Adverty, the leading in-game advertising provider and multi-patent-holding creator of the programmatic In-Play ad format, onboarded 156 new mobile games from 23 new game publishers and developers in 2022. The company now hosts close to 250 mobile gaming apps within its exclusive In-Play ad network, which has almost doubled only in the last four months of 2022, with a strong forecast to further growth in 2023.
Among the new partners are ABI Game Studio with Yoga Workout, Dodreams with Drive Ahead, Falcon with Bob’s World – Jungle Adventure and PiMe – Avatar Online and Sulake with Hotel Hideaway: Virtual World.
More than half of publishers working with Adverty now have In-Play ads in multiple games within their portfolios; MondayOFF with 9 titles, including Gun Head Run and Mining Master, Dmobin with 15 titles including Survival 456 But It’s Impostor and Survivor In Rainbow Monster, and XGame with 20 titles including MiniCraft: Blocky Craft 2022.
One of the key components to Adverty’s success in In-Play advertising is client and customer satisfaction. For publisher MondayOFF, In-Play ads fit beautifully in the restaurant scene of Like A Pizza and monetize players without taking away any gameplay time. Adverty brings 6% total advertising revenue uplift to MondayOFF, featuring 7+ million branded ads each month inside Like A Pizza without any negative impact on their user retention rate.
“Retention is key to us. Adverty drives consistent incremental revenue without impacting the player retention rate. In-Play is now part of our monetization stack for all titles“, says Dunkun Kang, co-founder at MondayOFF.
Game publisher Dodreams leverages In-Play ads to create an additional and stable revenue stream for their mobile game Drive Ahead. Bringing real, branded ads into the stadium game scene also makes the game more realistic and elevates the whole user experience.
“Speaking candidly, revenue is a primary benefit of In-Play ads. Also, instead of placing fake ads, In-Play ads bring real, branded ads to the game’s environment to really elevate and authenticate the gaming experience”, explains Erik Pöntiskoski, CEO at Dodreams.
In-game advertising took a big leap in 2022, both from a media and a gaming perspective. In August, the industry, through IAB and Media Rating Council, released new measurement guidelines for intrinsic in-game advertising for the first time since 2009. This first step of establishing an industry standard for In-Play advertising falls in line with Adverty’s proprietary and multi-patented technology for ad viewability measurement and will help accelerate the onboarding of more brands to the format in the near future.
