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pocketgamer.biz 2018 Steel Media Ltd This report and its contents are the copyright of Steel Media Ltd and may not be distributed, copied, or reproduced without permission. Mobile Games Advertising Report 2018 Mobile Games Report IN ASSOCIATION WITH mintegral2 THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING IN ASSOCIATION WITH Contents .pocketgamer .biz 2018 Steel Media Ltd This report and its contents are the copyright of Steel Media Ltd and may not be distributed, copied, or reproduced without permission. From breaking industry stories and in-depth interviews with key executives to updates on industry events and detailed analysis of mobile games metrics, PocketGamer.biz is the first port of call for mobile game developers, publishers, operators, handset manufacturers, investors, and service providers. Jon Jordan | Writer Joao Diniz-Sanches | Production Jez Bridgeman | Creative Director Paul Edwards | Senior Designer Craig Chapple | Senior Editor All statistics in this report are for informational purposes only and are correct at time of going to press to the best of our knowledge. Steel Media can accept no responsibility for inaccuracies that occur but where mistakes are discovered we will correct any oversight. The mobile games advertising report 2018 by PocketGamer.biz and MintegralThe growth of mobile advertising and games 3High level trends Zynga and Glu Mobile 8Why developers love rewarded video ads 10The view from PikPok 13Funding new ways to play 14Why players love rewarded video ads 17The rise of playable ads 19The view from Mintegral 21C a s e S t u d y : How Mintegral works with Playrix 22Whats next? 23Sources 25About Mintegral 26So, given we now spend over four hours a day looking at our mobile screens, 1it should be no surprise such adoption has triggered massive disruption in the advertising industry. In the US, which is the worlds largest advertising market, before 2010 mobile advertising revenues werent large enough to be recorded as part of overall digital advertising spend. By 2016, however, mobile advertising was larger than the non-mobile sector for the first time. 2And looking at the sectors current growth rates demonstrates how quickly the situation is changing. The US mobile advertising market grew by 77 percent from 2015 to 2016, while the non-mobile sector declined eight percent over the same period. This isnt just happening in developed markets such as the US and UK, either. These trends are extending around the world too. Its expected the global mobile advertising market will be larger than the non-mobile sector for the first time in 2017, and its also expected to break the $100 billion mark by 2018. 3Another tipping point is 2017 will be the year when growth in mobile advertising boosts digital advertising spend to overtake TV as the #1 category for the first time. 4Yes, mobile advertising is big and still growing fast. MOBILE GAMES ARE THE STICKIEST Of course, the mobile advertising sector is not monolithic, and has itself been strongly shaped by usage changes over the past five years. One significant trend has been the rise of time spent within mobile apps compared to mobile web or browser activity. The latter has been broadly static while, driven by the transition of social networks such as Facebook and Twitter from browser to app, as well as app-only platforms like Instagram and Snapchat, daily time spent in-app per person almost doubled between 2012 and 2016. This has driven explosive growth in app-oriented advertising 3 THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING IN ASSOCIATION WITH The growth of mobile advertising and games Its a maxim of advertising that money follows eyeballs Data source: IAB/PwC Internet Ad Revenue Report, FY 2016 WORLDWIDE MOBILE APP FORECAST: IN-APP AD* a trend that is expected to accelerate over the coming years. 9This is because the majority of in-app purchases (IAPs) are generated by mobile games, while the majority of revenue generated by non- gaming apps comes from advertising due to their larger audience. The aggregated total time spent in non-gaming apps is much bigger than the time spent within games too, making them a natural fit for advertising. Where games really stand out from general apps, however, is their ability to generate large amounts of revenue through IAPs. Thanks to their strong engagement mechanics, the ability to create tight social connections, and offer ever-changing commercially-driven entertainment, mobile games account for around 80 percent of total in-app spending. 10 This is declining relatively due to the rise of non-gaming subscription services such as Netflix and Tinder, but it was estimated in 2017 that 82 percent of app store spending was generated by games, a proportion dropping to 76 percent by 2020, although the absolute total will rise substantially. 11In-game advertising is not irrelevant for mobile games. Their ability to generate IAP spending provides a strong foundation for in-game advertising, especially when it can be deeply linked to in-game activities. Nevertheless, its clear that for the most successful mobile games developers and the most successful games, IAPs are, by far, their primary means of generating sales. For example, this is certainly the case for top grossing hardcore 6 THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING IN ASSOCIATION WITH THE GROWTH OF MOBILE ADVERTISING AND GAMES APP STORE REVENUES | GAME its largest ad-funded game is the word game Words With Friends. But it is worth noting the advertising proportion of Zyngas sales has dropped from over 30 percent in 2015 peaking at $56 million in Q4 to around 20 percent in 2017, or around $40 million a quarter now. As with Glu Mobile, this is partly because Zynga has been successful in focusing on in-app purchase monetisation. Y ou can see this in the Ad Percent Share Revenue graph on the left. Another mobile games company worth investigating in this context is French outfit Gameloft, which is now part of media conglomerate Vivendi. It only introduced in-game advertising into some of its titles in 2015, but since then has The percentage of overall revenue generated from advertising declined for Zynga and Glu Mobile in 2016 and 2017 AD PERCENT SHARE REVENUE 2014-2017 Zynga Glu Mobile Gameloft 2014 10% 20% 30% 2015 2017 20169 THE PAST, PRESENT AND FUTURE OF MOBILE GAME ADVERTISING IN ASSOCIATION WITH HIGH LEVEL TRENDS ZYNGA AND GLU MOBILE seen advertisings proportion of overall sales rise to 16 percent. In contrast to Zynga and Glu Mobile, this trend has been emphasised as the money Gameloft generates from in-app purchases has been in decline in 2017. Delving deeper into the numbers, its also possible to see how the advertising revenue these companies generates has changed over the years with the size of their audience. This is represented by the graph you can see on this page. Again, this is a simplification of a complex situation but its clear that while player numbers as measured by the monthly active user metric have been in decline, Zynga and Glu Mobile have been generating more advertising revenue per MAU. For example, back in 2014, Zynga generated around $0.25 per million MAUs. Glu Mobiles total was closer to $0.10 per million, which has risen steadily to almost $0.50 per million in 2017. In contrast, Zyngas rate peaked in Q4 2015 at over $0.75 per million, before declining in 2016 and 2017. Nevertheless, as with Glu Mobile, the broad trend is upwards, with the rate for both companies converging around $0.50 per million, which highlights how the value of in-game advertising has risen from what was a static banner ad-dominated market in 2014 to a rewarded video ad market in 2017. The outlier in this situation is Gameloft, which currently operates on a much lower rate than the other two. Partly this is a result of coming late to mobile game advertising, which means its had to retrofit advertising into existing games, which is always less efficient in terms of generating revenues. More generally , Gameloft has a large number of games in the market and only has advertising running in a handful of them. Another company that should be considered in this context is King, now part of Activision Blizzard. It pulled all its in-game advertising in 2013 when it decided to focus on monetising games such as Candy Crush Saga purely with IAPs. However, given its large audience around 300 million monthly active players it is experimenting with the reintroduction of in-game advertising. Estimates suggest it could generate anything between $100 million to $600 million of revenue from in-game advertising annually . 14 The amount of advertising revenue generated per million monthly active players has broadly increased for Zynga and Glu Mobile since 2014 ADVERTISING PER MAU 2014-2017 Zynga Glu Mobile Gameloft 2014 $0.25/m $0.5/m $0.75/m 2015 2017 2016
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