September 27, 2019
< 1 min read
MarTech Series: In-Game Ads Needn’t Be Disruptive
James Draper, Bidstack CEO explained to MarTech Series why in-game ads don’t have to be intrusive nor disrupt the gaming experience for the player.
Gamers don’t like it when advertising gets in the way of play, as illustrated by the furore around the unskippable ads recently introduced to NBA 2K19’s loading screen.
Many game developers aren’t keen on disruptive Digital Advertising either. They work hard to create incredible gaming experiences and understandably don’t want them spoilt by intrusive, ugly, and unnatural ads. Yet advertising provides an essential revenue stream that allows developers to keep producing creative and innovative games for tomorrow’s players.
This steady source of revenue is especially important at a time when increased regulation in the form of the Loot Box Bill may potentially put a squeeze on other types of income. Paid for extras — such as merchandise, in-game currencies and downloadable items — have always been monetization staples for game developers. In 2010, Farmville was making $150 million a year from in-game purchases. But rising criticism of expensive add-ons and random chance loot buys is leading the industry to explore other ways of bringing in the dollars.
Read more of the article here.
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