Until last year, in-game ads were primarily seen as a monetization method for smaller studios and hypercasual games. Things have changed quite rapidly and now a growing number of top grossing games have jumped on the bandwagon, integrating ads to support their IAP-monetization.
With the rising popularity of in-game ads, developers have found new ways to reward the ads and thus increased the incentives to watch them. Tangible gifts, temporary boosts, revives/continues and skipping waiting times are just some rewards games can hand out in exchange for the time lost watching a video.
With skillful integration and meaningful rewards, ads can be something players enjoy having in games as an alternative for real-money payments. They clearly are not the irritating mood killers they used to be in the past.
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