93 percent of mobile game developers believe in in-game advertisements

93 percent of mobile game developers believe in in-game advertisements ...

According to a Meta Audience Network survey, the vast majority of mobile developers consider advertising crucial to successful monetization.

IDC, a market researcher for Meta Audience Network, conducted an examination of 514 gaming business decision makers in 17 countries. Each of the respondents was manager, director, or lead level, and experience with the development, monetization, and/or acquisition of mobile games.

The purpose of the survey was to identify the aftermath of the Apples emphasis on privacy on targeted advertising with its iOS 14.5, which was released in spring of 2021. Specifically, this survey focused on determining how their revenue streams and what role should in-app ads play in game creators monetization mix, which ad formats and placements will help achieve average daily active users (ARPDAU) and retention goals. Lastly, mobile gaming businesses should focus on future monetization and growth.

Principal findings

About 62% of developers surveyed believe that combining in-app advertising (IAA) and in-app purchasing (IAP) are the best methods to meet ARPDAU and retention expectations at game launch. (And 33% even saw an increase in lifetime value after introducing IAA to their IAP-only game.)

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According to Meta, 67 percent of gaming users are now developing games with a combined user acquisition and monetization strategy, starting from the start.

IAA was developed as an alternative game for themselves, primarily as part of a suite of UA solutions.

More than half of respondents said they are working with social media influencers and content creators. They said they are also doing things outside the game, while using social/viral uptake techniques.

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