How to Build Better Mechanics for Rewarded In-Game Ads

This document, published on August 3, 2023, by GameRefinery, analyzes effective mechanics for rewarded in-game advertisements in freemium mobile games. The central thesis is that well-integrated rewarded ads can enhance user experience, drive engagement, and increase revenue, particularly from non-paying players. The analysis focuses on the US mobile game market, citing Statista data that 48% of casual game revenue in 2022 came from in-game ads, a share that is consistently growing. Rewarded video ads are highlighted as the most popular format, preferred by 74% of US mobile players over forced ads and banners, leading to higher engagement and click-through rates.

The document presents several case studies of games successfully implementing rewarded ad mechanics. Legend of Slime is featured for its progressive gachas, where watching ads increases rewards and improves prize pool drop rates, and for its permanent and temporary boosts that are upgraded through ad views, culminating in a "Best Subscriber" boost for frequent ad watchers. Build Car Manager Tycoon is noted for its "Offline Income Ad Rewards" and "Double Level Up Reward" boosts, both upgradeable through ad engagement to enhance idle yield and level-up rewards.

Other examples include Family Island, Klondike Adventures, and Dragonscapes Adventure, which integrate occasional reward prompts on exploration maps or as floating gift packages, offering items like stamina or premium currency for ad views. Dragonscapes Adventure and Dragon City Mobile also utilize ad-related task systems, where watching ads contributes to milestones that unlock valuable in-game items, employing a delayed feedback loop. The document concludes that a carefully crafted ad strategy, considering player archetypes and offering both instant and delayed gratification, is crucial for user acquisition and revenue, improving game flow and providing options for all players to progress without cannibalizing in-app purchases.