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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 ...
#MadeWithUnity
#MadeWithUnity
Unity Ads Solves Hard Problems
$
Acquire
EngageRetain
#MadeWithUnity
Problem #1: Engage and Retain
CORE LOOP
AD LOOP
#MadeWithUnity
CORE & AD LOOP
Building Video Ads Strategically into
Gameplay Creates a Positive Experience
#MadeWithUnity
Myth #5: eCPM is the King!
#MadeWithUnity
What Exactly is eCPM?
Definition: Effective Cost per Mille
eCPM = X 1000
Total Earnings
Total Impressions
#MadeWithUnity
Few more important metrics
DAU – Daily Active Users
ARPDAU – Average Revenue per DAU
Fill Rate = Successful...
#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
US
Impression #1 $30 eCPM
Impression #2 $20 eCPM
Impression #3 $10 eCPM
eCPM = $20.00
ARPDAU= $.0...
#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...
#MadeWithUnity
#MadeWithUnity
SAARA BERGSTRÖM, CMO
NEXT GAMES
75-to-80% of our player base opt in to watch
ads, fueling our business to f...
#MadeWithUnity
• Some are biased, pushing own demand
• Self-fulfilling prophecy: Stuck in a certain position because eCPM ...
#MadeWithUnity
Good Examples of Video Ad
Integrations
#MadeWithUnity
Good Integration is the Key
• Your $$$ depends on impressions  more
possibilities for player to watch ads ...
#MadeWithUnity
• Clear message to player
• Better retention
• Longer session
• Better IAP
#MadeWithUnity
#MadeWithUnity
+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...
#MadeWithUnity
Currency Sale – Rewarded Video
Summary:
• Time sensitive event; usually weekend
• Double reward value OR do...
#MadeWithUnity
Try for watching video and buy!
Summary:
• Offer players to try new game stuff (character, booster,
weapon,...
#MadeWithUnity
Useful Links:
• Report Whitepaper: http://bit.ly/unityadsreport
• Good Examples Doc: http://bit.ly/unityads...
#MadeWithUnity
• Welcome to Valentin Simonov’s technical
preentation today at 20-00 Green Hall
• Come to our booth to win ...
#MadeWithUnity
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Slava Taraskin, Unity

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Top 10 Myths about Monetization on Mobile (White Nights Conference St.Petersburg 2016)

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Slava Taraskin, Unity

  1. 1. #MadeWithUnity To Ad or not to Ad Hidden ways to make more $$$ on your game
  2. 2. #MadeWithUnity Why Ads is Important? If You’re Lucky, 3% of your Entire Player Base Will Pay
  3. 3. #MadeWithUnity Ads Can Help Monetize The Other 97%
  4. 4. #MadeWithUnity What kind of ads???
  5. 5. #MadeWithUnity Myth #1: My Players Hate Ads! 71% 62%
  6. 6. #MadeWithUnity Preferred Ways to “pay”
  7. 7. #MadeWithUnity Myth #2: Retention Drop
  8. 8. #MadeWithUnity Myth #3: Payers will Stop to Pay
  9. 9. #MadeWithUnity Conclusion: Video Ads is the Choice!
  10. 10. #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”
  11. 11. #MadeWithUnity
  12. 12. #MadeWithUnity Unity Ads Solves Hard Problems $ Acquire EngageRetain
  13. 13. #MadeWithUnity Problem #1: Engage and Retain CORE LOOP AD LOOP
  14. 14. #MadeWithUnity CORE & AD LOOP Building Video Ads Strategically into Gameplay Creates a Positive Experience
  15. 15. #MadeWithUnity Myth #5: eCPM is the King!
  16. 16. #MadeWithUnity What Exactly is eCPM? Definition: Effective Cost per Mille eCPM = X 1000 Total Earnings Total Impressions
  17. 17. #MadeWithUnity Few more important metrics DAU – Daily Active Users ARPDAU – Average Revenue per DAU Fill Rate = Successful Impressions / Ad Requests
  18. 18. #MadeWithUnity eCPM is the Wrong Question Game devs look at IAP revenue in terms of ARPDAU… Ads should be no different
  19. 19. #MadeWithUnity Example: Awesome Unity Game 1MM DAU 80% US, 20% China 3 Impressions/US user 2 Impressions/Chinese user
  20. 20. #MadeWithUnity Unity Ads US Impression #1 $30 eCPM Impression #2 $20 eCPM Impression #3 $10 eCPM eCPM = $20.00 ARPDAU= $.060 Network 2 US Impression #1 $34 eCPM Impression #2 No Fill Impression #3 No Fill eCPM= $34.00 ARPDAU= $.034
  21. 21. #MadeWithUnity Competitor has a higher average eCPM, but Unity Ads makes you more money Takeaway: Focus on ARPDAU
  22. 22. #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
  23. 23. #MadeWithUnity
  24. 24. #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
  25. 25. #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
  26. 26. #MadeWithUnity Good Examples of Video Ad Integrations
  27. 27. #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
  28. 28. #MadeWithUnity • Clear message to player • Better retention • Longer session • Better IAP
  29. 29. #MadeWithUnity
  30. 30. #MadeWithUnity +250% ad revenue / user +250% total ad revenue Longer play sessions
  31. 31. #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
  32. 32. #MadeWithUnity Currency Sale – Rewarded Video Summary: • 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
  33. 33. #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!
  34. 34. #MadeWithUnity Useful Links: • Report Whitepaper: http://bit.ly/unityadsreport • Good Examples Doc: http://bit.ly/unityads_examples • Email: slava@unity3d.com • Skype: vyacheslav.taraskin
  35. 35. #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!
  36. 36. #MadeWithUnity

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