This makes dynamic ads the more popular choice. Dynamic ads, on the other hand, can be updated in real time, giving advertisers more flexibility and allowing for improved targeting. Static ads are built into the code of the game - for example, a billboard at an online sports field. This is particularly true of hyper-casual games, which are quick and easy to start playing but often have high churn rates. With many apps free to download, game publishers sell space to advertisers as a way to make money and stay profitable. In the mobile gaming world, in-app advertising (IAA) is the key monetization strategy (the main alternative being in-app purchases, or IAP). Here, we focus on mobile: in other words, gaming apps for mobile phones and tablets. Ads can be shown in electronic games on all platforms and devices. In-game advertising is a way of monetizing games by incorporating ads within them. In this blog, we’ll cover everything you need to know about in-game advertising, including the benefits, challenges, top tips, and trends. The obvious benefit is the vast and increasingly diverse audience: from Candy Crush to Roblox to Clash of Clans, there’s a game for everyone, providing opportunities to connect with your ideal customers. It’s no surprise that advertisers want a slice of the pie: ironSource estimates that overall, mobile game advertising revenue is approaching $39.8 billion. We’ve passed that peak, but other factors like fast-growing smartphone adoption and growing intranet infrastructure worldwide keep the market healthy.
The 2020 lockdown was a major boost for the industry, as millions of us found ourselves stuck at home with time on our hands: installations shot up 45% on the previous year. So how did we all fall in love with pocket gaming? Well, Covid-19 has a lot to answer for.
Mobile games are having a moment: the industry generated around $92 billion in 2022. We also know mobile accounts for more than half of online gaming revenues, and games are the most downloaded app category across both Apple’s App Store and Google Play. Others put that figure well over 2 billion. Statista reports that worldwide, more than 1.75 billion of us played mobile games in 2022. Some might be checking work emails or keeping up with the news - but statistically, there’s a strong chance they’re playing a game. On the train, in the waiting room, even walking down the street… Everywhere you look, people are fixed on their phones.
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