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1、In-GameRewardedVideoRevenueEnhancerorIAPCannibal?Overview1Introduction?Introduction?Goals&Methodology2Results?Retention?SessionTime?AdViews?Revenue3Discussion?Conclusion4Appendix?About?Glossary21IntroductionIntroductionWhilerewardedvideohasbecomethenumberoneprefe
2、rredmethodofadmonetizationbybothend-usersandmanypublishers,somedevelopersandpublishersstillconsideraddingvideoadstotheirgamesanegativemove,whichcouldhavenegativeimpactsonrevenueandretentionoverall.55%ofapprevenuescomefromads,ratherthanin-apppurchases(IAP)despitem
3、anypublisherspreferringthefeelof“earned”IAPrevenuefromostensiblyloyalusersover“forced”revenuefromdisplay,interstitial,orpre-rolladvertising.Rewardedvideoo?ersanotheroption.Tostudythis,AdColonypartneredwithasuccessfulpublisherthathasbeenproducinggamesformultiplepl
4、atforms,includingmobile,since2006.Withyearsofpracticeathoningtheircraft,thedeveloper’stitlesareimmersive,entertainingappsthatfeaturestrongcoregameplayloops.4Goals&MethodologySeekingtoanalyzetheimpactthattheinclusionofvideoadswouldhaveonitssuccessfultitles,thepubl
5、isherandAdColonyanalyzeduserbehaviorandmonetizationdataintwosuccessfultitlesfromthepublisher.DuringanexperimentalperiodfromQ1throughearlyQ3,wesoughttoexaminetheimpactoftheinclusionofrewardedvideoadsonretention,IAP,engagement,andothermetricsforsuccessintwofree-to-
6、play(F2P)mobilegameswithanaverageDAUcountof91,000.52ResultsRetentionRetentionisoneoftheclearestindicatorsofanapp’shealth.Whilemanythinkahealthyappshouldhaveaconsistentnumberofusers,thisisrarely,ifever,thecase.Usually,retentionismeasuredinDay1,Day7,andDay30retenti
7、onrates.WhiletheoverallD30retentionlinesfollowverysimilarcurves,playerswhostartedplayingafterrewardedvideowasintroducedwereactuallymorelikelytoreturntothegame.Theinclusionofvideoadsactuallyfosteredloyalty.7SessionTimeInadditiontohavingapositiveimpactonretention,t
8、heinclusionofvideoadsalsoincreasedaveragesessionstimesacrossbothtitles.Playerswhoviewedadshad12%moresessionsperdayand28%longersessiontimesthanplayerswhodidnote
