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.
Successful In-Game Ads: The Secret Sauce for Monetization
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
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. AD REVENUE
“Quality” of your traffic
(clicks and installs)
Payout set by the apps
Impressions
(number of ad views)
we can influence this!
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
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. 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. 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
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. 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. 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. 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. 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. 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)
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. 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