Captain Evidence Recommends: Voodoo's Experience in hyper-casual advertising Monetization
Sim He, head of the publisher department at Mintegral, talks about how Voodoo monetizes its hyper-casual with the help of effective mobile advertising. App2Top.ru gives an excerpt from the Pocket Gamer material.
Paper.io
By April of this year, the games of the French publisher Voodoo had generated over 2 billion downloads.
Now he has released over 100 projects, half of which were released last year. Mintegral, Voodoo’s advertising partner in China, identified several reasons for the successful monetization of these games.
- Competent advertising monetization is 100% responsible for the success of hyper-casual games, He believes. And therefore, the further growth of downloads largely depends on the capabilities of advertising networks with which the publisher cooperates.
- The Chinese market is very important — at least, this is what the Voodoo experience shows. A number of her games (Hole.io , Helix Jump, Paper.io and other hits) became popular among the Chinese audience, which provided a powerful increase in downloads. At the same time, it is difficult to build a working advertising strategy in China and, as a result, to establish monetization. The application market is more fragmented here than in the West, according to Voodoo.
- There are several types of ideal advertising in hyper-casual games: these are playable ads, rewarded videos, full-screen ads in transitions between levels or during a pause. All this is a short and bright advertisement that can quickly give an idea of the game. The user is very likely to switch to this one.
- Also, when advertising in hyper-casual, it is important to keep a balance — that is, to show the user the maximum number of commercials, but not to prevent him from playing and enjoying the game. If this balance is achieved, eCPM will increase markedly. The effectiveness of advertising other games will also increase.
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