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How Mobile Games Can Monetize To Their Full Potential Pocket Gamer.biz

The importance of gaming audiences rivals even social media, and the largest and most diverse gaming audiences can be found on mobile.

Despite this, many advertisers are reluctant to invest in mobile games on a large scale due to brand security concerns. In-Play addresses many of their concerns by delivering verified, programmatic in-game ads that don’t interrupt play.

This allows Admix to launch mobile campaigns with familiar names such as Sky and Calvin Klein.

Chloe Cave, Director of Publisher Partnerships at Admix, and Natalia Pakhomova, Head of Partnerships, share their views on how game developers and publishers can use in-game monetization to get the most out of the game. unprecedented attention from brands to games.

PocketGamer.biz: What are the opportunities for developers and publishers with In-Play ads? Why should they take this seriously?

Natalia Pakhomova: In-Play ads put the player experience first. The In-Play format is generating excitement within the game developer community because we monetize gaming environments in a non-intrusive way. In-Play ads integrate naturally into the game and provide the user with a focused and real advertising experience. Our advertisements are displayed on virtual billboards, inside stadiums, 3D environments and many other objects inside the game, allowing the gameplay to unfold seamlessly.

In-Play ads don’t block any part of the screen unlike banners, and they don’t consume valuable session time like videos. As a result, developers get happy players and an additional revenue stream that adds value to their existing video and banner business. Our demand comes from thousands of advertisers who buy directly and programmatically.

3D Silver Race

Do you have any concrete examples of companies that have successfully implemented In-Play ads and the results they have achieved?

Natalia Pakhomova: Yes, hundreds of developers are serving In-Play ads with Admix, including Mamboo Games, TapNation, Sir Studios, Dodreams, Playducky, and many other successful developers.

In terms of results, developers tend to increase their average ad revenue per daily active user (ad ARPDAU) with Admix and diversify their revenue streams. For example, SirStudios sees an increase in advertising ARPDAU of up to 33% in level 1 markets with Admix.

Note that beyond the economic value, the value can also be aesthetic. For example, Dodreams has a racing arena in their Drive Ahead game! where they use billboards by design, as part of the game. They turned to Admix to fill those billboards with advertisements and so we helped them turn those billboards into a real source of income.

In response, the Dodreams team told us they were joking six years ago that it would be cool to have real ads on these billboards someday. And There you go !

In terms of results, developers tend to increase their average ad revenue per daily active user (ad ARPDAU) with Admix and diversify their revenue streams.

Natalia Pakhomova

Do attitudes towards In-Play ads vary by audience or region?

Natalia Pakhomova: The developers tell us that the attitude of gamers towards In-Play ads is positive across the board. Developers and gamers consider this format to be user friendly.

It matches the gameplay, it keeps the players in the game. The feeling and experience of the player is comparable to product placement in a movie.

Why has Admix taken a no-code approach to implementing In-Play ads, what results / feedback have you received from companies implementing the technology?

Natalia Pakhomova: Our goal was to lower the barrier of entry for game developers to benefit from In-Play advertising using our technology.

We have developed a no-code drag-and-drop solution to allow developers to implement Admix quickly and easily. We can work with developers on a managed and self-service basis.

The feedback we get from the developers is that the integration with us is straightforward and it gets them up and running and start generating additional revenue quickly.

Guess their answer

What are some typical questions and issues that developers and publishers ask you before they start implementing In-Play ads?

Natalia Pakhomova: Most publishers, especially the larger ones, tend to question us about the revenue opportunities and the robustness of our technology. As they dig deeper, they ask questions about our content and data management capabilities, such as ad filtering, age filtering, and consent management tools. We provide these features, they’re free, and they help developers get ahead with Admix.

The developers tell us that the attitude of gamers towards In-Play ads is positive across the board.

Natalia Pakhomova

How can developers and publishers get creative with In-Play ads? Should it be billboards and virtual “advertising space”?

Chloé Cave: There are absolutely no rules and letting your creativity run wild is the fun part. Developers can simply drag and drop an In-Play slot onto any object in the game scene.

Our editors have been creative. We have In-Play ads on an airship, on a hot air balloon, on a poster on a wall, on a TV screen, on a carpet on the floor and on top of a building … to name a few .

What kind of feedback have you received from companies that have introduced In-Play ads?

Chloé Cave: We have had a lot of positive feedback from our editors. The most common are that they like the fact that In-Play ads are immersive and non-intrusive, and that In-Play creates a significant new revenue stream without disturbing players.

They also see Admix as the basic infrastructure to connect brands and mobile games. We both have direct demand from our global sales teams and can scale with thousands of advertisers through our programmatic marketplace which brings strong CPMs and high fill rates.

Ultimate Motorcycle Simulator

What games and genres benefit the most from In-Play ads? Do they work in all genres?

Chloé Cave: Games with 3D scenes, such as city explorer, sports and racing games, can easily generate additional income by converting existing billboards to In-Play locations.

However, we are now seeing almost every genre embracing In-Play, from hyper-casual games like Guess Their Answer to music games like Hop Ball, and inactive games like Workout Master to simulation games like MiniCraft.

There are absolutely no rules and letting your creativity run wild is the fun part.

Chloe Cave

What is the place of In-Play ads in today’s monetization landscape? Do they work alongside other sources of income?

Chloé Cave: In-Play ads can be easily added to any existing monetization stack and live in harmony with other ad formats.

One of the reasons the format is so popular is that it’s a new source of additional revenue that doesn’t cannibalize existing IAP or ad revenue.

What are the other benefits of introducing In-Play ads?

Chloé Cave: In-Play Ads are proven to generate significant revenue and increase LTV (Lifetime Value). Based on this, they can play a strategic role in the monetization stack for publishers to create a better balance between player experience and ad revenue.

Ads in mobile games today are often forced, full screen, and up to 30 seconds. They may have caused a very frustrating experience for the player, as evidenced by the number of reviews on the platforms complaining about advertisements.

In-Play ads are the exact opposite of this. They are all aimed at protecting a player’s right to play. They never impact gameplay or interrupt the experience and add a sense of realism to a game.

Shift princess

What are the future developments for In-Play ads? What can developers expect?

Chloe and Natalia Pakhomova Cave: The best thing about In-Play is that it’s just getting started.

Over the next few months, Admix will launch exciting new formats that include 3D apparel and product placement, which will further enhance the monetization and advertising opportunities available to game developers and advertisers.

Admix’s long-term vision is to be the basic infrastructure for rewarding and empowering the creators of the Metaverse. Simply put, Admix has already started creating the building blocks to help “monetize the metaverse”.


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