Delivered at Casual Connect Europe 2016 Through Kongregate's findings from effective in-game advertising, we’ll cover how to: track and optimize performance; engage as many players as possible; and give rewards that matter. Case studies from Adventure Capitalist, Bullet Boy, Epic Skater, and more will exemplify good and bad ad implementation. Learn how in-game ads can boost your revenue stream or even become your main source.

1. TA M M Y L E V Y
D I R E C T O R O F P R O D U C T, M O B I L E
K O N G R E G A T E
S U C C E S S F U L I N - G A M E A D S
T H E S E C R E T S A U C E F O R M O N E T I Z A T I O N
A M S T E R D A M 2 0 1 6

2. OVERVIEW
Who is Kongregate?
3 Case Studies
Epic Skater
Adventure Capitalist
Bullet Boy
Key Takeaways

3. KONGREGATE

4. KONGREGATE
20 games launched [65M Installs]

5. KONGREGATE
20 games launched [65M Installs]
Latest Game: Battlehand, Editor’s Choice

6. KONGREGATE
20 games launched [65M Installs]
Latest Game: Battlehand, Editor’s Choice
10 games with ads [40M Installs]

7. KONGREGATE
20 games launched [65M Installs]
Latest Game: Battlehand, Editor’s Choice
10 games with ads [40M Installs]
20% of mobile revenue in 2015 from ads

8. AD REVENUE

9. AD REVENUE
“Quality” of your traffic
(clicks and installs)

10. AD REVENUE
“Quality” of your traffic
(clicks and installs)
Payout set by the apps

11. AD REVENUE
“Quality” of your traffic
(clicks and installs)
Payout set by the apps
Impressions
(number of ad views)

12. AD REVENUE
“Quality” of your traffic
(clicks and installs)
Payout set by the apps
Impressions
(number of ad views)
we can influence this!

13. AD TYPES

14. AD TYPES
Banners

15. AD TYPES
Banners
Offerwall

16. AD TYPES
Banners
Offerwall
Interstitials

17. AD TYPES
Banners
Offerwall
Interstitials
Rewarded Video (Opt-in)

18. Y O U R D A I LY F I L L - S U M M E R 2 0 1 4

19. LAUNCH
Great Launch
2.5 M Installs
#4 Best New Games
Ads, Not So Great
CTA wasn’t great
Watch for coins
Coins were not valuable
No custom stats tracking

20. ADS REVAMPED
Ads 1.5
Interstitials
Ads 2.0
Skate Shop to spend coins
Watch an ad to revive

21. REVENUE FROM ADS
35%
75% Ads 1.5
Ads 2.0

22. ARPDAU
INCREASED
IN-APP PURCHASES
CONSTANT
ADS ARPDAU
QUADRUPLED
REVENUE FROM ADS
Ads 1.5
Ads 2.0

23. LESSONS
Integrate ads into gameplay
Prominent surfacing
Meaningful rewards
Integrate before launch!
Don’t miss DAU peak

24. H Y P E R H I P P O F E B 1 8 T H 2 0 1 5

25. LAUNCH
Launch Installs: 2.7 M
#3 Best New Games
Excellent ad design
Video ad for 2x bonus on all investments
Boost lasts 4hrs
Max 5 ads per day
Added custom stats tracking
Measure performance
Implement and track improvements

26. STATS
E N G A G E M E N T W I T H A D S
> 4 0 % O F D A U
3 A D S / P L AY E R / D AY
R E V E N U E F R O M A D S
4 0 %

27. PAYER VS NON-PAYER
I N - A P P P U R C H A S E S
N O T C A N N I B A L I Z E D B Y A D S

28. W H Y D O E S I T W O R K S O W E L L ?

29. G O O D S U R FA C I N G P E R M A N E N T B U T T O N

30. BETTER SURFACING
B I G G E R B U T T O N
1 0 % I N C R E A S E D A D E N G A G E M E N T
+10%

31. M E A N I N G F U L R E WA R D S

32. D E L I G H T F U L F I C T I O N “ A D V E R T I S I N G I S T H E L I F E B L O O D O F C A P I TA L I S M ”

33. INTEGRAL PART OF LIVE OPS
I N C O R P O R AT E A D S I N T O
N E W C O N T E N T A N D E V E N T S

34. E V E N T S
D R I V E H E AV Y A D E N G A G E M E N T
INTEGRAL PART OF LIVE OPS

35. LESSONS
Integrated
Part of the core-loop
Boost
Players happily watch ads that help them
Good fiction
Better UX → more interaction

36. P O M E L O G A M E S - S U M M E R 2 0 1 5

37. LAUNCH
With interstitials too
Multiple opportunities to watch ads
Integrated into the core loop
Help you progress
Standardized custom stats tracking
Optimize each title
Compare stats across games

38. R E WA R D E D V I D E O WA T C H V I D E O T O R E V I V E – O N E P E R R U N

39. R E WA R D E D V I D E O F R E E P O W E R - U P O N T H E N E X T R U N

40. INTERSTITIAL
P O P - U P E V E RY 4 D E AT H S
WA S T H I S H U R T I N G R E T E N T I O N ?
L O W E R E D F R E Q U E N C Y ( T O 6 D E AT H S )
N O C H A N G E I N R E T E N T I O N
lowered frequency

41. STATS
L A U N C H
E D I T O R ’ S C H O I C E I N L ATA M C O U N T R I E S
1 . 8 M I N S TA L L S
E N G A G E M E N T W I T H A D S
3 0 - 4 0 % O F D A U
5 A D S / P L AY E R / D AY
R E V E N U E F R O M A D S
9 0 %

42. LESSONS
Get Creative
More ad opportunities are good
Interstitials
Don’t necessarily hurt retention
Beware of poor UX
(you do want to keep an eye on this)

43. CONCLUSION
A L M O S T D O N E !

44. KEY TAKEAWAYS
% of players engaging with ads
# of ads watched per day
Ad option per session
Integrated to the core-loop
Meaningful rewards
Placement matters
Positive experience
Delightful fiction!
MAXIMIZE DESIGN ADS INTO YOUR GAME

45. THAN YOU!
WA N T M O R E D ATA ?
V I S I T D E V E L O P E R S . K O N G R E G AT E . C O M / B L O G
WA N T T O W O R K W I T H U S ?
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