Mobile games have been a popular means for people to entertain themselves while spending more time at home. A recent Google Play study on mobile gamers shows that 45% of existing gamers have discovered more games to play in the last year than the year before, and developers need the right tools and knowledge to take advantage of this opportunity and drive an sustainable growth. At the Google for Games Developer Summit, announcing new solutions to help you achieve greater growth and navigate privacy changes effectively.
Grow an active player base for your games
With more players in your game, keeping them active can help you capture more value. Last year we introduced App Campaigns for Engagement (ACe, App campaigns for engagement) in Google Ads to help you re-engage existing players. Soon, you will be able to use return on ad spend offers key (tROAS, Target Return On Ad Spend) for ACe campaigns on Android. You can dynamically adjust bids based on the value each returning player is likely to create when they take actions in-game. This allows your ACe campaigns to maximize profitability by keeping your most valuable players loyal and active. This feature is currently available as a closed beta.
Get more value from existing players with tROAS offers for ACe
Along with tROAS for ACe, we’re announcing more features to help you find and retain a valuable player base:
- Free Deep Linking Option for ACe (Coming Soon) – Easily run reengagement ads on Android without having to implement deep linking with a new feature that automatically directs existing users to the loading screen of your application.
- tROAS optimization for ad revenue (in closed beta): Optimize your bids to acquire new players who are likely to engage with in-app ads for more ad revenue. li>
- Reinstall Exclusion (Closed Beta) – Spend advertising budgets more efficiently by preventing app ads from being shown to Android users who previously uninstalled your game.
Earn more with your games
People are not only discovering more games, but they are also spending more time playing. Our recent study also shows that 70% of existing players are playing longer sessions compared to before the pandemic. AdMob monetization solutions can help you leverage the momentum to earn more revenue from your games.
Open Bidding, AdMob’s real-time bidding solution, hosts a fair, real-time auction for participating demand sources to compete for each ad impression. This ensures that you always get maximum value for your inventory.
Maximize ad revenue with AdMob bidding
We’re introducing new changes to Open Bidding that will give you more control and transparency over how you want to work with access to over 200 bidders in real time. Soon, you’ll be able to customize policy settings for each bidder to adjust how they spend on your inventory. And we continue to add more buyers like Snap and InMobi to increase competition and help you earn even more. With this expansion, we announce that Open Bidding is now available to all application developers. This technology represents such a fundamental improvement in the way developers monetize, that we are updating the product name to simply be an AdMob offer.
IGG, the creator behind popular strategy games like Lords Mobile, was looking for a monetization platform to help diversify revenue streams beyond in-app purchases. After moving to the AdMob platform and implementing bidding on all of their new casual games, the team saw their ARPDAU ads double.
Stay informed about relevant regulatory changes
While we’ve seen many positive trends in mobile gaming, developers are also facing new challenges as they work to navigate the changing environment for privacy. The latest improvements to the Privacy and Messaging in AdMob tab can help you Easily understand regulations that may impact your business and discover tools that will help you with your compliance strategy. For example, you’ll be able to find EU user consent settings on the GDPR card to configure ad serving for users in these regions. The new updates are now available to everyone.
Navigate privacy regulations easily with the Privacy and Messaging tab
To learn more about how these solutions can help you drive lasting growth for your gaming business, watch the announcement presentation session and other sessions in the live stream of the Google for Games Developer Summit.
