Anchor Your Gaming Monetization Strategy Around These 4 Pillars Pocket Gamer.biz

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In this guest editorial, Tomas Cavanagh, Head of Strategic Partners, Meta Audience Network explores opportunities for developers and publishers to create more resilient and successful monetization models.

As consumer demand for mobile games continues, many game publishers are focusing on retaining and monetizing new players acquired during the pandemic.

According to Omdia’s 2021 Mobile Gaming Report for the first six months of 2021, mobile games generated $ 29.9 billion globally through user spending in the first half of 2021.1.

Along with this growth, we’re seeing monetization trends continue to evolve, as major publishers like Supersonic, Zynga, and Activision Blizzard Media show how to add new revenue streams – like in-app ads (IAA) and in-app purchases. (IAP) – in their games without interfering with the player‘s experience.

Whether you’re a newbie or a seasoned publisher, below you’ll find four key pillars around which the major mobile game publishers anchor their app monetization strategy.

1. Balance your monetization mix for long term success.

On the contrary, changes in the mobile ecosystem over the past year have accelerated the planned shift to hybrid monetization. We’ve seen this happen across genres and monetization models among our game publishers.

Supersonic previously relied solely on ad monetization, but now also included meta-features and in-app purchases.

We believe that ads can also be a way for players to test and try out rewards before making a purchase, thus increasing the IAP.

Clement Xue

Activision Blizzard Media and others have found that ad monetization complements IAP monetization. “We believe that ads can also be a way for players to test and try out rewards before making a purchase, thereby increasing the IAP,” said Clement Xue, media manager for Activision Blizzard.

Other IAP-heavy publishers like Ludia and Product Madness focus on integrating fundamentals like a balanced in-game economy to increase revenue and engagement for all players – not just a few payers.

In short, there are plenty of ways to diversify your game’s revenue streams while improving the player experience, as long as it’s built into the economy and the game’s growth plan.

2. Build monetization into your game from the start.

“Build, then monetize” is a thing of the past. Successful game publishers think about building in monetization from the start, and it pays off. We are seeing more creative uses of different forms of monetization as well as new formats.

“In the past, monetization was seen as something you add to your content,” said Glu Mobile, senior vice president of Growth Becky Ann Hughes, “but monetization should really be seen as part of the content. ‘IS the content.2

Xue agrees, “Advertising needs to be built into the game when designing the game, alongside in-app purchases, so that there is a strong value proposition for gamers who want to watch ads or pay for it. ‘IAP while ensuring that the economy is well balanced. “

Today, most publishers understand why it is crucial to build a balanced app economy into their game. But in the future, more companies will complete user acquisition and monetization together. for a unique and holistic approach.

Building and then monetizing is a thing of the past.

3. Award-winning video is the preferred advertising format for gamers.

Since 2017, gamers are increasingly using the award-winning video. But now, more than ever, we see this format helping to encourage longer player sessions, less player churn, and greater engagement.

Award-winning video ads are considered twice as useful as other formats, as published in “Why the Advertising-Supported In-Game Advertising Model is a Win-Win-Win”. Obviously, there is a strong value proposition for developers who want to incorporate award-winning video formats into their games.

Whether you’re a casual or hyper-casual developer, a social casino, or a hardcore developer, we have Success Factor guides to help you explore the best entry points for implementing award-winning video ads into your game.

The train has already left the station, and now you’re playing catch-up.

Phil suh

4. Optimizing your auction strategy is imperative.

Publishers who have set up auctions – like Voodoo, Branium, and Gismart – are saving on operational costs and seeing the benefits of having more time to focus on the advertising strategy.

Igor Bereslavski, Director of Growth (UA and Monetization) at Supersonic Studio, said: “We have seen great performance, very high CPMs and good fill rates.”

As the auction passed, Phil Suh, Zynga Senior Director of Ad and Product Monetization, said, “The train has already left the station, and now you’re catching up. So definitely do it now.

If you’re still using Cascade, check out our auction resource where you can connect with mediation partners and learn how to monetize more effectively.

More game monetization strategies in 2022

Download our App Monetization Industry Insight and listen to 25 industry leaders on how to prepare your mobile games business for growth in 2022 and beyond.

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1 – Source: Omdia, Mobile Games Report 1H21, 2021.
2 – Meta Audience Network, Application Monetization Industry Outlook, July 2021


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