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Meta Audience Network: 93% of mobile game devs consider in-game ads to be critical

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The vast majority of mobile developers see ads as critical to successful monetization, with 93% of developers using in-game ads as part of their monetization mix, according to a survey by Audience goal network.

Meta Audience Network commissioned market researcher IDC to survey 514 corporate gaming decision makers in 17 countries. Each of the respondents was a manager, director or lead and had experience with mobile game development, monetization and / or acquisition.

The goal was to understand the consequences of Apple’s emphasis on privacy on targeted advertising with its iOS 14.5 app tracking transparency features, which was released in Spring 2021. The survey aimed to uncover activity. mobile gaming by diversifying their revenue streams, what role in-app ads should play in game creators’ monetization mix, what ad formats and placements will help meet average daily active user (ARPDAU) revenue and goals loyalty, as well as how mobile gaming companies should plan for future monetization and growth.

Key findings

About 62% of developers surveyed believe that the combination of in-app advertising (IAA) and in-app purchase (IAP) is the best strategy for achieving ARPDAU’s goals and loyalty at the game’s launch. (And 33% even saw an increase in life value after introducing the IAA into their IAP-only game.)

Meta said 67% of game decision makers are now making games with a unified user acquisition and monetization strategy, starting in the early stages of game development.

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And 83% of developers found the IAA to be effective at acquiring players for other games in their portfolio, especially as part of a UA solution suite.

In addition to using in-app ads, more than half of respondents said they also work with social media influencers and content creators. They also said they are building communities and social networks outside of the game and using social / viral absorption features built right into their games.

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