AA: Why should developers use ads in their games? Don’t users hate ads — and thus using them would send valuable users to other games?
MM: You should use in-game advertising because it can be a substantial portion of your revenue. Some free-to-play game developers report almost half of their revenue comes from in-game ads. While it may be true that users hate ads in the traditional sense, we’ve found that if you give users some control — such as incentives to opt-in — or manage how many interstitials and banners they see, in-game ads can benefit both parties. his is especially true if the content is relevant — in other words, if the ads are about games!
It’s a fact — mobile gamers play more than one game at a time. While it It may seem that you will lose your players if you advertise other games to them, that’s not necessarily true. According to some reports, the average mobile gamer downloads more than 20 games per year and are playing at least 4 at any given time. If you strategically segment the users you show ads to, you can make money off these users who were going to leave anyway, while also protecting your core audience that has a longer lifetime in the game. Plus, just because your users try another game doesn’t mean they are leaving yours for good."
App Annie Interview Series – Mobile Ad Insider: UnityAds | App Annie Blog