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 consider ads critical to successful monetization, with 93% of developers using in-game ads as part of their monetization mix, according to a survey by Meta Audience Network.
Meta Audience Network commissioned market researcher IDC to survey 514 gaming business decision makers in 17 countries. Each of the respondents were manager, director or lead level and experienced with development, monetization and/or acquisition of mobile games.
The aim was to figure out the aftermath of Apple’s emphasis on privacy over targeted advertising with its App Tracking Transparency features of iOS 14.5, which was released in the spring of 2021. The survey aimed to find out mobile gaming businesses diversifying their revenue streams, what role should in-app ads play in game creators’ monetization mix, which ad formats and placements will help meet average revenue per daily active user (ARPDAU) and retention targets, as well as how mobile gaming businesses should plan for future monetization and growth.
About 62% of developers surveyed believe combining in-app advertising (IAA) and in-app purchasing (IAP) is the best strategy to meet ARPDAU and retention targets at game launch. (And 33% even saw an increase in lifetime value after introducing IAA to their IAP-only game.)
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