide 24 Successful In-Game Ads: The Secret Sauce for Monetization Slide 25 Successful In-Game Ads: The Secret Sauce for Monetization Slide 26 Successful In-Game Ads: The Secret Sauce for Monetization Slide 27 Successful In-Game Ads: The Secret Sauce for Monetization Slide 28 Successful In-Game Ads: The Secret Sauce for Monetization Slide 29 Successful In-Game Ads: The Secret Sauce for Monetization Slide 30 Successful In-Game Ads: The Secret Sauce for Monetization Slide 31 Successful In-Game Ads: The Secret Sauce for Monetization Slide 32 Successful In-Game Ads: The Secret Sauce for Monetization Slide 33
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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.

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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
  • jedorstar

    Nov. 2, 2017
  • MichaelBork1

    Feb. 23, 2016

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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