You Can Have Your Cake and Eat It, Too – Maximize Ad Revenue and Maintain User Retention in Mobile Games
PlayHaven Data Insights:
- Developers can significantly increase mobile game revenue via ads without sacrificing user retention.
- Mobile game developers that allow ads for games of the same genre can increase ad revenue by up to 196%, without loss in retention.
- One PlayHaven partner increased net eCPMs on iPhone by 85% and iPad by 174% by allowing same genre ads, and maintained the same level of retention.
- Placing ads after users are engaged with a game can improve user retention by up to 57%.
So, you’ve built a great mobile game – in addition to in-app purchases, advertising revenue can make a significant contribution to your game monetization. But, in order to maximize potential ad revenue and keep players in your game, you must make informed decisions with regard to which games you advertise and when to display those ads.
Your goal in running in-game ads should be driving maximum revenue while maintaining retention among current users. We’ve taken an in-depth look at ad performance and retention between game genres to help our partners understand how to maximize their games’ advertising revenue while maintaining user retention.
Contrary to popular belief – ads for games within a similar genre do not cannibalize your user base
A common concern we hear from game developers is that by allowing similar games to advertise in their game, there is potential to lose users to competitors and consequently miss opportunities for in-game monetization via in-app purchases.
PlayHaven findings reveal that this is not the case and game developers can use ads for same genre games to generate revenue up to 196% more efficiently while seeing no loss in user retention compared to only running ads from games of different genres.