While there are a myriad of monetization options available to mobile game developers, the freemium economy and the expectation for free content often necessitates ad monetization solutions. So which ad formats would mobile app game developers most recommend?
According to a survey of 350 mobile game developers published by eMarketer, the preference for video is clear:
Clearly, rewarded video ads are by far the most popular choice among mobile game developers, with 58% of survey respondents noting this monetization method as the one they would most recommend.
Second to this, 16% of mobile game developers recommended interstitial video ads as a monetization method for games. As always, it’s important to implement such ads at natural points in gameplay, such as after a boss fight or between levels.
Combined, video ads were the most recommended format for 74% of mobile game developers. Meanwhile, display formats were recommended by only 26% of developers, with banner display ads (15%) being slightly more preferred than full-screen display ads (11%).
To be fair, this is not to say that only 26% of mobile game developers use display advertising to monetize their games. Rather, video ads are simply their preferred format, which isn’t too surprising given the higher eCPMs available.
What is of note, however, its the dominance of rewarded video ads over interstitial video. Among developers who prefer video ads over other formats, 78.4% prefer rewarded video over interstitial. So why is this?
The key differentiator between the two formats is that rewarded video ads appear when the user requests them, and interstitial video ads appear when the developer requests them. When users are able to choose when they see in-app advertisements and are rewarded for this choice, both the user experience and monetization improves, a clear win-win for the publisher and the user.
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