Optimising your bidding strategy is imperative. The train has already left the station, and now you’re playing catch-up.Phil SuhĤ. But looking forward, more businesses will loop together user acquisition and Monetisation for a single, holistic approach. Today, most publishers understand why it's crucial to build a balanced app economy into their game. Xue agrees: "Advertising needs to be integrated into the game during game design, alongside in-app purchases, so that there is a strong value proposition for players to watch ads or pay for IAP while ensuring that the economy is well balanced." "In the past, monetisation was viewed as something you tack on to your content," said Glu Mobile, Senior Vice President of Growth Becky Ann Hughes, "but monetisation really should be considered as part of the content. We are seeing more creative uses of different forms of monetisation as well as new formats. Successful gaming publishers think about building in monetisation from the beginning, and it's paying off. "Build, then monetise" is a thing of the past. Build Monetisation into your game from the start. In short, there are many ways to diversify revenue streams in your game while adding to the player experience as long as it’s built into the in-game economy and growth plan.Ģ. Other IAP-heavy publishers like Ludia and Product Madness are focusing on building in foundational elements like a balanced in-game economy to increase revenue and engagement among all players - not just a few payers.
"We believe that ads can also be a way for players to test and try rewards before actually making a purchase, thus driving up IAP, said Activision Blizzard Media Head, Clement Xue.
We believe that ads can also be a way for players to test and try rewards before actually making a purchase, thus driving up IAP.Clement XueĪctivision Blizzard Media and others have found that ad monetisation complements IAP monetisation. Supersonic had previously depended solely on ad monetisation but now also integrated meta-features and in-app purchases. We’ve seen this play out across genres and monetisation models among our game publishers. If anything, the mobile ecosystem changes over the past year have accelerated the predicted shift to hybrid monetisation.
Balance your Monetisation mix for long-term success. Whether you're a new or seasoned publisher, below are four key pillars around which top mobile game publishers are anchoring their app monetisation strategy.ġ.
In this guest editorial Tomas Cavanagh, Strategic Partner Manager, Meta Audience Network explores the opportunities for developers and publishers to create more resilient and successful monetisation models.Īs consumer demand for mobile games continues, many game publishers focus on retaining and monetising new players acquired during the pandemic.Īccording to Omdia’s 2021 Mobile Games Report for the first six months of 2021, mobile games generated $29.9 Billion globally through user spend in the first half of 2021 1.Īlong with this growth, we see monetisation trends continue to evolve, as top publishers like Supersonic, Zynga and Activision Blizzard Media demonstrate how to add new income sources - like in-app ads (IAA) and in-app purchases (IAP) - into their games without interfering with the player experience.