That's according to monetisation platform PlayHaven, which claims that developers who allow ads for games of the same genre can increase ad revenue by up to 196 percent.
Furthermore, PlayHaven's findings show that ads for games within a similar genre do not cannibalise a game's userbase. Indeed, the practice doesn't seem to harm retention rates at all, as the graph below shows.
It's all about... timing
Timing is the other key concern for developers looking to monetise through in-app advertising. Unsurprisingly, PlayHaven concludes that it's important to wait until users are engaged with a game before bombarding them with ads.
Developers that choose not to heed this advice will find significantly lower retention rates that more patient devs, as the graph below makes clear.
PlayHaven recommends waiting for the player to pass a tutorial or particular level before showing them any advertising, or waiting until the game has been opened a certain number of times.
[source: PlayHaven]
