In-Game Advertising Survey Results 2018

An in-depth study of F2P in-game advertising

Ad Survey 2018
  • Developers’ confidence in ads is growing
  • There is a big demand for user level ad data
  • Using multiple ad networks is less common than in 2017
  • More developers now show ads to players during their first session
  • Ads account for a higher revenue fraction than ever before

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“Broadly speaking, the results of 2018’s survey dovetail nicely with those from previous years. Responses indicate that, over the last 12 months, developers have become yet more trusting of in-game ads and more assured of their own ad strategies. As a consequence of this, ad revenues have increased.

One interesting and, perhaps, unexpected change is evident in the relationships between ad networks and game-makers. Previously, respondents had been sourcing ads from multiple suppliers in the hope of striking the best deal through competition. There has now developed, among developers, a higher demand for transparency and information from networks. When that demand is answered, we see a marked increase in developers showing loyalty to a single network.”

Dr. Isaac Roseboom, Chief Product Officer, deltaDNA

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