A recent semi-annual report from MediaBrix has outlined just how huge the revenue generated from in-app reward ads really is for free-to-play games. While the marketing tool of in-game reward ads is known to be a successful technique for making the big bucks, it may come as a shock to know that these particular ads get in excess of 90% engagement rates.
The report from Mediabrix delved into the latest data and statistics surrounding the social and mobile gaming industry, as the overlap between the two platforms continues to become more prominent than ever. The steady critiquing of in-game reward ads has led to this impressive success in generating revenue, with cofounder and CEO of MediaBrix, Ari Brandt, saying “We’ve mapped specific emotions in games and leverage those breakthrough moments to deliver ads.” The report comes after an intensive study over a 6 month period in 2013, covering more than 1 billion impressions incorporating more than 200 mobile and social gaming advertising campaigns.
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After mapping user progress throughout particular games, advertising agencies are able to insert in-app reward ads at just the right moment to optimize conversion rates. For instance, a number of users may have more difficulty completing one level, in comparison to the others featured in the game. After several attempts at trying to complete this level, an in-app ad will appear to give you an option to regenerate lives or earn more game dollars. Previous studies have shown that iOS and Android mobile gamers, more so than any other platform, are highly likely to pay or complete tasks (such as downloading other apps or watching preview videos) in order to continue on their quest.
While this one study can hardly conclude definitively on the success of in-app ads, MediaBrix is one of the largest mobile advertising companies in the world; and if nothing else, this report certainly provides a bit of food for thought for both mobile game developers and advertisers in the future.
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