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Meta Audience Network: 93% of mobile game devs consider in-game ads to be critical

Meta Audience Network is looking at the impact of App Tracking Transparency.

Meta Audience Network is considering the impact of App Tracking Transparency.

Image Credit: Meta

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Almost all mobile developers consider ads critical to successful monetization, with 93% of developers using in-game ads within their monetization mix, in accordance with a survey by Meta Audience Network.

Meta Audience Network commissioned market researcher IDC to survey 514 gaming business decision makers in 17 countries. Each one of the respondents were manager, director or lead level and familiar with development, monetization and/or acquisition of mobile games.

Desire to was to determine the aftermath of Apples focus on privacy over targeted advertising using its App Tracking Transparency top features of iOS 14.5, that was released in the spring of 2021. The survey aimed to learn mobile gaming businesses diversifying their revenue streams, what role should in-app ads play in game creators monetization mix, which ad formats and placements can help meet average revenue per daily active user (ARPDAU) and retention targets, along with how mobile gaming businesses should arrange for future monetization and growth.

Key findings

About 62% of developers surveyed believe combining in-app advertising (IAA) and in-app purchasing (IAP) is the greatest technique to meet ARPDAU and retention targets at game launch. (And 33% even saw a rise in lifetime value after introducing IAA with their IAP-only game.)

Meta said 67% of gaming decision makers are actually building games with a unified user acquisition and monetization strategy, beginning with the first stages of game development.

And 83% of developers found IAA to work in acquiring players for other games within their portfolio especially within a suite of UA solutions.

Along with using in-app ads, over fifty percent of these surveyed said theyre also dealing with social media marketing influencers and content creators. In addition they said they’re creating social communities and networks beyond your game, plus they are using social/viral uptake features which are built straight into their games.

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