🎯 Offerwalls Explained: When to Add, How to Segment & the $800-$2,000 eCPM Secret by Felix Braberg

take that into consideration when choosing who to work with. One thing to keep in mind that also boost performance quite a lot, and that is basically to run sales and holiday boosts. So, this was one thing that
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Hello everyone and welcome to a very special solo episode of the two and a half gamers podcast. It's only me, Felix Probert, here today. And since there is a heatwave in Europe, I'm going to talk about a very hot topic that we haven't talked about that much. And that is offer walls. So, I have made a presentation using beautiful AI that's actually based on all the decks that I've gotten in the last 7 years from different offer wall companies. And what my aim is to do over the next 10-15 minutes is basically to give you app developers or game developers an insight into how offer walls work, when you should introduce them, and how you should think about it if you actually want to put in an offer wall in your game or mobile application, and what to

keep in mind in basic terms. I think this is kind of designed for anyone who hasn't had an offer wall before, but it might be considering to add them. What I'm hoping to do here is just to give you a good no [ __ ] inside view into what offer walls are, how to use them, and basically what data points to look at to see if it's actually working. So, let's dive right into it. So, to begin with, what is an offer wall? So, this is actually for you as a game developer or a app publisher to earn revenue. So, this is where you put in a an offer wall inside of your game or application, and basically that shows to your users tasks to complete to essentially give in-game currency for completing those tasks. How an offer wall works is I'm an offer wall company, let's say I'm Felix's offerwall company. I go to demand partners. That can be everything from games to e-commerce platforms that then advertise

in my offerwall, which is in your game or application. That then is surfaced at that one point where basically I might want to pay users to get to a certain level in my game. I might want to pay users to sign up to my e-commerce, yeah, platform. I might want to pay users to do a survey. But essentially, it usually targets people who are quite time rich, to say the least, right? So, usually how the best ones work and usually what you see the most in offerwalls is actually games. So, they know that essentially they can pay users x amount of money to come and play their game until a certain level. And then essentially, after they reach that level, they will pay back their UA campaign type. But that's essentially all an offerwall is. And yeah, you're paying users essentially to do tasks and then come back, and then they can use that currency that they earned to spend in your game or application. So, who should use an offerwall and who should start

monetizing with an offerwall? So, this is a really good question. And the best thing that I can say here is that I have never seen good results from implementing an offerwall unless you have at least 20% of your revenue that comes from non-advertising sources, right? So, you need either IAPs or subscriptions that are at least 20% of your game or app economy. And otherwise, simply it won't work because your economy is not deep enough to warrant people to do tasks that sometimes take 5 to 15 minutes to basically come back and then spend in your game. If you don't have an economy, that doesn't really work, right? Another way of thinking about this is that, let's say you might have 30% IAP revenue and the rest 70% comes from advertising revenue in your app, but basically the issue here might be that your number one IAP might be to remove ads. So, then simply it won't work at all either. So,

if you have a robust economy with maybe two or three different currency types, then usually it's going to work. And if it doesn't, yeah, if you don't, then this is probably not the monetization source for you. So, by the rough nature of it, why this works, this being means that pretty much like offer walls are always fit for, I guess, mid-core RPG, casino, and also casual. But, yeah, the big thing here is that, yeah, you want deep economies, right? Otherwise, simply it won't work. So, the players that it monetizes best is like time rich and cash poor. Uh that's usually the rule of thumb that I like to say it. So, yeah, this means that segmentation is usually a good idea for you as a publisher to decide when you surface the offer wall and to who you actually surface it to. So, when you start working with offer wall companies, they basically will want to target your payers because they convert the best, but that might not be the best strategy for you always because if you lose your payers because essentially you're sending them to other

games or applications, that's not good for the long term, right? But, let's move on to actually the best like metrics that actually defines success when you're working with offer wall companies. So, one metric that you're going to hear a lot when you start working with an offer wall company is Dove Dow. Essentially, that means just the amount of users that actually in like that actually interact with an offer wall in your game. So, usually what I say is a really good Dove Dow metric, so that is the percentage of your complete user base that interacts with an offer wall or sees the offer wall every day. What you're usually aiming for here is what's considered really good is like 10%. If you're getting 10%, that means that your user base really likes interacting with the offer wall and don't mind it too much, right? So, that basically comes to the next question, which is when should you actually and how should you show an offer wall for the different types of users? So, the best results I've seen

here when I work with offer walls is usually that there's some kind of clever segmentation behind when to show the offer wall. So, offer wall eCPMs, so when a user actually goes into an offer wall and completes a task are extremely lucrative for you as a publisher, right? In the US, I have seen offer walls paying me eCPMs anywhere from $800 up to $2,000 for users completing tasks. So, compare that to a normal rewarded ad inside of the US, which is anywhere between 20 to 50 bucks. You can see basically how much more valuable eCPMs for offer walls is. The key here is the devil's in the detail is how you actually start to show it. So, for example, I used to work on a bunch of Leaderly Trailer Park Trailer Park Boys games. What we used to do there, what we used to surface the offer walls only after level 15 for users that hadn't made a purchase.

Then essentially we also surfaced the segmentation or the offer wall for users after level 15 if they were payers, if they hadn't paid for a certain amount of time, right? So, the key here what actually started to give us good results was that we started by guiding the users. So, basically we made it part of the funnel. So, when they completed the level, we basically showed the icon for the offer wall. We took them in there and basically we showed them how exactly it worked. Before actually doing that, we had a opt-in rate that was sub 10. And basically after we did this was when we started seeing good results. So, you really need to handhold your user base and basically go like, "Hey, this is where the offer wall is. This is what it does and this is how you can actually earn money from it." So, you should come up with a clever segmentation so you're not targeting your whole user base all at once, but basically you're pacing it and like showing it to different users at different points. I like the segmentations where you're timing

average time for IAPs by countries and then usually you start surfacing the offer wall, whatever like the when the 80th or the 90th percentile of users have actually made their purchases. And then basically that's when you start to surface it surfacing it. And then also if a user has come back to a game after making a purchase, but they haven't purchased within let's say the last 4 to 7 days, that's also usually a good time to actually show the offer wall, right? But the highlight here is you actually need to show the users where the offer wall is and basically handhold them and take them to the offer wall, right? Uh how you should think about what offers to put. Usually the offer wall companies work with you quite closely when deciding on what exchange rate you should put for your soft or your hard currency that you're actually giving out. And just be very mindful of this, right? So, keep in mind what type of exchange rate you're offering, but the thing to

really mind here is that you don't want to have any cannibalization of your IAP conversions, right? Because that is not good for your usually for your bottom line. But the the main thing you got to keep in mind here is if you do good segmentation and start and basically don't take offer wall companies recommendation at face value at all times, that usually means that you're able to get a pretty good return here. But yeah, just watch that exchange rate and cannibalization. Also, usually always have server-to-server callbacks and not just client-side because there's a lot of fraud that actually goes into offer wall sometimes. So, yeah, this helps you weed out a lot of this fraud. So, also another thing here is that offer walls tend to be able to work with you in two main ways. They can work with you on API and SDK integration. Usually, what I recommend to do is you start with a simple API integration to see what the D 12 conversion rate is in your game. So, how many users actually care about it? And then if you actually see some good results from working on API, I

usually always recommend to go to SDK. Why? You usually see higher eCPM and better returns from working directly on SDK because when you have an SDK integration with an offer wall company, they're able to run more sophisticated targeting cuz they have more data, which usually means you're seeing more eCPM. The trick here is that when you're implementing offer walls, their SDKs can sometimes be quite meaty and yeah, big. So, when you're rolling out the SDK from an offer wall company, usually the best thing to do here is just to stage that roll out to make sure there's no ANRs and make sure there's no impact, right? So, do a very slow staged roll out when working on an SDK. The good news is that there's a lot of competition right now for offer wall companies. So, if you as a company wants to work with one to three offer wall companies, usually you're able to get quite nice bonus payment for actually implementing the SDK if they think that you have an interesting game that they want to get access to. Best practices to do here is uh talk to three or four

offer wall companies and basically ask them what kind of offer you can have and then take that into consideration when choosing who to work for or who to work with, not for, obviously. One thing to keep in mind that also boost performance quite a lot and that is basically to run sales and holiday boosts. So, this was one thing that usually we ran or I've run quite a lot of times where basically you increase the amount of offers that you're able get from the offer wall during certain time periods, right? So, what I started by doing here is usually you run maybe five to six sales a year on big holidays. So, like think about your Thanksgiving holiday sale where basically you can get more value for completing tasks in the offer wall. Usually you see the offer wall revenue spike when this happens. So, then actually after seeing if that actually works or not, I usually like to move to one a month. Surprisingly enough, there's always a holiday pretty much that you can celebrate for users once a month. For example, Arbor Day. Yeah,

never celebrated Arbor Day before in my entire life, but in some of the games I've managed offer walls, they love to celebrate Arbor Day sales to basically get the boosts. But, a good example from recently would be like a 4th of July sale, stuff like that. But, usually what you see then is you give up sure a bit more of your yeah, in-game currency, but what happens is that you get really high eCPM returns back, right? So, this is usually done if you have an SDK implemented already automatically. Sometimes these companies, if you earn enough money, they also make the sale pop-up card that you decide to show to users. But, usually what they do is they have some kind of pop-up when a user that has the offer wall exposed basically show up, and then people can click through and actually decide if they want to do the action associated with the boost in sales. The good thing about offer walls is that since they're doing an action in another game for a currency in your own game, usually the return percentage of users that actually come back to your game to use the currency that they're actually generated is quite high. But, that's also

something to kind of keep an eye on. But, in my experience, if you segment correctly and work with one or two offer wall providers, the results are usually quite good. So, it's definitely worth your time. How much actually? Usually I say that offer walls can earn anywhere between 8 to 12% of the complete app revenue if you set it up correctly. So, if you've been working on a game that you haven't been able to grow for quite a while, and you haven't worked with offerwalls, that's kind of the addressable market that I would assume that you could get without having a negative impact. So, that's what I usually see is actually possible. Things to watch out for when working with offerwall companies, take a look at the offers that you're actually being shown to your users. Sometimes I see that the offer sometimes might be you need to run a blocklist on. So, sometimes they might not be things that you want advertised to your user base. So, just keep an eye on that. Usually offerwalls aren't allowed for kids. So, you need to basically make sure you're age gating that. And basically also keep an eye on

the whale power law here, because there might be like a lot of revenue being generated, but it actually might be only from a few users. So, if you see that, you actually might want to target those users for IPs instead of offerwalls. But, yeah. I think this is a really good way to get started with offerwalls. The the main thing to think about offerwalls is that there's two main types of offerwalls kind of out there right now. There is offerwalls that basically try to get you to a certain level in a game or playing a game for a certain amount of time. I tend to lean to preferring those offerwalls that do timer-based. Play this game for X amount of time instead of reaching level 15, because it's more tangible and I see the conversions for them tend to be a bit higher. So, I tend to prefer those offerwalls. I think that's a really good overview, 15-minute overview of offerwalls. If you guys are curious about more in-depth explanations on how to actually use offerwalls as a publisher, please leave a comment, and then I can make a

video already next week if you want me to explore something more in-depth. The aim of this episode was just to give you a surface introduction to offerwalls, and we can get more detailed if you'd like at a later point. I am Felix Braberg. This has been Two and a Half Gamers, and this has been your introduction to offerwalls and how to use them as a publisher. Thank you so much for coming and stopping by. Bye-bye.