Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
September 23, 2014
arrowPress Releases
September 23, 2014
PR Newswire
View All





If you enjoy reading this site, you might also want to check out these UBM Tech sites:


Facebook's 2nd-place publisher rakes in money with unique interactive ads
Facebook's 2nd-place publisher rakes in money with unique interactive ads
November 15, 2012 | By Frank Cifaldi

November 15, 2012 | By Frank Cifaldi
Comments
    4 comments
More: Social/Online, Smartphone/Tablet, Business/Marketing, Recruitment



Virtual goods still make up the bulk of revenue for most social game publishers, but many are finding that ad revenue is making up for those players who don't want to pay.

Bubble Witch Saga publisher King.com, which commands the second-largest game-playing audience on Facebook (the first being, of course, Zynga), said on Thursday that the money brought in by advertisements has increased tenfold during the year so far, accounting for nearly 15 percent of its total revenues. By comparison, Zynga's latest financial results show that only 10 percent of its revenues come from ads.

King.com says its players frequently click on incentivized ads that interact directly with the games they're playing. In one such example, an ad awarding players an extra life in exchange for viewing a 15 to 30-second video saw a click-through rate of 5 percent, nearly five times the average U.S. benchmark.

King.com also touted its "Brand as a Friend" solution, where advertisers can take the place of friends in a multiplayer game to help a player advance or unlock new content.

The company says ads will play an increasingly important role in its business moving forward, and to that end, they've hired former Gaia Online and Telemundo ad executive Charity Sabater to head up its new East Coast expansion as its senior director of ad sales.


Related Jobs

DoubleDown Interactive
DoubleDown Interactive — Seattle, Washington, United States
[09.23.14]

Principal Game Designer
DoubleDown Interactive
DoubleDown Interactive — Seattle, Washington, United States
[09.23.14]

Senior Product Manager
Cloud Imperium Games
Cloud Imperium Games — Santa Monica, California, United States
[09.23.14]

Marketing Director
Amazon
Amazon — Irvine, California, United States
[09.23.14]

Software Development Manager










Comments


Alan Barton
profile image
@"an ad awarding players an extra life in exchange for viewing a 15 to 30-second video"

... click on ad ... go make coffee while video runs ... come back and I have an extra life.

I remember back to a time when playing games was about having fun.

Lennard Feddersen
profile image
I remember back when gamers would spend $45 of 1982 dollars to buy a new game.

Aaron Hain
profile image
Let's be frank, the financial success of advertising integration into EVERYTHING is freaking us out on the inside. This is not going to a happy place.

Andrew Taylor
profile image
I've been playing Candy Crush Saga a bit and have some observations.

a) The game itself is pretty good fun.
b) You can play for a reasonable time before your lives run out.
c) Skipping the option to purchase more lives you then get the option to watch an advert to get another life, which I don't personally find too intrusive.
d) If you want to go and make a coffee, don't bother opting to watch the ad, you will get more lives as time passes in any case.

Overall I feel that this game gets the difficult balance between gameplay and monetization about right.


none
 
Comment: