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#MadeWithUnity
To Ad or not to Ad
Hidden ways to make more $$$
on your game
#MadeWithUnity
Why Ads is Important?
If You’re Lucky, 3% of your Entire Player Base Will Pay
#MadeWithUnity
Ads Can Help Monetize
The Other 97%
#MadeWithUnity
What kind of ads???
#MadeWithUnity
Myth #1: My Players Hate Ads!
71% 62%
#MadeWithUnity
Preferred Ways to “pay”
#MadeWithUnity
Myth #2: Retention Drop
#MadeWithUnity
Myth #3: Payers will Stop to Pay
#MadeWithUnity
Conclusion: Video Ads is the Choice!
#MadeWithUnity
What’s the best moment to integrate?
• This question is important for rewarded video ads only
• Depends on many factors like game economic, style and
genre
• In general: earlier = better!!!
Myth #4: “I will think about it later”
#MadeWithUnity
#MadeWithUnity
Unity Ads Solves Hard Problems
$
Acquire
EngageRetain
#MadeWithUnity
Problem #1: Engage and RetainCORE LOOP
AD LOOP
#MadeWithUnity
CORE & AD LOOP
Building Video Ads Strategically intoGameplay Creates a Positive Experience
#MadeWithUnity
Myth #5: eCPM is the King!
#MadeWithUnity
What Exactly is eCPM?Definition: Effective Cost per Mille
eCPM = X 1000Total Earnings
Total Impressions
#MadeWithUnity
Few more important metrics
DAU – Daily Active Users
ARPDAU – Average Revenue per DAU
Fill Rate = Successful Impressions /Ad Requests
#MadeWithUnity
eCPM is the Wrong Question
Game devs look at IAP revenue in terms of ARPDAU… Ads should be no different
#MadeWithUnity
Example: Awesome Unity Game
1MM DAU
80% US, 20% China
3 Impressions/US user
2 Impressions/Chinese user
#MadeWithUnity
Unity Ads
USImpression #1 $30 eCPM
Impression #2 $20 eCPM
Impression #3 $10 eCPM
eCPM = $20.00
ARPDAU= $.060
Network 2
USImpression #1 $34 eCPM
Impression #2 No Fill
Impression #3 No Fill
eCPM= $34.00
ARPDAU= $.034
#MadeWithUnity
Competitor has a higher average eCPM, but Unity Ads makes you more money
Takeaway: Focus on ARPDAU
#MadeWithUnity
MIKA RAHKO, CO-FOUNDER AND
HEAD OF DEVELOPMENT,
FUTUREPLAY
We’re seeing an average of
22 rewarded video ads
watched per install.
And this engagement is sending
our revenue through the roof –
driving $0.15 average revenue
per player per day in the US
market.
““
Watch a Video to Enter Bonus Mode
#MadeWithUnity
#MadeWithUnity
SAARA BERGSTRÖM, CMO
NEXT GAMES
75-to-80% of our player base opt in to watch
ads, fueling our business to focus on creating
even better player experiences.
This engagement is having a tremendous
impact to revenue, by driving $0.06 average
revenue per player per day.
“
“
Watch a Video to Earn Surprise Rewards
#MadeWithUnity
• Some are biased, pushing own demand
• Self-fulfilling prophecy: Stuck in a certain position because eCPM is
heavily position dependent
• Ad networks don’t talk to each other, therefore the solution is not
truly optimized
• Serve ads based on historical data, not real-time
Few Words About Mediation
#MadeWithUnity
Good Examples of Video Ad Integrations
#MadeWithUnity
Good Integration is the Key
• Your $$$ depends on impressions more
possibilities for player to watch ads = more money
• Clear message to player about ads
• Gamification / Desirability of reward
#MadeWithUnity
• Clear message to player
• Better retention
• Longer session
• Better IAP
#MadeWithUnity
#MadeWithUnity
Text Styles
key to switch
between levels
24 pt.
Level 2 = Bullet 24 pt.
Level 3 = Bullet 20 pt.
Level 5 = Bullet 16 pt.
To get bullet / plain text
list
+250% ad revenue / user
+250% total ad revenue
Longer play sessions
#MadeWithUnity
“We saw an increase in session length and daily
session count with no decrease in user retention
whatsoever.”
Juha Matikainen
General Manager, Seriously
Best Fiends by Seriously
#MadeWithUnity
Currency Sale – Rewarded VideoSummary:
• Time sensitive event; usually weekend
• Double reward value OR double frequincy of available
reward
Outcome:
• 2x Revenue per day from Video Ads
• 2x Impression per day overall
• Increased user session length
• Increased user retention and engagement
• Higher baseline % of DAU watching video ads after the
event
#MadeWithUnity
Try for watching video and buy!
Summary:
• Offer players to try new game stuff (character, booster, weapon, car etc) for few time for watching video ads
• Offer to buy this stuff after trial as IAP
Outcome:
• One more scenario of integration with well gamification
• Increased IAP!!!
NEW
IDEA!
#MadeWithUnity
Useful Links:
• Report Whitepaper: http://bit.ly/unityadsreport
• Good Examples Doc: http://bit.ly/unityads_examples
• Email: [email protected]
• Skype: vyacheslav.taraskin
#MadeWithUnity
• Welcome to Valentin Simonov’s technical
preentation today at 20-00 Green Hall
• Come to our booth to win Unity Pro
Subscription License or Unite tickets
• See you on PARTY!
#MadeWithUnity
