In the mobile games industry 'change is the only constant'

Hajar Noreddine of adjoe discusses revenue streams ahead of her talk at Pocket Gamer Connects Helsinki.

In the mobile games industry 'change is the only constant'

Ahead of Pocket Gamer Connectsin Helsinki (which is coming up very soon) we spoke with some of the industry experts who will be attending, to give you a taste of what they will be talking about at the event.

Hajar is the Senior Partnerships Manager at adjoe GmbH, responsible for ad-monetization partnerships within adjoe by helping mobile games and apps unlock a new revenue stream, while delivering a great user experience through cutting-edge ad technology. Please give us a summary of what you’re speaking about and why it’s important

I will be speaking about our unique time-based rewarded ad unit Playtime, and how it has been a game changer for mobile games and app developers in terms of revenue streams and UX.
It’s important because Playtime is a rewarded ad format that has been growing significantly over the last two years (top on the appsflyer growth index). We have seen that with the challenging monetization climate that more and more games have become interested in the inclusion of rewarded advertising. Playtime has been among the top choices for app publishers due to its player first design, ability to prevent user churn in the publisher app, and most importantly lead the industry in eCPMs.

Where are the next big opportunities in the mobile games market?

Diversification of your revenue streams. We see this first hand more and more games are pivoting from their approach of exclusive IAP models. We see that it’s not just about adding in more of the traditional ad revenue streams but gaming companies really branching out into testing new formats. We’ve seen a lot of hype around audio ads recently, in game ads, and first hand with how quickly Playtime’s time-based rewarded model has been growing over the past year. I think that this all comes from the users interest in more engaging formats and also the value that rewards can add to a games user experience.

What’s the most important key performance indicator (KPI) for you - and why?

ARPDAU is the most important KPI for me. What is great about ARPDAU is that you can go as granular as you like with it. Meaning that, you can check the user-level contribution to a certain revenue stream, the ARPDAU of one of your user acquisition channels, or even measure the success of live ops in games. The information it provides to app publishers is essential for all stakeholders in a business product, ua, and monetization.

Something we also like to evaluate at adjoe is ARPDAU Engaged which takes into account the performance of a revenue stream in relation to the users who directly engage with it. That means you can have a closer look at how powerful a revenue stream actually is. That means if you learn a certain ad revenue stream has a high ARPDAU Engaged but is only being used by a small number of users. It could be a good opportunity to increase its user exposure by adding more placements for users to interact.

What do you enjoy most about working in the mobile games industry?

In the mobile games industry 'change is the only constant'. I enjoy that it’s a fast changing industry that never gets boring. We always have a new topic to learn or discuss with industry professionals in order to get better results for mobile games.

What’s the best piece of advice you’ve ever received that you can pass on to others?

Everyone you meet can teach you something new. What is great about working in this industry is there is so much innovation. For adjoe, I travel a lot to conferences and the best part about that is getting in contact with so many different people and with that I learn about so many different technologies or business models that push the industry forward. However, with that in mind the most important thing I have learned is to be humble, ask questions and exchange knowledge. That’s been the key to my own professional experience and where some of my best ideas come from.

What would you like to see more of from events in the future (such as resources for neurodivergent people or more allocated spacing for meetings and networking)?

I would love to have more round table discussions, and opportunities for people to discuss openly and learn from each other, for example ad-monetization or UA round tables, open for all attendees upon registrations.


Tickets for Pocket Gamer Connects are still available, including remote versions for those unable to make it out to Finland. regularly posts content from a variety of guest writers across the games industry. These encompass a wide range of topics and people from different backgrounds and diversities, sharing their opinion on the hottest trending topics, undiscovered gems and what the future of the business holds.