Economy and Mechanics Optimization for Optimal Ad Monetization

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Jakub Remiar (Head of Monetization, Traplight Games) talks about Game's economy and mechanics optimization for optimal ad monetization. He explains and gives examples of the mechanics you should use to get the most out of ad monetisation and talks about how to bridge the gap between IAP and ads.

Source:
Economy and Mechanics Optimization for Optimal Ad Monetization
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Type:
Webinar
Publication date:
May 12, 2021
Added to the Vault on:
June 8, 2021
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💎 #
1

There are two parts of game monetization:
- External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
- Internal (in the game): ads per daily active user, ads engagement, ads placements

30:22
💎 #
2

Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example here.

34:29
💎 #
3

The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

34:48
💎 #
4

Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

36:32
💎 #
5

Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

36:55
💎 #
6

Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example here.

37:38
💎 #
7

Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

38:40
💎 #
8

It is a good practice to use rewards that do not affect the game economy but rather make the game easier or reduces time spent.

39:22
💎 #
9

Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

42:05
💎 #
10

Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video).

46:45
💎 #
11

Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

53:57
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💎 #
1

There are two parts of game monetization:
- External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
- Internal (in the game): ads per daily active user, ads engagement, ads placements

30:22
💎 #
2

Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example here.

34:29
💎 #
3

The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

34:48
💎 #
4

Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

36:32
💎 #
5

Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

36:55
💎 #
6

Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example here.

37:38
💎 #
7

Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

38:40
💎 #
8

It is a good practice to use rewards that do not affect the game economy but rather make the game easier or reduces time spent.

39:22
💎 #
9

Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

42:05
💎 #
10

Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video).

46:45
💎 #
11

Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

53:57
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💎 #
1

There are two parts of game monetization:
- External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
- Internal (in the game): ads per daily active user, ads engagement, ads placements

30:22
💎 #
2

Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example here.

34:29
💎 #
3

The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

34:48
💎 #
4

Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

36:32
💎 #
5

Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

36:55
💎 #
6

Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example here.

37:38
💎 #
7

Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

38:40
💎 #
8

It is a good practice to use rewards that do not affect the game economy but rather make the game easier or reduces time spent.

39:22
💎 #
9

Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

42:05
💎 #
10

Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video).

46:45
💎 #
11

Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

53:57
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Notes for this resource are currently being transferred and will be available soon.

Internal and external monetization

[💎@30:22] There are two parts of game monetization:

  • External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
  • Internal (in the game): ads per daily active user, ads engagement, ads placements

In this webinar, he talks about the internal part of monetization. Most of the stuff Jakub covers is from midcore and casual games.

Static and dynamic ad placements

First, he introduces static and dynamic ad placements:

Static ads need to be capped because you don't really want to see eCPM degradation.

The user plays the game, upgrades buildings and he always sees the ads’ icon. 

[💎@34:29] Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example below.

[💎@34:48] The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

Another example from Jakub's own game - this time it is a consecutive reward:

[💎@36:32] Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

After going through the entire chain, this placement no longer "bothers" the user for a long time.

[💎@36:55] Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

[💎@37:38] Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example below.

For example this special reward wheel only appears between rounds.

[💎@38:40] Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

[💎@39:22] It is a good practice to use rewards that do not affect the game economy but rather makes the game easier or reduces time spent.

The screen above also increases your Battle Pass conversion (IAP): you can get this reward watching the ad if you purchase.

The context of the situation multiplies the value of the Ad. For example, if you show this Rewarded Ad at the beginning, when the player still has full lives, he does not have much motivation to click on it.

In the same Archero, you can find a static implementation:

One of Jakub's favorite placements in the Adventure Communist game is Air Dropship. The plane flies above you and drops random resources that can greatly help you in the game.

An excellent example of the successful integration of IAP into the game.

[💎@42:05] Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

This is great to moderate your ads per DAU ratio.

One more placement from the same game (typical 2x):

Another example from Burrito Bison:

[💎@46:45] Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video). 

Another example with the Bounty Hunt event: contracts that spawn every 8 hours but that you can speed up by viewing an ad.

If you don't want to do the contract you can also re-roll it:

[💎@53:57] Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

And here is how this event looks on the chart:

Healthy static placement gives 60-80% of impressions, but it needs to be thoroughly tested and optimized.

Summary

“Don't tell yourself that players don't like ads. They love it if packaged properly”

For a midcore or casual game the 70/30 ratio for the in-app/ad profit could be achieved.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Internal and external monetization

[💎@30:22] There are two parts of game monetization:

  • External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
  • Internal (in the game): ads per daily active user, ads engagement, ads placements

In this webinar, he talks about the internal part of monetization. Most of the stuff Jakub covers is from midcore and casual games.

Static and dynamic ad placements

First, he introduces static and dynamic ad placements:

Static ads need to be capped because you don't really want to see eCPM degradation.

The user plays the game, upgrades buildings and he always sees the ads’ icon. 

[💎@34:29] Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example below.

[💎@34:48] The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

Another example from Jakub's own game - this time it is a consecutive reward:

[💎@36:32] Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

After going through the entire chain, this placement no longer "bothers" the user for a long time.

[💎@36:55] Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

[💎@37:38] Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example below.

For example this special reward wheel only appears between rounds.

[💎@38:40] Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

[💎@39:22] It is a good practice to use rewards that do not affect the game economy but rather makes the game easier or reduces time spent.

The screen above also increases your Battle Pass conversion (IAP): you can get this reward watching the ad if you purchase.

The context of the situation multiplies the value of the Ad. For example, if you show this Rewarded Ad at the beginning, when the player still has full lives, he does not have much motivation to click on it.

In the same Archero, you can find a static implementation:

One of Jakub's favorite placements in the Adventure Communist game is Air Dropship. The plane flies above you and drops random resources that can greatly help you in the game.

An excellent example of the successful integration of IAP into the game.

[💎@42:05] Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

This is great to moderate your ads per DAU ratio.

One more placement from the same game (typical 2x):

Another example from Burrito Bison:

[💎@46:45] Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video). 

Another example with the Bounty Hunt event: contracts that spawn every 8 hours but that you can speed up by viewing an ad.

If you don't want to do the contract you can also re-roll it:

[💎@53:57] Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

And here is how this event looks on the chart:

Healthy static placement gives 60-80% of impressions, but it needs to be thoroughly tested and optimized.

Summary

“Don't tell yourself that players don't like ads. They love it if packaged properly”

For a midcore or casual game the 70/30 ratio for the in-app/ad profit could be achieved.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Internal and external monetization

[💎@30:22] There are two parts of game monetization:

  • External (outside of the game - not directly connected to the gameplay): eCPM (mediation management, country groups, bidding/waterfalls/direct deals)
  • Internal (in the game): ads per daily active user, ads engagement, ads placements

In this webinar, he talks about the internal part of monetization. Most of the stuff Jakub covers is from midcore and casual games.

Static and dynamic ad placements

First, he introduces static and dynamic ad placements:

Static ads need to be capped because you don't really want to see eCPM degradation.

The user plays the game, upgrades buildings and he always sees the ads’ icon. 

[💎@34:29] Make sure that the static ads icon is visible during the core gameplay/loop (your prime advertising space): you don't want to hide this icon between some other screens and menus. Example below.

[💎@34:48] The other important factor is whether or not an ad has economy (game) impact, whether or not it gives resources to the user. You need to properly budget that into your economy and have a balance with in-app purchases. Jakub advises 15-20% economic gains be from ads.

Another example from Jakub's own game - this time it is a consecutive reward:

[💎@36:32] Jakub sometimes uses 25-30s cooldowns between static ads to reduce eCPM degradation.

After going through the entire chain, this placement no longer "bothers" the user for a long time.

[💎@36:55] Using a consecutive reward mechanism by building a chain of three ads that can be shown in a row (each time with a better reward) makes it psychologically easier for the user to view all three ads.

[💎@37:38] Jakub recommends Archero as a masterpiece game in terms of ad integration into the core economy. One example below.

For example this special reward wheel only appears between rounds.

[💎@38:40] Rewarded ads should thematically fit your game. You should not just copy some placement from another game. Example: your character meets a master who gives you extra HP. You know that there's a long and difficult quest ahead - so you would be glad to take these extra HP. You need that.

[💎@39:22] It is a good practice to use rewards that do not affect the game economy but rather makes the game easier or reduces time spent.

The screen above also increases your Battle Pass conversion (IAP): you can get this reward watching the ad if you purchase.

The context of the situation multiplies the value of the Ad. For example, if you show this Rewarded Ad at the beginning, when the player still has full lives, he does not have much motivation to click on it.

In the same Archero, you can find a static implementation:

One of Jakub's favorite placements in the Adventure Communist game is Air Dropship. The plane flies above you and drops random resources that can greatly help you in the game.

An excellent example of the successful integration of IAP into the game.

[💎@42:05] Dynamic conversion tries to adapt to each specific user to find the rewarded ad conversion sweet spot. Example: the reward is random (sometimes it doesn’t even open a pop-up and gives immediate rewards), the type of currency that you are given may be different and if you close the pop-up window then the next time the reward offered will be even better.

This is great to moderate your ads per DAU ratio.

One more placement from the same game (typical 2x):

Another example from Burrito Bison:

[💎@46:45] Adding a difficult challenge that makes the user perceives viewing ads as a reward and be happy/excited about it. Example: Flying Piñata in Burrito Bison, where you need to catch the Piñata, which is not easy. Having caught the Piñata, the user sees the following screen with a reward (when watching the video). 

Another example with the Bounty Hunt event: contracts that spawn every 8 hours but that you can speed up by viewing an ad.

If you don't want to do the contract you can also re-roll it:

[💎@53:57] Sometimes a community plays a big role in the appearance of an ad placement. For example, this is how the game Bounty Hunter got to adding a re-roll window which gives the opportunity to change the number of contracts (quests) in exchange for an ad view. It does not give the user resources, but allows him to save time - it gives him convenience.

And here is how this event looks on the chart:

Healthy static placement gives 60-80% of impressions, but it needs to be thoroughly tested and optimized.

Summary

“Don't tell yourself that players don't like ads. They love it if packaged properly”

For a midcore or casual game the 70/30 ratio for the in-app/ad profit could be achieved.