According to Bergstrom, about 75-80% of Next Game players opt in to watch reward ads, which generates about 6 cents per player per day. Although the company did not disclose how many daily players it has, Bergstrom said its “Walking Dead” title has been downloaded 12 million times, and its games “serve hundreds of thousands of ad views each day.”
Ads are delivered by Unity Technologies’ monetization platform, Unity Ads, and they make up about 20% of Next Games’ revenue, while the other 80% comes from in-app purchases.
The jury is still out on how effective incentivized ads are from the advertiser’s perspective, although anecdotal evidence suggests rewarded videos enjoy very high completion rates.
Next Games shows its belief in reward videos by using them not just to monetize its own players, but by also using Unity Ads to drive installs of its own titles.
“If we look at an ad implementation that is built in a way that results in accidental clicks versus an implementation like ours where players opt in to watch an ad and are more receptive to it,” Bergstrom said, “the latter most likely results in better conversion to download for the advertiser too.”
Update: An earlier version incorrectly stated that ads are delivered programmatically.