For game developers, advertising is often an afterthought. It’s something that they might do if they have some extra time and resources on their hands, but it’s not usually a top priority. However, with the rise of mobile gaming and the growing popularity of in-app purchases, advertising has become an increasingly important source of revenue for game developers.
Advertising vs. Subscriptions
One of the most common ways that game developers make money is through subscriptions. This model involves players paying a recurring fee for access to a game. However, this model has some limitations. For one thing, it can be difficult to attract new players to a subscription-based game, especially if they don’t know anything about it. Additionally, once players stop paying their subscription, they may never return.
Advertising, on the other hand, allows game developers to reach a wider audience and generate revenue from those who are not willing or able to pay for a subscription. While advertising is not typically as reliable as subscriptions, it can still be an important source of revenue for game developers.
The Importance of In-App Advertising
One of the most effective ways that game developers can use advertising to boost their income is through in-app advertising. This model involves placing ads within a game, so that players can see them while they are playing. In-app advertising can be highly effective, as players are already engaged with the game and more likely to interact with the ads.
In fact, according to a study by eMarketer, in-app advertising is expected to generate $4.6 billion in revenue in 2019. This represents a significant increase from the $3.5 billion generated in 2017. In addition, a survey by Nielsen found that 80% of mobile gamers have engaged with in-app ads at some point in their gaming experience.
Case Studies: Candy Crush and Clash of Clans
There are many examples of game developers using advertising to boost their income, but two of the most well-known cases are Candy Crush and Clash of Clans. Both of these games have been hugely successful, with millions of players around the world enjoying them on their mobile devices.
Candy Crush is a match-three puzzle game that was released in 2012. The game has been incredibly popular ever since, and it’s estimated that it generates over $1 million per day in revenue through in-app advertising. In addition to ads, Candy Crush also offers players the option to buy virtual currency, which can be used to unlock new levels or power-ups.
Clash of Clans is another game that has been incredibly successful, with millions of players worldwide. The game features a real-time multiplayer strategy gameplay, and it’s estimated that it generates over $5 million per day in revenue through in-app advertising. In addition to ads, Clash of Clans also offers players the option to buy virtual currency, which can be used to upgrade their army or buildings.
Using Advertising to Enhance the Gaming Experience
While advertising is an important source of revenue for game developers, it’s important to use it in a way that enhances the gaming experience for players. In-app ads should be non-intrusive and relevant to the player’s interests, otherwise they may be more likely to ignore them or even become frustrated with the game.
One effective way to do this is by using targeted advertising.
