Currently, these are the types of Monetization in apps which have achieved higher rates:
Battle Passes (e.g., Fortnite, Genshin Impact, PUBG Mobile);
Booster subscriptions (e.g., Boom Beach);
VIP access (e.g., Wheel of Fortune);
Remove Ads subscriptions (e.g., Sand Balls).
Downloaded from smart ads
It can be observed that there is a diversity of IAA strategies. How can one achieve rapid IAA growth and take the lead in the race? NetMarvel presents an advanced strategy today, offering new monetization ideas for small to mid-sized mobile game developers!
01 Positive Market Feedback, Avoid Excessive Negativity
According to the data grasped from statista, we can see that there’s still a rise in the amount of the average revenue in mobile games market in the year of 2023. Consequently, game designers and publishers still have opportunities to boost their business in the year of 2024.
02 Impressive Performance of Small Games Overseas, IAA Model Potential
The revenue situation of small games in 2023 is relatively promising. Whether it's puzzle games representing puzzle-solving and relaxation or competitive mobile games like Clash of Clans, they have achieved good results.
Currently, genres such as hyper-casual, puzzle-solving, simulation, etc., are strong money-making categories in the IAA market, attracting developers' attention. Leveraging their extensive experience, NetMarvel advocates for developers to focus on precision operations from the perspective of a unique and mature platform.
The slogan of "precision operation" has been around for many years, but compared to other categories, the implementation of IAA category seems to be far behind. Despite being a familiar topic, how many have actually excelled in it?
Precision operation in the IAA category ultimately falls on the users. The specific steps can be divided into three major stages: customer acquisition, retention, and monetization.
Customer Acquisition: Create freshness in development, be smart about acquisition
In the customer acquisition phase, game mechanics/essence, understanding costs, and visual experience are the underlying elements to create strong attraction. Regarding acquisition, the refinement in the IAA market is reflected in setting acquisition stages, phased bidding, data feedback, and optimizing bidding schemes. Based on years of in-app purchase growth marketing experience, NetMarvel recommends developers to directly integrate into this crucial acquisition phase.
Programmatic advertising platforms can be beneficial, with three phased suggestions:
For IAA products, the deployment stages can be categorized as the testing period, the major promotion period, and the mature period.
During the testing period, it is not advisable to spend too much. Developers need to choose suitable media platforms for testing, or build momentum on social media to test the direction of materials that interest the target audience.
During the major promotion period, developers with budgets are advised to allocate resources on top-tier advertising platforms like meta to ensure high-quality user acquisition and CPI, quickly expanding and consolidating volume. During this period, quickly determine the correct creative direction and focus on advertising.
In addition to acquiring users through top-tier product media channels, developers also need to actively position themselves in niche categories. Platforms like NetMarvel, with their own in-app traffic resources and reliance on lightweight and efficient SDKs, gather high-quality global mid-to-long-tail advertising resources. This is an effective channel for IAA developers to expand their advertising channels and capture more high-quality users.
The mature period is a critical time for the strategy of feeding back high-value user data. At this point, it is necessary to leverage programmatic advertising to explore high-value users. By integrating with the NetMarvel programmatic advertising platform and setting high conversion goals, because there is already enough user feedback data available for machine learning, the platform's intelligent advertising function supports tracking the effects of different creative links on different platforms in real-time, and adjusts bids accordingly, ensuring overall ROI growth without disrupting the flow.
Retention: Games are content-consuming products
In terms of retention, I agree with a viewpoint from an industry insider that games are content-consuming products. Only by providing users with enough "content experience" can users willingly stay. Good "content experience" focuses on gameplay, and for developers, creating good gameplay requires staying innovative at all times. NetMarvel suggests that developers develop a habit of studying the top 100 lists and new releases. The dimensions of the list can include investment in acquisition, in-app revenue, download rankings, etc., which can generally be found on third-party data platforms. Always maintain sensitivity to innovation, at least in terms of gameplay or artistic style, to stand out and create a "strong attraction."
Monetization: Connect to third-party aggregation platforms
Once users have accumulated to a certain level, IAA developers need to aggressively promote commercialization and monetize, especially for categories such as hyper-casual and puzzle-solving, where users can easily pass levels, lacking complex cultivation systems and operations. Therefore, the product lifecycle of such applications is short, and it is necessary to promote advertising monetization as soon as a certain user level is reached.
In terms of monetization, NetMarvel suggests that developers connect to third-party aggregation platforms. The NetMarvel aggregation platform gathers global upstream and downstream partners, covering mobile games, e-commerce, social, entertainment, finance, tools, travel, and other mobile applications, including budgets from brand categories such as beauty and automotive. This extensive budget not only covers multiple categories but also spans multiple countries and regions, including the United States, Japan, South Korea, Brazil, Southeast Asia, Australia, South America, and more.
Taking Brazil as an example, NetMarvel's ECPM can stabilize at around 12, with a fill rate of over 20%, gaining recognition from many developers as "proven effective."
Simultaneously, to balance the player's gaming experience, NetMarvel recommends that IAA developers focus on incentive videos rather than interstitial ads, using elements such as props, coins, and skins to incentivize players to continue participating. NetMarvel can provide developers with various ad styles, including reward videos, banner ads, out-stream videos, native ads, etc.
NetMarvel is dedicated to providing efficient customer acquisition and monetization solutions to help global developers increase user scale and monetization revenue. Currently, NetMarvel has successfully cooperated with 100,000+ upstream and downstream partners, and its advertising monetization improvement cases have been recognized by many developers, exceeding their revenue goals.
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