deltaDNA: 94% of mobile game developers use ad monetization

Analyst platform deltaDNA conducted a study on how its clients, mobile game developers, work with ads in their products.

Methodology

The company interviewed 284 developers and publishers/studios.

Participants data

  • 94% of respondents use in-game ads;
  • 62% of respondents make casual games, 38% are focused on midcore and hardcore titles;
  • Match-3 is the most popular genre among respondents;
  • 10% of those surveyed boast projects with DAU of 1 million people.

Ad formats

  • 68% use several ad formats in parallel;
  • 33% of respondents use three or more ad formats at once;
  • the most popular format is rewarded ads, 82% of respondents use it. Devs often combine rewarded ads with interstitials;

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What types of ads do you display in your game?

  • the only ad formats that are more common in hardcore and midcore games than in casual titles are playables and offer walls.

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What types of ads do you display in your game? (segmentation by genre)

Impressions

  • Most companies try not to bombard users with lots of ads. 27% of respondents said that they display no more than one ad per session;
  • very few (15%) adapt the number of impressions to the behavior of non-paying users, the same small number of respondents blocks ads if the user starts paying;

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Which of the following statements could be used to describe how you do F2P in-game ad serving?

  • most of all, developers are concerned that ads might result in player churn. 27% of respondents expressed this worry;
  • this concern is most common among casual developers. Creators of hardcore and midcore games are more afraid of impairing gaming experience and losing IAP revenue.

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Which of the following factors concerns you most when setting the frequency of ads in a game?

Ad revenue

  • Half of casual game developers said that ads generate 40% or more of their total revenue;
  • 13% of casual game developers rely almost exclusively on ads;
  • the share of hardcore and midcore games in which ads generate over 20% of all revenue over the past three years has grown 15%.

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What is your estimate of the approximate revenue split between Ads & IAP in your highest-monetizing F2P mobile game?

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Download the full version of the study here.

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