Rewarded video advertising has become the predominant type of advertising in mobile freeplay games. Compared to last year, its share increased from 44% to 58%.
This is reported in the report of the marketing company DeltaDNA.
Regular video ads account for 38% of advertising, and 34% for banner ads.
Distribution of types of advertising in mobile video games, DeltaDNA
According to the researchers, over the past year advertisers have become more supportive of advertising in their games.
Today, 21% of mobile game developers believe that advertising helps gamers develop faster in games. A year ago, only 11% of developers thought so.
How developers evaluate the role of advertising in mobile games, DeltaDNALast year, 51% of respondents believed that advertising is a “necessary evil”, now 49% of respondents see advertising as an “important opportunity to monetize” their games.
At the same time, game creators are concerned about the negative impact of advertising on players. 21% of developers are concerned that advertising spoils players’ enjoyment, and 18% believe that advertising reduces the involvement of gamers
Therefore, about 40% of developers install no more than one ad impression during one gaming session.Distribution of revenue from in-game advertising, DeltaDNA
In-game advertising revenue accounts for 31% of all gaming revenue.
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