People of all different ages and backgrounds seek out mobile games to bring them joy in their freetime, help them pass the time waiting in line and to feed their need for competition. There are about 2.69 billion mobile game players globally and mobile games dominate the App Store revenue share at 66%. 

With mobile gaming being such a popular pastime, app marketers have the opportunity to monetize on these platforms. However, balancing between adding in video advertising and not spamming players can be quite the challenge. Here we outline the types of mobile gaming ads and when marketer’s should present them within their app. 

Types of Mobile Gaming Ads

There are many different types of ads that can be placed within mobile games. The key to winning users within gaming apps is creating ads that are unobtrusive, eye-catching and motivating for the user. There needs to be a reason the user is watching or interacting with the app. Below are three examples of ads that yield a high success rate within mobile gaming.  

Rewarded Video Ads

Rewarded video ads are one of the most popular ad formats for mobile games. Around 70% of users prefer this type of advertisement to other forms of in-app advertising. With rewarded video ads, the player gets an award or boost for watching the ad. The rewards can be anything from extra lives to additional points, hints or tools that will help them advance in the game. Because of these in-app gifts, users have an incentive to watch these ads fully.  

Rewarded video ads generate a very high revenue per thousand impressions (RPM) because of the astounding video completion and engagement rates. These ads generally increase user retention because users are enticed to spend more time on the app, thanks to these rewards. Sixty two percent of app developers saw user retention maintain or increase upon the introduction of rewarded video advertisements. It’s a win-win situation for developers, advertisers and players. 

Interstitial Ads

An interstitial ad is a full-screen ad that covers the entire interface of the app. Users have the option to skip the ad after watching it for a certain amount of time. This mobile game ad format can either be static or more interactive with video or gifs. 

These ads are typically displayed at transition points in an app flow. This could be between levels in a game or before a specific challenge. Making sure an interstitial ad is shown where a user is expecting a break in the action is extremely important. Surprising users with the ad or obstructing their use of the app can interfere with the user experience and deter them from using the app in the future. Mobile marketers should also keep in mind to not display interstitial ads upon opening or closing an app as it may come off as “spamming” to the user. 

Playable Ads

Playable ads are extremely popular and highly compatible with mobile games. With playable ads, users can interact with and get a sample of an app before installing it. These ads give gamers a taste of what another game looks and feels like and is a more interactive experience than watching a video ad. 

Playable ads work well because they end up capturing the attention of users who will actually continue to use and interact with the app. Giving users the opportunity to try an app before installing it makes playable ads an effective way to engage users. Additionally, the users who decide to install the app will have a clear view of what to expect, decreasing churn and uninstall rates. 

However, for a playable ad to be successful there are a few key elements it needs to contain. The ad needs to have some explanation or lead-in of how the game works – this can be in the form of a mini video tutorial. It also needs to allow time for the user to play an abbreviated version of the game (5-10 seconds works best). Lastly, there needs to be a clear call to action for the user to download the game to continue playing.

Mobile Gaming Ad Placement

Once marketers have decided what types of ads they are going to serve within their mobile game, it’s important to focus on where ads are placed. The ad can be served before the game even begins, during natural breaks within the game, or post gameplay. Each of these options have different benefits and drawbacks when it comes to engaging a target audience. 

Before Gameplay 

Exposing users to a rewarded video ad before the game begins gives users the opportunity to gain an immediate advantage in their game. By allowing users to have this advantage, the user’s experience within the game is enhanced. This also reminds gamers they will have rewards waiting for them if they choose to re-enter the game. It’s also an advantageous strategy for app marketers because it guarantees that a user sees the ad no matter how long they are actually playing the game. 

During Game Breaks

Marketers can also choose to serve an ad during a natural break in the game. For example, an ad could be placed during the progression to a new level or challenge. This can be helpful for gamers who may need extra rewards or tokens to get to the next part of the game. It’s also motivating for users to keep playing, as they know they will be rewarded for their time spent in the game. However, making sure that ads are placed at actual breaks in the game rather than disrupting the gamer is a crucial part of the user experience. 

Post Gameplay

Serving rewarded ads when a user has lost a level or is at the “game over” stage of the game can encourage a user to not give up on the app. Users who continuously lose levels may get discouraged and want to exit the game. This is where post gameplay ads can be a helpful tool in re-engaging the user and reminding them there are helpful tools available. 

Takeaways of Maximizing Mobile Gaming Ads

Mobile games dominate the App Store revenue share at 66%. With around 2.69 billion mobile game players globally, app marketers have the opportunity to monetize users on these platforms. 

Types of Mobile Gaming Ads

  • Rewarded Video Ads: With these ads, the player gets an award or boost for watching the ad. The rewards can be anything from extra lives to additional points, hints or tools that will help them advance in the game.
  • Interstitial Ads: An interstitial ad is a full-screen ad that covers the entire interface of the app. Users have the option to skip the ad after watching it for a certain amount of time. 
  • Playable Ads: These types of ads are extremely popular and highly compatible with mobile games. With playable ads, users can interact with and get a sample of an app before installing it. These ads give gamers a taste of what another game looks and feels like and is a more interactive experience than watching a video ad. 

When to Place Mobile Gaming Ads

  • Before Gameplay: Exposing users to a rewarded video ad before the game begins gives users the opportunity to gain an immediate advantage in their game.
  • During Game Breaks: Marketers can also choose to serve an ad during a natural break in the game. For example, an ad could be placed during the progression to a new level or challenge.
  • Post Gameplay: Serving rewarded ads when a user has lost a level or is at the “game over'' stage of the game can encourage a user to not give up on the app. Post gameplay ads can be a helpful tool in re-engaging the user and reminding them there are helpful tools available!