Delivered at Casual Connect USA 2016. Through Kongregate's findings from effective in-game advertising, we’ll cover how to: track and optimize performance; engage as many players as possible; and give rewards that matter. Case studies from Adventure Capitalist, Bullet Boy, Epic Skater, and more will exemplify good and bad ad implementation. Learn how in-game ads can boost your revenue stream or even become your main source.
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1. TA M M Y L E V Y
D I R E C T O R O F P R O D U C T, M O B I L E
K O N G R E G A T E
S U C C E S S F U L I N - G A M E A D S
T H E S E C R E T S A U C E F O R M O N E T I Z A T I O N
S A N F R A N C I S C O 2 0 1 6
6. KONGREGATE
30 games launched [77.5 M Installs]
Latest Game: Pocket Politics, Peaked #3 Games US
18 games with ads [55 M Installs]
7. KONGREGATE
30 games launched [77.5 M Installs]
Latest Game: Pocket Politics, Peaked #3 Games US
18 games with ads [55 M Installs]
26% of mobile revenue in 2016 from ads
18. Y O U R D A I LY F I L L - S U M M E R 2 0 1 4
19. LAUNCH
Great Launch
2.5 M Installs
#4 Best New Games
Ads, Not So Great
CTA wasn’t great
Watch for coins
Coins were not valuable
No custom stats tracking
25. LAUNCH
Launch Installs: 2.7 M
#3 Best New Games
Excellent ad design
Video ad for 2x bonus on all investments
Boost lasts 4hrs
Max 5 ads per day
Added custom stats tracking
Measure performance
Implement and track improvements
26. STATS
E N G A G E M E N T W I T H A D S
> 4 0 % O F D A U
3 A D S / P L AY E R / D AY
R E V E N U E F R O M A D S
4 0 %
27. PAYER VS NON-PAYER
I N - A P P P U R C H A S E S
N O T C A N N I B A L I Z E D B Y A D S
40. LAUNCH
With interstitials too
Multiple opportunities to watch ads
Integrated into the core loop
Help you progress
Standardized custom stats tracking
Optimize each title
Compare stats across games
41. R E WA R D E D V I D E O WA T C H V I D E O T O R E V I V E – O N E P E R R U N
42. R E WA R D E D V I D E O F R E E P O W E R - U P O N T H E N E X T R U N
43. INTERSTITIAL
P O P - U P E V E RY 4 D E AT H S
WA S T H I S H U R T I N G R E T E N T I O N ?
L O W E R E D F R E Q U E N C Y ( T O 6 D E AT H S )
N O C H A N G E I N R E T E N T I O N
lowered frequency
44. STATS
L A U N C H
E D I T O R ’ S C H O I C E I N L ATA M C O U N T R I E S
1 . 8 M I N S TA L L S
E N G A G E M E N T W I T H A D S
3 0 - 4 0 % O F D A U
5 A D S / P L AY E R / D AY
R E V E N U E F R O M A D S
9 0 %
45. LESSONS
Get Creative
More ad opportunities are good
Interstitials
Don’t necessarily hurt retention
Beware of poor UX
(you do want to keep an eye on this)
49. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
MAXIMIZE
50. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
MAXIMIZE
51. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
MAXIMIZE DESIGN ADS INTO YOUR GAME
52. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Meaningful rewards
MAXIMIZE DESIGN ADS INTO YOUR GAME
53. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Meaningful rewards
Placement matters
MAXIMIZE DESIGN ADS INTO YOUR GAME
54. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Meaningful rewards
Placement matters
Positive experience
MAXIMIZE DESIGN ADS INTO YOUR GAME
55. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Meaningful rewards
Placement matters
Positive experience
Delightful fiction!
MAXIMIZE DESIGN ADS INTO YOUR GAME
56. THAN YOU!
WA N T M O R E D ATA ?
V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M / B L O G
WA N T T O W O R K W I T H U S ?
V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M
F O L L O W U S O N T W I T T E R
@ K O N G R E G AT E D E V S
TA M M Y @ K O N G R E G AT E . C O M