The survey shows publishers and developers are split when it comes to predicting the future, both the IAA and IAP majority camps each forecast a larger share of revenue next year (approx. 38% each). My prediction based on the study analysis is that intrusive ads have a limited lease on life, with developers moving towards immersive ad formats combined with personalised IAP conversion. Today's gaming marketing landscape demands game makers master LTV unit economics by selecting strong monetisation platform partners to mix and match IAA and IAP best practices regardless of game genre.
On the operational challenges of a hybrid approach, the survey found that planning against monetisation metrics by geo; player segmentation strategies and cannibalisation trade-offs between purchases and ad revenue were the top three pain points for the industry to master.
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