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Facebook study: 57% of mobile developers say in-app ads can improve player retention

Users are six times more likely to make a purchase after seeing a playable ad

Facebook study: 57% of mobile developers say in-app ads can improve player retention

Facebook is expanding monetisation options for mobile game devs on the platform.

According to a new blog post, the number of publishers and developers using the Facebook Audience Network grew by 1.5-times in the last year.

The platform is rolling out access to rewarded video for all games and gaming applications on the Audience Network, allowing more developers to monetise.

Additionally, Facebook is launching playable ads on Audience Network. The format showed up in the news feed last August but will now be available to all publishers and devs. According to FB, users who downloaded an app via a playable ad opened said app 60 per cent more often, and were six times more likely to make an in-app purchase.

Facebook also discovered though a new report that 57 per cent of mobile developers think in-app ads can improve player retention. 79 per cent said that using a combination of in-app purchases and ads is their most effective monetisation strategy. 33 per cent of devs said that using a mixture of both plus playable ads was their most successful strategy.

InfluencerUpdate.biz has the full story.


Editor

Danielle Partis is editor of PocketGamer.biz and former editor of InfluencerUpdate.biz. She was named Journalist of the Year at the MCV Women in Games Awards 2019, as well as in the MCV 30 under 30 2020. Prior to Steel Media, she wrote about music and games at Team Rock.

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