The authors of Mad Skills Motocross 2: think about advertising from the very beginning
Before releasing a game, you need to think carefully about its monetization. First of all, this concerns advertising, the creators of the Mad Skills Motocross 2 mobile game are sure.
Turborilla studio, which owns the authorship of the game, has not released F2P projects before. They had no experience in monetizing such projects. “We wanted everything to be at the highest level,” admits one of the heads of the marketing department at the company, Bryan Stealey. Most of all, the creators of the game were afraid to spoil the gaming experience for users and seem greedy. This led to the fact that a full-screen ad was selected. The player saw it only once or twice during the game – when he went to the main menu.
Such placement was ineffective. The authors of the game came to the conclusion that it also negatively affected the gaming experience.
Therefore, the creators of Mad Skills Motocross 2 decided to reconsider their approach. As assistants, they attracted the marketing company AppLovin. Under her guidance, they set up the ad placement parameters. In addition to full-screen banners, commercial commercials appeared in the game – these two types of advertising were considered by the studio management to be the most effective.
The game Mad Skills Motocross 2 is divided into levels. It was a short video or banner after each of them that the players perceived best.
After the advertisement was placed in a new way, the viewing rates for each user improved. According to Styles, they have increased by 50% on iOS and by 70% on Android. In addition, eCPM on both platforms grew by 15%.
As a result, revenue increased by more than 50% – on both platforms. Interestingly, there are fewer negative reviews from users.
The conclusions from this story are simple. The monetization strategy should be considered in advance. It is necessary to search and find the most suitable type of advertising for your project. It is advisable to place ads where users spend most of their time. The best place to advertise is where the game naturally pauses – between levels, for example.
The reward for the efforts will be an increase in the financial performance of the project – and an improved gaming experience.
A source: http://gamasutra.com
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