2018年移动游戏广告报告（英文版）_27页_1mb

报告摘要

Mobile Games Advertising Report 2018 Summary

Core Content

This report provides an in-depth analysis of the growth and evolution of mobile advertising within the mobile games industry, focusing on the shift from traditional ad formats to more engaging and profitable monetisation strategies such as rewarded video ads. It also explores the financial impact of these changes on key industry players like Zynga, Glu Mobile, and PikPok, as well as the emergence of new game genres like idle games.

Main Trends

1. Growth of Mobile Advertising

Mobile advertising has grown significantly, overtaking non-mobile advertising in the US in 2016 and is expected to surpass the non-mobile sector globally by 2018.
Mobile video advertising has become a major revenue stream, with a 50% increase in 2016 and projected growth of 32% in 2017.
In-app advertising accounts for 94% of all mobile advertising, with the majority of mobile app revenue coming from ads rather than in-app purchases (IAPs).

2. Mobile Games as a Revenue Driver

Mobile games are not the most popular app category, but they generate significant revenue through IAPs.
Mobile games account for around 80% of total in-app spending, especially in hardcore titles like Clash Royale and Clash of Clans.
In-game advertising is becoming more prominent, with advertising revenue expected to rise from 20% to over 30% of total mobile game industry revenue by 2017.

3. Shift from Traditional Ads to Rewarded Video

Rewarded video ads have emerged as a preferred ad format due to their higher engagement and revenue potential.
Rewarded video ads are better integrated into gameplay and provide psychological incentives to players, which helps reduce ad blocking and increase retention.
Research shows that players who watch one rewarded video ad have a 30-day retention rate of over 50%, compared to an average of 13% for those who don't.
Rewarded video ads can boost IAP spending, as seen in the case of Joycity’s Game of Dice, where IAP revenue increased by 10% after introducing rewarded video.

Key Companies and Insights

Zynga and Glu Mobile

Zynga and Glu Mobile are among the largest mobile game publishers, with advertising revenue accounting for 20% and 15% of their total revenue, respectively.
Ad revenue per MAU (Monthly Active User) has increased for both companies since 2014, with Glu Mobile reaching $0.50 per million MAUs in 2017.
Zynga’s ad revenue per MAU peaked at $0.75 per million in 2015, but has since declined, while Glu Mobile's has been on an upward trend.
The decline in ad revenue share for these companies reflects their focus on IAP monetisation.

PikPok

PikPok is a New Zealand studio that has transitioned from banner and interstitial ads to rewarded video ads.
Rewarded video ads now make up 40-45% of PikPok's monthly revenue, with some titles seeing up to 70% from this format.
The studio has integrated rewarded video ads into gameplay progression, allowing players to watch ads to unlock rewards or continue gameplay.
Daily ad limits are in place to prevent overexposure and maintain player engagement.

Futureplay Games

Futureplay is a Finnish studio that specialises in "view-to-play" games, which rely heavily on rewarded video ads for monetisation.
The first three games from Futureplay, including Farm Away! and Craft Away!, have exceeded expectations in terms of ad performance.
These games combine IAPs and rewarded video ads, making them complementary rather than competing.
Average revenue per daily active player from ads is around $0.10, with five ad impressions per player.

Conclusion

Rewarded video ads are changing the mobile games advertising landscape, offering higher engagement, better monetisation, and reduced player friction.
The rise of idle games and other hyper casual titles has been facilitated by rewarded video ads, which provide revenue without compromising gameplay.
The overall trend is that advertising is becoming a more significant portion of mobile game revenue, especially as IAPs become less effective for certain player segments.