IDFA:How the Right Publisher can Help Choose Tools, Partners & Prepare Data to Avoid the Apocalypse.

we're going to move on now to our final session which is going to be brought to you by andre cohen of tilting point tilting points are our sponsor of the art of publishing session without them and their support uh it would be very difficult for us to be able to bring you this this track and andre who's just joining us now is going to walk through how the right publisher can help you choose your tools and he can also the right publisher can also prepare your data and avoid the apocalypse there is nothing more important than avoiding the apocalypse andre so um i will hand over to you now of

your presentation can you hear me okay uh yes i can hear you great okay um i'm gonna step away now thank you very much thank you to silting point for uh sponsoring this track and um i'll be back in half an hour or so good luck all right thank you let me share my screen here all right so let's let's hello everyone um i understand i am the last presenter of this evening for the patagamer um digital connect connects digital um so i'll try to make this painless but as steward mentioned the apocalypse is coming um idfa how the right publisher can help you choose the tools partners and prepare your data to avoid the apocalypse there we go so a little bit about myself

for those who don't know i am andre head of data science is a tilting point i've been in the industry for probably around 10 years now starting all the way from indie games and finding myself more interested in how to make games better than actually making them so i worked for several years doing dynamic pricing and personalized gaming experiences and my company was acquired last year by tilting point where today i focus on everything in a player's journey so everything from understanding how to make the best ads for for the user acquisition team how the user acquisition team can improve their their campaigns all the way to engagement churn uh and so on um and you'll see some of that sprinkled throughout this presentation a little bit of note about uh what is this presentation for right i think there's three different levels for the in this

talk um there's the the layer for the developer so if you're a developer the presentation speaks directly to you in some ways it's how to choose a developer uh publisher uh if you are a publisher then it's really a matter of like how do you distinguish in what are the things that personally and i believe are part of being a good publisher uh and and why are these things that you're providing to the developers and finally as from a platform side if there is anyone from a platform here it's about how how does the end user use your platform and how to make that relationship as as smooth as possible because this is a topic about idfa um which i'll go in a little bit more detail later i should also point out this only impacts apple uh the focus on android is still wonderful um and you should put all your money for ua campaigns and marketing into android for the next couple months because that's where everything is still very peachy and

performance marketing works really well um the impact of idfa is strictly on apple's side and for now so this is more of a practice round for the true apocalypse because the apocalypse will happen probably in a year maybe that's my prediction and then we can talk about again so the idfa really is not the point the the real point i think of today's talk is about you know we mobile gaming started with the iphone for me personally unless there's some veterans that did a you know tetris or the the snake game on nokia phone um and and iphones have this wonderful capability which is it can really track you down to any point in the world very accurately since the first version of the iphone has already had a gps and it was an internet device um and so ever since that day uh the evolution of mobile has really been an evolution of how to deal with

privacy when dealing with players um from the very first game i made for the iphone it already had everything to track a person in the world right every every click every tap was recorded and and really what we're talking about is a road to privacy that have started uh a while back now and we're just part of that road right now just for contacts when when the iphone came out you had mac addresses and ud ids so mac addresses are the basically the the license plate that your anything that connects with the internet has uh udid was a number that was hard coded into your device they cannot be changed forever even if you sell your phone to someone else they get your ud id and for obvious reasons there's a lot of problems with that kind of tracking um and so somewhere in 2012 apple said uh guys you can you have to stop using mac addresses and edids publicly you don't have access to that anymore and they introduced idfa as we know it today

uh it's this really nice uh identifier for marketing purposes that allows the user to switch it off if they want to although it's pretty hidden uh in the the place that you would not expect to find on your phone um but it was a different way of tracking that was somewhat more of a nod to yes we we understand and not everyone wants to be tracked in everything they do on the phone um but then in somewhere in 2016 gdpr came along and ccpa came along roughly around the same time and i think this is where things started picking up a lot more interest on how do we deal with privacy uh what are the consents that we give in the game what are the things that you should be doing for your player and and actually respecting their privacy and so it is no surprise that this year uh we hear from apple that they're actually making idfa something that you have to request consent for uh you know when starting every single app in your phone um and and really this is great for everyone i think this is a

great policy in the sense that it actually forces developers to acknowledge that privacy should come first when dealing with players because they come from all ages um it also forces there's there's a huge ripple effect once you do not have detailed information about your players that forces the the game industry to become better and i hope you get that through this talk about how the lack of privacy or the privacy constraint makes everyone be better at what they do so going one step deeper into the topic um evolution of privacy can also be tracked as an evolution of user acquisition so when idfa came out uh in 2012 there was this huge you know jump into tracking an attribution this is when you see apps flyer adjust really kick off and start services that allow you to track exactly how much money you're spending on a campaign

and where the and how much that contributes to your bottom line at the end of the month um and that's really where performance marketing really became a a nice science um by 2014 this became like a something that you could almost have an army of ua managers for and speeding up the process this is where a lot of studios and publishers started developing in-house tools for automating all of this so you you see excel sheets that allow you to automatically update uh bids uh people are doing bid changes on a daily basis uh it's a really exciting time by 2016 though um it gets even easier um by 16 you have you see facebook and google with um automated machine learning tools this is by the time that you have campaigns that can target players very specifically uh there's also a change from being super fast on the manager side of changing bids on a daily basis and creatives on a daily basis uh with

machine learning it forces developers and publishers to actually go slower because there's a learning period for all these models and so you could say that the last four years or so have really been one of a lot of machine learning which way out produces the any ua manager could have done in excellence uh it streamlined everything and it also kind of became this this thing where no other platform could enter the market because unless you have the top engineers at google or facebook it's really hard to compete with these two giants that marketed and now today the little spongebob dude uh we find ourselves in in a situation where we're losing idfa which it does actually have a ripple effect into you cannot longer do these machine learning based algorithms quite the same way and it opens up three new avenues that i'll discuss later one is the sket network which is what apple is giving us

it gives you an avenue for going back to creative optimization and it opens a world of opportunities in future tech for doing ua better in the future just for again one last note about context about whatever you're talking about idfa today for those who are not not perfectly familiar with this is you know games traditionally acquire users and users appear in your game and that data is sent to an mmp the mnp or the the the measurement partner that you're using uh is responsible for tracking idea things and comparing those idea face to the campaigns you've done and when they find a match they know that oh you saw this ad from facebook and you were coming from this game so okay here is the the link and that is how publishers and and developers can understand the game better and what they're doing the apocalypse is that this arrow is going to become smaller

the arrow that says idfa is going to be sent to mnps becomes seemingly small because users have to consent to that and there's a lot of studies on this already and research even at tilting point we've done that you're looking somewhere like five ten twenty twelve percent up to mids uh significantly less than than you'd want uh which means that also we get a significant less tracking uh apple's suggestion is you know also that well not suggestion but the new workflow is that the mmp is no longer the person that's going to be doing the attribution and that's also a huge change um it means that the skn network is actually going to receive this data and they will determine and pass that data into the ad platform so like facebook or google and those partners will then have to send it to an mmp for aggregation uh what this means is that really we've taken out the mmp from being the center of the universe for user acquisition and performance marketing and actually distributed

that power across three different entities um and this this this adds a lot of complexity which is why everything has been delayed so far um and this is why we are not seeing idfa being deprecated today and it's been pushed out sometime next year and as i was saying this is you're you're you're about to you lose 80 of the data that you're used to getting uh that means that you do not know where players come usually comes from on an iphone device anymore uh and it forces you to have to reconsider all the tools and everything that you've been doing so far so the first problem that idfa shows up is data packing data and i'll pick up the speed as this is the last talk on this path so traditionally um the the challenge is you know a game is

compromised of several different tools and services that you can use to optimize you have aso which is you know how how you rank in an app store you have user acquisition obviously uh you have services for tracking your users and making the attribution you have user analytics you have ad monetization which will speak a lot more later and these services all produce a lot of data which a developer or a publisher can can suck up and from that data that they're sucking up and aggregating it allows them to generate a whole bunch of different tools that are super important for the success of the game so ltv curves for instance understanding how how much a player on average will spend at a certain point in time that directly correlates with how much money you can spend on this requisition uh you have churn also when is the player going to churn what's the churn break uh allows you to design different campaigns inside the game for keeping players engaged uh and so on and itfa

really has a a little bit of every one of these little boxes um because idea fa is a way to separate users organics from acquired users and if anyone has ever done any analysis they probably have noticed that organic players are extremely different from acquired users and that that's of course thanks to machine learning at facebook and google uh when you acquire a user at a certain cpi you're you're picking a very special player to be part of your game and those players are different and behave different the easiest way to improve any one of the services on the right is just simply separating the users based on is it organic or not organic so how do you solve this data problem that isn't basically removing idfa from all these services um so ltv right you have a whole bunch of options like

you can build your own ltv algorithm you can use a cloud provider like aws there's companies like algolift that just recently got acquired that specialize in ltv for the mobile space there's also startups like pecan that are starting out and each one of them is an option for you guys and i think it's really interesting to to be considering all of them because you don't know which one is going to be the one that works for your game similarly uh messaging uh going forward without idfa the way to make up for the lost revenue or the the troubles of doing user acquisition is better retention and the engagement uh which means that you need messaging inside your game uh and it has to be relatively customizable and again there's many options of how to do this you can use things like lean plumb build your own custom in-game messaging tool uh there's other more sophisticated companies like grays they all offer something and the challenge in with these kinds of

technologies is it's extremely hard to take one out and put the other one in because they're deeply embedded in the game and there's also creative optimization right like uh if you don't know where players are coming from uh one of the few knobs you have to improve a campaign is the creative you're doing you're using and not only what the creative you're using but what the trickle-down effect is of the ltd meaning you're no longer trying to create creatives that get whales into your game you're trying to create ads that engage a whole range of player types into your game uh and again you have many options you can build their own you can use the dalgo they're smartly these are all options uh but these are complex flows that you have to add to your system to your pipeline both on how to get the graphics into something like the dalgo how to get the data out of it uh and how to organize the analysis of does badalga work the smartly work better uh does your own home's own ground

solution work better and and the reality is i mean at tilting point we're doing tests all the time with these companies and it takes a lot of time like uh pecan which is a ltv provider you need to set the data has to be in perfectly good working order for it to work um it requires hours and hours of analysis afterwards to evaluate if an ltv algorithm is better than what you're using right now braze as i mentioned is a you know heart heart surgery in your game um to introduce if you already have something else in place and it's similar with hidalgo it requires a significant overthinking of the the workflow so that's hundreds of hours that you have to invest just to evaluate the solutions and so solving the this problem you know you know there's a couple things you can do um first of all you should really focus on things that uh can can work with without idfa

uh because you should be ready for that change so in terms of ltv you have to be thinking about uh tools that can be better at ltv predictions despite not having the knowledge about uh organics or non-organics or the ability to use something probabilistic uh and also something i have not mentioned is conversion values uh how to value a player so that the ad networks can do some optimizations on their own that's a highly undocumented area still so it's outside of this talk um the other thing is you have to be continuously testing the next six months to a year uh once idfa is removed from the majority of the players um you have to keep your eye out for new solutions because there will be other ones and the challenge for a developer is how to how to engage with these options quickly enough to evaluate them so that they can be ready uh when the game becomes successful

and and the other last thing which i is sometimes overlooked is there's a lot of new tech that is not publicly available um there's a lot of beta programs that ad networks are running there is a lot of uh new technologies that uh haven't even have a don't even have a website yet but they already are doing things especially in terms of ideas hey um and there's also a lot of insider information the you know idfa being delayed was something that was kind of rumored a couple days before it was a known fact and those days are kind of crucial because before those before knowing that it was going to be delayed you know the whole planning was different um we basically got three days of our lives back by knowing about the delay so those are those problems um obviously there's also privacy problems um no doubt uh in my opinion privacy from the data

person is you know what is the flow to get a player from the home screen or the loading screen of your game to the actual core game as fast as possible because the the reality is that every time you do a click in the game that the player is not actually in the core game you're probably losing five percent of your players that's that's just the two funnel in in a different way and so this is what it looks like like right now this is my my depiction of like the how horrible it can be right you start a game you have an idfa pop-up then you have some privacy rules from some country then you have some age gate that you have to pick your age which i always pick two then you have some other obscure you know privacy concern you have then push notification alerts each one of these things gets in your way of playing the game um and there's a million combinations of how to do this there's what is the order uh can you combine multiple privacy rules into one can you combine

can you push something out like push notification is the classic one right you don't need to show push notifications on the loading screen it's something that you can wait by a little longer for so there's a hundred possibilities for this um solving this problem there's a couple things you can do um you can obviously first of all you have to get guidance from a legal advice from someone that actually knows what they're talking about and have has actually put the effort to even reading these privacy laws um because they're very extensive and they change almost on a monthly basis uh it sucks uh it's also one of these things that is very generalized in the sense that like my game your game we have the same concerns with the same problems uh so if there's a lot of repetition there and that's one of the areas where publishers makes a lot of sense is dealing with with legal work like this the other one is actually testing and optimizing these

paths for for legal concerns um when we heard of idfa we were able to test the idfa pop-up before the ios 14 was even out and that was a great great experience for us to be able to test that we ran eight different variations of flows of consent of how to get the consent for idsa like do we do different pop-ups one in front of the other or not uh we had two games that were ready to go and after three days we knew exactly what the opt-in rates were and what directionally where the team had to go to improve it um similarly legal text if you have to upload a new game build of a game every time it just makes everything harder um and as i was saying you know like push notifications it's a known fact that not every genre type has generally speaking a different place where the push notification makes sense and having a portfolio of games so if

you if you as a developer have a portfolio games it helps a lot when you make a second game or a third game uh or a new game in general to where to put these pop-ups uh and as a publisher like tilting point we have a wide range of these games and we've seen it all and so generally speaking at least no ballpark where to do these flows and monetization uh problem number three simply said uh in in the constraints of time is you know generally traditionally there's been two waterfalls that we have to optimize for there's the waterfall that you optimize for android in a waterfall you optimize for iphone um at some point you know with an unknown amount of time there's going to be a change here and that changes something like this it's going to be that we there's going to be a significant amount of players that have no idfa there's going to be a small trickle effect of you know maybe 10 of players who do have idfa and android's going to be nice and

steady at the rate that they have of tracking and what this means is that we're going to end up with a situation where we have a lot of players with no idfa whose revenue from ads is very small but it's a large player base you're going to have a very small player base with idfa which makes a ton of money but they're so small that they're almost not significant uh and android being always nice and steady um and what that means is that you know you're you are looking at a huge drop in revenue that there's no doubt about this the only question is how do you overcome this drop and how do you improve on it um so solving the a problem like this with the publisher right how do you solve that monetization the first one is you have one is is human human resources you're adding another waterfall to your optimization essentially it's double the work and it is a full-time job the other strategy which also

a publisher can help because we are distributed across you know the world is making deals with local networks uh there's dozens of these local networks around the world for very specific markets and generally speaking the cost of doing a deal with one of these partners is relatively high if you're a single game developer because why do you want to spend three days on the phone you know with someone like baldwin or actually let's pick something more mayo with different time zones if you're in the us uh for one game but as a publisher it actually makes a ton of sense because any one of these deals helps all the whole portfolio out um and then finally there's other things in ed monetization that you should start looking at i mean everyone knows off for walls they're still not used often enough i think and they're a great way to add revenue into the game also merchandising is something that's been not very not used before in games and it's

definitely worth considering and even surveys are good ways of providing revenue to the game uh the last problem for today is user acquisition um as i hinted before there is sk ad network there's creative and future tech and you have to play with all three at the same time for the foreseeable future first of all you have to play along with apple because there is a lot of good data that will come out of that uh it means that you're working with the idfa consent you're working with sending the right data to the network conversion values and etc there's also the creative channel uh you have to start looking at top of the funnel optimization right so making the ad as good as possible both on a click through rate as well as what happens to the clicks after they have been clicked uh and future tech is something that is really expensive right now to to invest time in but it's it's it's a

must there's a lot of different companies out there working on probabilistic models for uh attribution there's a lot of ltv tech that's coming out that deals with also probabilistic attribution top-down models mixed-media models you have to have a finger in all of these different fields to understand where the market is going um and from a publisher site that that equates to spending millions of dollars probably in the next six months to focus on these different endeavors because the one thing that you have to always be doing with user acquisition is tested um so how does a publisher go about this or how can a publisher solve a user acquisition problem well as i mentioned there's it's no longer a one-size-fits-all solution um which means there's a lot of work that's going to be added to doing successful user acquisition um it's hard to integrate these different paths together too

because we don't have a perfect solution yet and it means that you have to basically increase the size of the team to to manage this the second one is you have to be testing sk ad network and you have to be doing different conversion value strategies there is no rule of thumb yet uh from anyone on what is the best conversion value to use or what it is per se but what i can tell you is that every tool is trying to control the conversion value generation a number you send to the sk ad network for propagation to the ad networks at tilting point for instance we made sure from the very first day that we always have control of this number it means that we can toggle between you know does an mmp decide what this value is do we let the facebook sdk out of making this up but do you let another sdk third party sdk decide this value do we want to have our data scientist in-house control this value for all the

players uh and also tracking what that value is because you need some kind of auditing log to understand what's going on in the game and i can see already confusion in the sdk world of all the sdks trying to control uh this funnel and finally uh you have to be agile for testing new technologies um the best thing i can say is you know from from a publisher's stance because we work with so many games is standardizing your data as much as possible uh when we're working with different partners with especially like in the new technology category we have standardized data sets that we can give them for the data we want to analyze and try right so if that's an ltv algorithm make the data is ready if it's a attribution partner we have the data ready for them and we don't have to do anything in order to to start working with them and it really pays off and it also helps measuring the results so when you're spending one or two million in the next six

months and just trying out new strategies and new campaign types or new initiatives inside a company uh having that standardized data helps also track the success of each one of them so you you i think this is like a wonderful place you know for the developer standpoint to understand you know what is the path to take uh you know which parts of what i've just spoken about in these problems regarding idfa are worth tackling on your own which ones are problems that are worth tackling with a partner and there's always been this debate or this question in the industry and i think the what's cool about idea phase is another junction point for making a decision uh you know and it's a point where you can make a decision that has a very clear cost benefit analysis to it um do you decide to tackle privacy on your own do you decide to tackle ad monetization on your own uh how about ua how does that work

how do you use how do you tackle technology problems do you work with a partner or not um the the part you know from tilting points perspective what i we see is speed is really what's going to make a difference next year because there's no one clear solution to the problems that are out there um and speed comes down to how fast can you make a game be different and perform differently without having to upload it again to apple because that is a process of going through qa going through a programmer going through apple's own approval process and it takes a lot of time plus anything can break in the game that makes a test very hard to compute and so the tilting point strategy that we're operating now is having an sdk that comes with all sdks pre-configured meaning we can switch between uh ad network ad platform uh mediation layer we can switch between

uh conversion value uh layer we can switch between where our analytics goes or to whom it gets to be sent uh alt remotely and the ability to do this allows us to do the things i've been mentioning in this talk like you know when we heard about idfa we were able to test a new flow without uploading the game to the app store um similarly our games can now switch between conversion value generation from different partners without having to change the code at all um and we believe that this is the you know the advantage that that will put the game you know first and have a chance to grow when all the other games in the market are struggling to adapt to new technologies so with that um how to survive the the apocalypse of 2021 you know for idfa is here and and it's the next step in privacy um it's probably not the last step either uh as i hinted before i mean google

surely will have something similar and then the all games will have the same privacy constraints and this is this is great because it forces the game to have to become bigger and better in order to accommodate this um the mobile gaming is going to become about the data you have and the speed because the data is going to be very small uh and the speed is all about the fact that there's going to be innovation uh i would have claimed that in the last four years there has been very little innovation in the tax base and with the change of data comes new technologies so 2021 is about going faster um and the the question is you know do you want to focus on developing games or do you want to focus on developing technologies that support your game and having you know publishing is all about having the right recipe for the technology component so that the game developer can focus on making their games better um and

and i think idfa is a great point again as i said before for differentiating these two paths and what is the true focus that you have in mind going back to my first second slide uh you know if you're a provider a platform provider it's like you're clearly trying to make your game better if you're a game developer you probably have are passionate about making games and publishers is about making marrying the two and meeting the two together in the middle uh and skipping the time for r d because that's basically what i do um so with that thank you uh and we can go to questions thank you andre um uh a very detailed analysis of the of the challenges ahead i think there and some some really excellent uh advice um obviously your company provides tools and solutions and i'm sure a lot of people will follow up um we have uh we we only have about five minutes left but we do have a number of questions from every

conference's favorite questioner uh mr anonymous attendee um i think this uh is a selection of um of maybe journalists within pocket gamer and anonymous viewers i i i trust you can see the questions there andre um i'm trying one second can you see them there so they um yeah i can i see anonymous attendees yes i love them um it's quite a technical subject and i'm not an expert here so um it might be easier for you to sort of uh digest the question and then answer it in a way that explains what the question was what i mean sure let me take the the first one here um why do you believe idfa will be less of a problem for publishers than individual developers is it all about resources um no no i i think you know the the problem is the same the idfa deprecation impacts everyone equally so when i mention things like you know

ad monetization revenue dropping it's gonna drop for me and for a develop publisher and a developer likewise um i think the challenge going forward is that a lot of the new technologies that can help you overcome this idfa loss uh are pretty expensive to try out because they're so new um and so on uncharted right like there are some pilots and some in some programs out there right now which as a publisher we can invest time in because we have the resources and the the capacity to entertain them but i can tell but personally for from my days as an indie game developer i would have said no i'm not touching that until it's proven out to be true uh i'm not going to give you my data just to see if this thing works or i'm not going to waste my three days of work to investigate this possible technology that hasn't doesn't have a price tag yet um and so i think the only yeah

resource is one of the big differences uh to answer the question uh another anonymous let's do this one will this change in ios make data acquisition for developers more expensive and complicated why does the apple think it is i think it will make things fairer um it's not going to be harder uh the data acquisition is going to be the same in many ways because you're still going to rely on a mnp provider at the end of the day to collect the data and aggregate it so if you're using adjust apps flyers singular it's all going to be about the same nothing changes what is fairer from apple's perspective is that it is not the mmp that holds all the keys to the castle of attribution um there's been also the room you know the fact that you know mmps are

not always correct or that um self-attribution networks are also not always correct and idfa and apple's way of thinking is actually going to just reveal how inaccurate these attributions have been in the past and and you can actually now benchmark for finally you know how how how accurate these were uh so it's actually pretty exciting and it is it is actually democratizing how we do performance marketing how can developers know which publisher knows the proper solution for when it comes to idfa um you know the best thing to ask is like how do they come up with their recommendations because you should like one of the the classic questions that you know i used to get is you know well i see your portfolio has a lot of hyper casual games so how do how do i know it works for my you know uh 4x game or my rpg

game and that's the kind of question you should ask your publisher to understand if they know what they're talking about and if they have the right recipe and and those answers should make sense to you you should really consider them so if someone tries to say like oh all games are fundamentally the same uh if that resonates with you then that's a great publisher but if you're looking for someone that already has the experience with the specifically that genre with that kind of ip uh that that also is going to make a difference in their answer uh so i would really recommend asking for how they come up with their recipe what was theirs their journey to the solution uh and i'm pretty sure everyone's gonna have a very different answer what do you think will be the consequence of the end of idfa for indie developers um you know what i think it's gonna help it's gonna help a lot um it's gonna help because one of the things that indie games has always had is great game design

uh and great thought process into making a wonderful experience the problem with wonderful experiences and thought into the game design is that it doesn't correlate to whales very easily it's very hard to compete with a well-driven market and without idfa uh the big companies are gonna have to start thinking about great game design in the same way that india game developers were thinking uh and i think it's gonna you know the game developers are gonna struggle with that for a while to make the games as expensive as as deep as possible uh and any game developers have a chance to actually step up uh on a more basic way of thinking too is uh cost per install i have no idea what's going to happen but i'm sure it's going to change because you can't target whales anymore so the value has to go down and so indie game developers may actually be able to participate in ewa a little more easily than before that leads into the next question doesn't it which is which is similarly

will that will those consequences be the same for all genres or some genres be less affected yeah i mean the the biggest hit genres are if you're solely and monetization driven obviously you're going to be taking a huge hit so hyper casual uh i i really hope they they figure out how to make their games deeper because they usually have the best game mechanics except that they don't have the follow through of the deep experience um and they will definitely have a struggle there as far as the other game genres like between casino games or not casino let's say uh you know a cooking game versus a sports game versus a clicker game i think they all have similar challenges which is how to make the game interesting for both organic minnows dolphins and whales as opposed to just whales uh that'll be the challenge there okay that last question is way too technical for me

wow it's clearly a very good question so we're just going to give you some time to digest it uh yeah no it makes it there's there's a lot of jargon but uh i mean it seems like fundamentally the question is don't you think that new thumbnail ads and game ads rewarded surveys play time ads audio ads etc will become more important absolutely uh the new new types of advertising uh is going to help a lot uh in in in monetization um the any kind of ad that you can throw in that makes sense for you you should definitely consider and you should test it out uh which goes again back to the value proposition for publisher is like with our sdk for instance we have these things ready to go with the right configurations for tracking performance uh but even like back in my in my days of making games i was thinking about also like how do you put like a rewarded

survey in the game uh the usually these these things are very hands-on experiences because these are new publishers or ad providers where they you know they can be successful like for two weeks and you get a ton of money from them and they have great click-through rates uh and then the next week they completely disappear from the market and then you're stuck with an sdk that goes nowhere in your game and it just makes the game bigger in size so uh yeah you have to i think there's great low hanging fruit in these options you just have to be testing it out often and keeping an eye on them so that they keep working thank you andre all right that was a superb uh run through of all those issues we do appreciate your time um we're gonna say goodbye to you now we will soon be saying goodbye to our viewers but we are gonna um we're going to quickly run a message from tilting point i think you may have heard of them andre once or twice just to remind people

um what you guys do but thank you very much ben absolutely thank you and we're just going to run this trailer now i'll be back in a sec [Music]

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