Driving game growth through balance: A discussion of hybrid monetisation approaches
summary
Panelists from MoPub, Fluffy Fairy Games, Flaregames and BoomBit report a ~50/50 split between IAP and ad revenue after evolving from ad-only MVPs, using only rewarded video and playables with engagement around 60–70%. Teams cap exposure at about eight rewarded ads per user per day, use a 2x entry multiplier (single-use on return) as the highest-value placement, and switch KPI focus from eCPM to average revenue per daily engaged user to track ad LTV, iterating placements and payouts to avoid IAP cannibalization while benefiting from Q4 CPM uplifts.
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chapters (22)
- 0:00Introduction and panel setup
- 1:05Panelist introductions and fun facts
- 2:32Starting with hybrid monetization
- 3:56Balancing IAP and ad revenue
- 5:01Calculating monetization balance
- 7:49Ad impact on game health
- 8:11Ad formats and player engagement
- 10:22Leveraging rewarded video ads
- 12:10User demand for more ads
- 13:33Finding the ad frequency sweet spot
- 15:41Measuring ad performance
- 17:50Ad placement and game design
- 20:43Rewards and player incentives
- 23:14When to implement ads in development
- 25:22Seasonality and monetization balance
- 27:05Platform differences in monetization
- 28:52LTV and hybrid revenue models
- 31:44User-level ad performance insights
- 32:30Q&A: eCPM and player engagement
- 36:05Q&A: Extending game lifecycle with ads
- 38:55Q&A: Churn rates and ad integration
- 40:00Closing remarks and thanks
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