Home PC News In-app ads are not the Dark Side

In-app ads are not the Dark Side

This article is a part of a Gaming Insights collection in partnership with Facebook and VB Lab. 


Alongside the disruptions of 2020, players play on. And they proceed to have interaction with advertisements.

Industry knowledge more and more exhibits that advertisements complement in-app buy income with no damaging influence on retention or expertise. As a outcome, extra sport studios are integrating player-friendly advert codecs like rewarded video.

If you continue to see advertisements because the Dark Side of the cell sport expertise, then it’s time to reassess.

Here are explanation why in-app advertisements received’t harm your sport — and as a substitute, might spur the brand new income streams what you are promoting wants.

Rewarded video drives income and participant expertise — with out impacting IAP

In the previous, publishers and builders feared that in-app advertisements might cannibalize IAP income. In actuality, publishers discover that gamers who have interaction with in-app rewards after watching a rewarded video advert usually tend to make an in-app buy.

IDC experiences that rewarded video advertisements are significantly common amongst U.S. players — particularly, that 71% of hardcore cell players both like (41%) or are OK with (30%) rewarded video of their video games, as detailed within the weblog: Rewarded Video for the Win in Hardcore and Midcore Games.1

Ludia, a Montreal-based midcore writer, noticed this optimistic participant response to rewarded video of their titles Jurassic World: The Game and Dragons: The Rise of Berk, as famous on this case study.

“We’ve seen a jump in revenue when it comes to rewarded video; ad revenue increased 4x without having a negative impact on our IAP monetization strategy,” mentioned Rose Agozzino, Senior Marketing Specialist at Ludia.

Gogii Games, a New Brunswick-based indie video games writer, noticed a 2x enhance in income after implementing rewarded video — with out an influence on IAP gross sales, as famous on this Q&A. Players truly requested Gogii so as to add rewarded video to extra titles.

It’s clear that gamers like rewarded video advertisements. So if you happen to select not to maximise the income potential of your sport with advertisements, you might be ceding beneficial aggressive territory to those that have moved quicker.

Ads provide sustainable income streams — together with increased retention

The way forward for cell sport advert spend is promising. In a current forecast for U.S. cell advert spending, eMarketer predicts general gaming advert revenues to develop roughly 10% in 2020 to $3.61 billion, with the majority of this spending in cell, stating: “Most ads in games are for other games, so most gaming advertising avoided the worst effects of the lockdown, and in some cases, gained users and engagement.”2

Heading into 2020, 89% of the highest cell video games worldwide had put in an advert SDK to help monetization,3 in accordance with the report: Ad Monetization in Mobile Games: The Untapped Potential — a Facebook-commissioned report utilizing App Annie knowledge from the world’s high 1,000 gaming apps (March 2020).

According to the identical report, retention and engagement components held regular throughout cell video games that put in their first advert SDK in 2019, throughout genres and international locations. Specifically, cell video games that began with advert monetization continued to develop in downloads, month-to-month lively customers, and time spent in-app over the three months following SDK set up3. Some genres or sub-genres confirmed an particularly sturdy affinity between advertisements and engagement:

  • Casual: person periods practically doubled one month after advert SDK set up
  • Puzzle: 133% enhance in whole minutes and over 100% enhance in general periods three months after advert SDK set up
  • Simulation: 54% enhance in month-to-month lively customers three months after advert SDK set up3

We additionally heard from players on their response to in-app advertisements. In a web-based survey of 12,277 respondents throughout 11 international locations, 60% mentioned they’re pleased with an ad-supported sport mannequin and 24% have taken an motion immediately after viewing an in-game advert, in accordance with the Mobile Games Advertising 2020 Report by 2CV, commissioned by Facebook Audience Network (July 2020).4

Moving past myths — embracing the in-app advert alternative

As you propose your monetization technique and construct new video games, you possibly can depend on mounting proof that cell advert codecs like rewarded video can ship a fascinating participant expertise, together with the chance for brand new streams of income for what you are promoting. And bear in mind, the Dark Side is only a sensible piece of fiction from the thoughts of George Lucas.


For extra insights and suggestions to assist place your sport for progress — together with genre-specific greatest practices for integrating rewarded video in your sport — go to Facebook Audience Network’s Supercharge Your Game resource hub.

Nate Morgan is world gaming technique lead, Facebook Audience Network


1IDC, U.S. Mobile and Handheld Gamer Survey, 3Q19, February 2020.

2eMarketer, US Mobile Ad Spending Update Q3 2020, July 2020.

3Ad Monetization in Mobile Games: The Untapped Potential, App Annie (commissioned by Facebook Audience Network), March 2020 – a examine of the worldwide high 1,000 sport apps, averaged throughout iOS and Google Play, from January 1 by December 31, 2019.

4Mobile Games Advertising Report 2020, 2CV (commissioned by Facebook Audience Network), a qualitative and quantitative examine within the UK, US, FR, TK, BR, AR, JP, RU and VN between March to May 2020, July 2020


VB Lab Insights content material is created in collaboration with an organization that’s both paying for the submit or has a enterprise relationship with VentureBeat, they usually’re at all times clearly marked. Content produced by our editorial group is rarely influenced by advertisers or sponsors in any means. For extra data, contact gross [email protected]

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