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A recent study, “In-Game Advertising the Right Way: Monetize, Engage, Retain” which emerged from a survey of over 2,000 mobile game developers and players, takes an in-depth look at rewarded video ads’ potential to help developers monetize and drive user engagement. The infographic below summarizes the findings.

You can download the full study here.

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  1. All advertisements for decades are almost inherently gonna hit people who are not in the market. Hence TV being called broadcasts for 70+ years.
    Also, for 70+ years people have had the option of making popcorn, flipping the channel, or more recently, Alt Tabbing and browsing until the ad is done.

    In some cases, like these ads you know at least your audience is:
    1) A mobile gamer of at least 1 title (the ad launcher)
    2) Waiting for the ad to finish to get the reward (therefore immensely more likely to be watching than a website, banner ad, etc)
    3) They are at a brain chemical level experiencing the ad as part of a positive reward experience, and generally the benefit vastly outweighs the interruption (unlike youtube ads, or awful Comedycentral.com / hulu ads that play and then crash – forcing a repeat)
    3a) Yes. Many mobile game ads fail to return to the game properly and as an industry, we need to nip that in the bud, hard.

    4) And if the gamer is a veteran mobile player, especially if a RPG/Growth game player, these ads are better than archaic energy monetizations and obvious paywall-difficulty increases that incur a cultural resentment to all free to play games.
    5) 99% or more gamers don’t EVER buy IAP, but just from purely localized friends and family anecdotal evidence, I see EVERY single one of my personal connections who do mobile gaming do ads, and I know NONE of them have ever bought IAP.
    6) Ads can be designed by the game designers to synergize with IAP. Posssibly encourage IAP sales via discounts from user’s Ad consumption. Does anyone have monetization mechanics besides IAP and Ads that I’m not aware of? Because synergizing IAP with your other IAP still probably won’t get the 99% to spend money.

    7) Unity is evangilizing pretty hard, and I can see why developers are suspicious. As also stated, this trend will cause equilibrium problems in the industry when the glut of mobile games with ads forces big budgets and big titles to broadcast, to push through the noise, and effectively choking off smaller developers and budgets to be regulated to the noise floor.

    8) And where there’s money to made anywhere, we all will have to watch for anti-developer rights/practices that:
    Reduce income via oligarchy agreements between ad companies
    Contracts that force developers into sole-advetiser agreements, as the advertisement wars heat up, or deny developers the ability to use programatic rotation of advertisers that would gain them the highest income while being beholden to no one.

    I hope that all made sense.
    Seriously besides IAP and Ads, are there really any other options anymore? Up front purchase of the title?? That’s dead.

    I’d love if anyone had serious monetization ideas/mechanics besides IQP and Ads, but I think those are the only options now…

  2. Are there any study about the effect on the people who actually PAY for the ad videos? I suspect, that they still pay a fee that correspond to other “completed video ads”.

    In other words: People who are paying (through Unity/Google) to advertise their games getting ripped off. Because they pay fees as if the player would actually want to see their videos. But those players watching “rewarded ads” don’t give a beep about the actual video. They just endure it for the ingame reward…

    1. To calm down my own reply: Of course, in any ad-bidding system like Google does, Google is not to blame here. The market will regulate itself and advertiser will recognize in a couple of months that they don’t get the bang for the buck they are used to and will pay less for “completed videos”.

      Or they demand Google/Unity to have a separate category “completed videos in games that do not have ingame rewards”.

      Or I am totally mistaken and actually people do engage about as much in rewarded completed videos as they do with unrewarded completed videos. People are strange.. ^^

  3. Unity Ads Service needs some improvements. Please consider these:

    – Shorten allowed video length like maximum 15 – 20 seconds. Because most of the games are already have a short playing time. Longer video ads are actually punishing player and game developer. Player has to stay still and watch those for a long time and game developer has to think how not to upset gamer but has to earn money. When it comes to mobile gaming believe me even 1 second differs a lot.

    [off topic a bit]
    – Add intersitials and banners

    – As a general Ads Service please consider to be more responsible with ravenue and other statistic updates from the first second. If admob and other networks can do it why can’t you? “You need higher numbers to see real statistics” sounds awkward and not proffessional at all.

    – Integrate PayPal and other systems as payment system. You use it for asset store to receive payments but prefer to be outdated when it comes to make payments?

    [Personal Thoughts]
    – All Unity Ad Service feels like in favour of big companies but very unfriendly to new game developers.

    1. Great feedback. Interestingly most case studies point to 20-23 seconds being the most optimal length of a game trailer to get people interested. We currently have the ability to define the max video length on our side, it just isn’t a public;y available feature as it can have significant revenue impact if used incorrectly.

      For the off topic bits:

      – We have no plans to support banners and interstitials at this current time, most data points to this becoming less and less relevant to games devs and we are really video specialists. Never say never though :)

      – Being a performance business there is a direct correlation between volume and performance but I definitely agree that we need to make this clearer and easier to understand.

      – We do are currently testing PayPal for making payments to make it available to everyone in our platform rather than a select few. If you are interested in this, let me know and I will see about adding you to the beta.

      – I would love to hear more about what smaller developers need that we don’t offer. Although we are the most popular engine choice among indies and small studios, we can’t be doing everything right for everyone. Feedback is taken on board!

    2. Great feedback. Interestingly most case studies point to 20-23 seconds being the most optimal length of a game trailer to get people interested. We currently have the ability to define the max video length on our side, it just isn’t a publicly available feature as it can have significant revenue impact if used incorrectly.

      For the off topic bits:

      – We have no plans to support banners and interstitials at this current time, most data points to this becoming less and less relevant to games devs and we are really video specialists. Never say never though :)

      – Being a performance business there is a direct correlation between volume and performance but I definitely agree that we need to make this clearer and easier to understand.

      – We do are currently testing PayPal for making payments to make it available to everyone in our platform rather than a select few. If you are interested in this, let me know and I will see about adding you to the beta.

      – I would love to hear more about what smaller developers need that we don’t offer. Although we are the most popular engine choice among indies and small studios, we can’t be doing everything right for everyone. Feedback is taken on board!

      1. Add me on Skype if you want me to discuss setting your video length and the Paypal beta.

        Skype: marc.bearman

  4. Global Yurtdisi Egitim

    abril 27, 2016 a las 5:07 pm

    Can I found any information about this subject in different languages?

    http://www.global-yurtdisiegitim.com

  5. I’m not agree with this stats, as player the video ads are annoying. Furthermore if the game put video ads when you are in 3G/4G connection, your data plan goes to hell…

    1. Well lets just ignore all this data and base our games on you. That’ll be successful eh?

    2. These stats were about REWARDED video ads which the player CHOOSES to watch.