Delivered at Casual Connect Europe 2016 With the rise of the Free-to-Play model, Ads have gradually taken over games, without always knowing how to fit into the gaming experience. Incentivized video ads have solved a part of the issue. But, let’s see together if NextGen Ads can go even further.

1. NextGen Ads:
A Tool For A Good Gaming
Experience
Casual Connect Amsterdam 2016

2. Intro - Busines Model Evolution
Premium Free-to-Play
+ Premium
Premium
+ Try Before You Buy
Before Now

3. Intro – The Free-to-Play Model
Paying Players
3%
Non-Paying
97%
DISTRIBUTION OF F2P PLAYERS
3% of a
Large user base
3% of a
Small user base

4. So, How to monetize the 97% ?
(if needed)

6. But what’s the matter with
Advertising ?

7. Most People
ADs

8. Why most people dislike Ads ?

9. IT IS INTRUSIVE

10. IT IS REPETITIVE

11. IT IS (Really) REPETITIVE

12. IT OFTEN MISMATCHES
THE GRAPHICAL THEME
OF YOUR APP

13. IT BREAKS THE
(GAME) FLOW

14. What has been done to improve
UX ?

15. - +
Banner Interstitial Interstitial
Install
Rewarded Video
UX

16. What’s the NextGen of Ads ?

17. The Rovio Example

18. The Zynga Example - Sponsored Play
Source: http://adage.com/article/digital/zynga-sell-sponsored-levels-created-house-agency/300825/

19. Pros & Cons
PROS
• Brillant Message Integration
• Good UX
• Good exposition of the brand
• Better KPI
CONS
• Costly to develop
• Requires constant prospection to
run campaigns
• Requires an international sales
force (hard to scale)
• Big company solution

20. Are there any affordable
solutions ?

21. Playtem SolutionGoogle Ad Mob Native

22. What are the rules to respect to
fully leverage NextGen ads ?

23. The Basic Rules for a better UX
• Present it as a message, not an AD !
• Blend it into the game environment !
• Make it (clearly) Skippable !
• Gift players !

24. Choose the right moment !
Integrate the message into your game flow.
Examples of moments:
Success Failure Narration Be Creative !

25. How to avoid repetitveness ?

26. Manage Campaign Display Frequency !
Campaign yeald wears out as the number of displays per player increases.
Player’s
Interest
= Ad
Yeald
Nb of displays / Player
A 1 A 2 A 3
B 1

27. How to increase the number of
campaigns ?

28. Tap into non-gaming Brands !
Don’t advertise always the same few games into your game.
Maintain:
• Player’s interest; and
• A high campaign yeald.

29. How to reach Brands easily ?

30. Go programmatic !
Publishers
- Game 1
- Game 2
- Game Nth
Advertisers
- Brand 1
- Brand 2
- Brand Nth
Media
Agencies
SSP DSP
Ad Exchange
RTB
Trading desk

31. Make it Scalable - Go programmatic !
DSP
DSP
DSP
DSP DSPDSP
DSP
DSP
SSP

32. Advantages of going programmatic
OPTIMIZED
CPM
20%
40%
60%
80%
100%
Optimized
Fill Rate

33. SUMMARY
• Present it as a message, not an AD !
• Blend it into the game environment !
• Make it (clearly) Skippable !
• Always Gift players !
• Choose the right moment of display
• Make it Scalable – Go programmatic !
• Manage Ad Campaign Refresh rate
• Bring fresh blood – Tap into non-gaming brands !