Power up your profits with 7 in-game advertising best practices

Explore the intricacies of in-game ads and level up your understanding of the ‘how-tos’ of it.
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If you’re part of the rapidly growing mobile game industry, you’re probably no stranger to the phrase ‘in-game advertising.‘ This powerful tool of monetization has brought a paradigm shift in how game developers strategize their revenue model. But like every strategy game where you must understand the rules to level up, in-game advertising also comes with its own set of best practices.

Let’s roll up our sleeves and level up our understanding of the ‘how-tos‘ of in-game advertising.

  1. Know your players

Understanding your audience is the magic potion that gives you an upper hand in the game. Armed with this information, you can tailor your in-game advertising strategy to ensure that the ads are relevant and engaging to your users.

  1. Rewards, rewards, rewards

Rewarded ads have revolutionized the in-game advertising landscape. This ad format gives players in-game rewards, such as extra lives, coins, or exclusive items, in return for watching an ad. They are particularly effective as they create a win-win situation for both developers and players.

The key to successfully implementing rewarded ads is to offer substantial rewards that complement the game experience and do not disrupt it. For instance, in a strategy game, offering players a choice between several rewards based on their current strategy can enhance the game experience.

  1. Play it cool with ad frequency and placement

A delicate balance is necessary when it comes to the frequency and placement of ads. Too many ads can disrupt gameplay and annoy players, leading to lower user retention. On the other hand, too few ads can result in lower revenue generation.

Effective ad placement also plays a crucial role. Ads should be incorporated into natural breaks in gameplay or during loading screens to minimize disruption. For instance, displaying an ad after a player completes a level or loses a life can be an excellent way to maintain an engaging game experience.

  1. Respect user privacy

In light of growing concerns about data privacy, it’s crucial to prioritize and respect user privacy. This means following all relevant privacy laws and ensuring that users are informed about how their data is being used. Also, consider implementing consent-based advertising practices, which involve collecting explicit user consent before sharing their data with advertisers.

With the introduction of Apple’s App Tracking Transparency (ATT), for instance, game developers must request users’ permission to track their activity across other companies’ apps and websites. Such practices not only ensure compliance with privacy laws but also help build trust among users.

  1. Test your moves

Just like tweaking your strategy to defeat a challenging boss in a game, continuously testing and optimizing your in-game advertising strategy can help you stay ahead. This involves tracking metrics such as click-through rates (CTR), retention rate, churn rate, average revenue per user (ARPU), and lifetime value (LTV) to assess the effectiveness of your strategy.

A/B testing different ad formats, reward types, and ad placements can also provide valuable insights. For instance, if players are abandoning the game after watching a particular ad, it might be worth testing a different ad format or placement to see if it improves retention rates.

  1. Combat ad fraud

Ad fraud is a persistent issue in digital advertising, and in-game advertising is no exception. Techniques such as click spamming and fake installs can inflate an ad’s perceived performance, resulting in wasted ad spend. Therefore, it’s essential to implement anti-fraud measures and work with reputable ad networks to ensure the authenticity of ad interactions.

  1. Bring in the AI power-up

AI isn’t just for creating incredibly realistic game graphics or crafty enemies. It’s got a big role to play in advertising too. Leveraging the raw power of artificial intelligence can totally up your in-game advertising game. Just think about the amount of data you collect about your players. Now imagine a super-smart AI engine crunching those numbers to make sense of it all. Sounds good, right? Well, it is.

Remember, the more relevant your ads, the better your chances of hitting that sweet spot between happy gamers and healthy ad revenue. AI can help you get there. And while AI might sound like a futuristic concept, it’s here, and it’s ready to boost your in-game advertising to the next level.
In-game advertising, when done right, can be a game-changer, driving revenue growth while enhancing the game experience. By following these best practices, you can not only maximize your revenue but also ensure that your players remain engaged and satisfied. So, buckle up and get ready to power up your in-game advertising strategy – the next level awaits!

NEXT: How to conduct a cohort analysis to Increase your game’s retentIon rate

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