How to work with in—game advertising, which should be taken into account, – in your column for App2Top.ru Anastasia Petrova, Manager for work with Strategic partners at Audience Network Facebook, told
Anastasia Petrova1. When choosing a monetization model, take into account the behavior of players, the genre of the game and geography
People react differently to ads and in-app purchases. Therefore, it is not surprising that developers adapt to their behavior: 78% of gaming teams strive to take into account the type of game and the profile of players when choosing a monetization product, — reports Walnut Research in its report “Ads, IAP or Both“ for April 2019.
So when choosing a monetization model, the developer needs to answer the following questions for himself:
- which monetization model will be optimal for a particular market?
- what advertising format should be used taking into account the behavior of the players?
- how do the market and users react to various advertising formats in games?
Moreover, it is necessary to ask these questions not only when developing or starting sales. They must be addressed, including when launching a product to each new market.
For example, when Joyfort, a game publisher from Beijing (China), launched a game in a new genre on the world market, it quickly realized that it was now impossible to rely only on in-app purchases.
Now this publisher accounts for 80% of its revenue from in—app advertising, while in-app purchases account for only 20%. This ratio ensures stable growth in new markets.
2. When choosing advertising formats, take into account user preferences
The point of monetization is to encourage players to perform actions that will bring money. Therefore, to answer the question “How to choose an effective advertising format for a particular market?“, it is necessary to start from the audience’s reaction to a particular type of advertising.
According to the 2CV Mobile Games Advertising Report study commissioned by Facebook in July 2020:
- 35% of players prefer Rewarded videos;
- of all the markets in Russia, there is the highest disposition (44%) to rewarded videos;
- Interactive advertising (Playables) is especially popular in South Korea (23%), Vietnam (23%), Brazil (24%) and Argentina (24%);
- rewarded videos and interactive advertising are better than other formats to encourage users to make a purchase or register.
3. Create useful, interesting and relevant ads that players will want to interact with
Properly done advertising in the application increases the session and the level of engagement, as well as reduces the outflow of users, not to mention revenue generation.
What is a properly made advertisement? Let’s turn to research.
44% of mobile gamers say that advertising should be useful first of all. At the same time, 40% of mobile gamers say that one of the most important qualities of advertising is its interest. Mobile gamers from the USA put the relevance of advertising in the first place (according to a 2CV survey conducted in July 2020).
What conclusions can be drawn from this?
- Choose formats that will benefit players, for example, rewarded videos.
- To increase the relevance of advertising, show targeted content from advertisers from all over the world through the Audience Network.
- Offer in-game bonuses based on the preferences of gamers in a particular country. In some countries (for example, in South Korea and Australia), players prefer virtual currency, while in others (for example, in France
and Japan) — random bonuses.
4. Integrate advertising deliberately
The 2CV survey participants also told what they don’t like about advertising. Here are the most common mistakes:
- the advertisement is not translated into the native language of the players — if the advertisement is not translated or poorly translated, the players will not want to waste time on it;
- advertising interferes with the game — if advertising distracts from the game, obscuring the screen or forcing players to watch it in order to continue the game, it will annoy players (a possible solution is to place ads at the start of the game or during natural breaks, preferably it should be a rewarded video);
- repetitive advertising — many players are annoyed by repetitive advertising, but this problem is especially relevant for South America: survey participants from this region stated that they lose interest in advertising when they play for a long time (possible solution: limit the number of ad impressions, the optimal number of impressions per session is from 10 to 25 ads).
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For more information about which monetization strategy to choose, taking into account the peculiarities of the new market, the new target audience and the new genre of the game, see here: https://www.facebook.com/audiencenetwork/supercharge-game-growth /
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