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NextGen Ads:
A Tool For A Good Gaming
Experience
Casual Connect Amsterdam 2016
Intro - Busines Model Evolution
Premium Free-to-Play
+ Premium
Premium
+ Try Before You Buy
Before Now
Intro – The Free-to-Play Model
Paying Players
3%
Non-Paying
97%
DISTRIBUTION OF F2P PLAYERS
3% of a
Large user base
3% of a
Small user base
So, How to monetize the 97% ?
(if needed)
But what’s the matter with
Advertising ?
Most People
ADs
Why most people dislike Ads ?
IT IS INTRUSIVE
IT IS REPETITIVE
IT IS (Really) REPETITIVE
IT OFTEN MISMATCHES
THE GRAPHICAL THEME
OF YOUR APP
IT BREAKS THE
(GAME) FLOW
What has been done to improve
UX ?
- +
Banner Interstitial Interstitial
Install
Rewarded Video
UX
What’s the NextGen of Ads ?
The Rovio Example
The Zynga Example - Sponsored Play
Source: http://adage.com/article/digital/zynga-sell-sponsored-levels-created-house-agency/300825/
Pros & Cons
PROS
• Brillant Message Integration
• Good UX
• Good exposition of the brand
• Better KPI
CONS
• Costly to develop
• Requires constant prospection to
run campaigns
• Requires an international sales
force (hard to scale)
• Big company solution
Are there any affordable
solutions ?
Playtem SolutionGoogle Ad Mob Native
What are the rules to respect to
fully leverage NextGen ads ?
The Basic Rules for a better UX
• Present it as a message, not an AD !
• Blend it into the game environment !
• Make it (clearly) Skippable !
• Gift players !
Choose the right moment !
Integrate the message into your game flow.
Examples of moments:
Success Failure Narration Be Creative !
How to avoid repetitveness ?
Manage Campaign Display Frequency !
Campaign yeald wears out as the number of displays per player increases.
Player’s
Interest
= Ad
Yeald
Nb of displays / Player
A 1 A 2 A 3
B 1
How to increase the number of
campaigns ?
Tap into non-gaming Brands !
Don’t advertise always the same few games into your game.
Maintain:
• Player’s interest; and
• A high campaign yeald.
How to reach Brands easily ?
Go programmatic !
Publishers
- Game 1
- Game 2
- Game Nth
Advertisers
- Brand 1
- Brand 2
- Brand Nth
Media
Agencies
SSP DSP
Ad Exchange
RTB
Trading desk
Make it Scalable - Go programmatic !
DSP
DSP
DSP
DSP DSPDSP
DSP
DSP
SSP
Advantages of going programmatic
OPTIMIZED
CPM
20%
40%
60%
80%
100%
Optimized
Fill Rate
SUMMARY
• Present it as a message, not an AD !
• Blend it into the game environment !
• Make it (clearly) Skippable !
• Always Gift players !
• Choose the right moment of display
• Make it Scalable – Go programmatic !
• Manage Ad Campaign Refresh rate
• Bring fresh blood – Tap into non-gaming brands !

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