Trends in game monetization

Analysts of SponsorPay told about how they see the near future of mobile advertising.

1. Publishers start working through intermediaries

Advertising is an effective driver to increase profits. But there are a lot of “buts”. It is not so easy to work with advertising in the modern market. It is necessary to spend a lot of time and money on its effective integration with the project, it is necessary to constantly monitor how it works, plus work with a large number of sites where it is located. 

This forces publishers to turn to intermediary companies offering their integrated solutions. Moreover, many of them immediately offer to process the data, make a forecast based on them, connect the project to some grid, and so on. 

In general, in the mobile advertising market, which is already full of pitfalls, even for large companies it turns out to be more effective to use third-party services, instead of developing advertising units within their own walls.

2. Users today are most susceptible to video advertising

Video is one of the most effective types of advertising. The CTR of applications using commercials is 30 times higher than those where banner ads are placed. The number of clicks for requests to share / visit the website / buy a ticket after the video is 20% more than for similar ones without a video.

Those who use such advertising to increase user engagement are the winners. For example, Warner Brothers in the game “The Hobbit” posted a trailer for the picture and a request to put her Like on Facebook. The campaign was extremely successful. However, it is unlikely that it would have been as successful if the video had been mixed in any other game (in the sense, not in the “Hobbit”).

Be that as it may, static and banner advertising is becoming less and less effective ways of promotion today. This forces publishers to experiment with its formats and turn to video. 

3. The value-exchange model is actively spreading

In fact, this is, in fact, a new type of offers. Now it is becoming more and more popular. Some even claim that they earn more with it than with the sale of IAP. 

The essence of the model boils down to the following: for viewing ads in the application, the user is given some content. As a rule, this is the game currency. For the fact that this ad was viewed by a user, the company receives money. As a result, everyone is happy: the user received the content without paying real money, the advertiser received a potential client, the developer received money. 

According to representatives of Creative Mobile, in the Drag Racing game they earned one and a half times more on this offer than on IAP.

A source: pocketgamer.biz