According to the report, the majority of mobile developers see advertising as an important factor for successful monetization.
Statistics say, 93% of developers use in-game ads as part of a monetization mix, Meta Audience Network reports.
Meta Audience Network commissioned market researcher IDC to survey 514 game business decision makers in 17 countries. Each of the surveyed entities has a manager at the helm or at the helm and has experience developing and acquiring mobile games.
The aim is to find jobs that are more privacy-focused than ad-targeted with the app tracking transparency features of iOS 14.5, released in 2021. The survey aims to understand gaming businesses. mobile play diversifying revenue streams, what role in-app ads play in game creator monetization mix, what ad formats and placements will help meet average revenue per daily active users (ARPDAU) and retention goals, as well as how mobile game businesses should plan for future monetization and growth.
Approximately 62% of developers surveyed believe that combining in-app advertising (IAA) and in-app purchases (IAP) is the best strategy to meet ARPDAU and player retention goals at launch games and 33% see increased lifetime value after introducing IAA into their IAP-only game.
Meta says 67% of game decision makers are now building games with a monetization and user acquisition strategy in place starting in the early stages of game development. Of these, 83% of developers found IAA effective in attracting players to other games in their portfolio especially as part of the UA suite of solutions.
In addition to using in-app advertising, more than half of those surveyed said they are also working with social media influencers and content creators. They also say they are creating communities and social networks outside of the game and are using viral, social engagement features built directly into the game.
Meanwhile, Google will not allow ads to appear during gameplay at the beginning of a level or during the start of a content segment. A full-screen video interstitial that appears before the app’s loading screen (display).
Full-screen interstitial ads of all formats cannot be closed after 15 seconds. Full-screen interstitial ads that don’t interrupt the user in their actions (e.g., after a score screen in a game app) can last for more than 15 seconds. Game developers will have to follow the rules to ensure players take the gaming experience more seriously.