Space Ape : une étude de cas Unity Ads
Space Ape, backed by Supercell, is focused on breaking into and owning new genres. That means knowing when to take creative risks and how to adapt trusted practices. With Fastlane: Road to Revenge, the developer’s first game outside the build-and-battle genre, it is pushing the boundaries beyond what has made it successful in the past and exploring new monetization methods.
Un bon équilibre entre IAP et vidéos avec récompense satisfait les joueurs
Space Ape worked with Unity hand-in-hand during development of Fastlane: Road to Revenge, and through to discoverability and monetization. Working with Unity as its exclusive ad supplier and leveraging their Unified Auction helped balance In-app purchases (IAP) and rewarded videos in a way that made players happy, optimized user ad lifetime value (LTV), and helped grow the game.
- Since November 2017 daily active users (DAU) on Fastlane: Road to Revenge has tripled to 550K
- Average revenue per daily active user (ARPDAU) reached $0.25, including $0.11 from ads alone
- Ad revenue increased 5x to $30K bookings a day
- No significant impact to retention
- Able to reinvest more into user acquisition
Un partenaire sur le long terme
When Space Ape was considering who to work with, they knew Unity could be a strong partner because they’d already built three successful games with the Unity engine and had a good relationship with the people behind it.
Space Ape felt they could count on Unity throughout the lifecycle of their title, from development to launch to monetization.
“We've been building our games with the Unity engine and promoted them through the user acquisition platform,” said Nicolas Boulay, Head of Growth at Space Ape. “Our recent exclusive partnership with Unity’s Unified Auction on Fastlane has helped us optimize and better understand better our users' ad LTV.”
Unified Auction provides an open marketplace where the highest bidder truly wins. This is as straightforward as it gets in the ad space — higher revenue for the publisher, and more control over the quality of ads and ultimately the player experience. The scale of the Unity developer network, their dedication to partners, and the sophistication of their products is unrivaled.
La confiance va dans les deux sens
Space Ape est convaincu qu'avoir confiance en ses joueurs et se concentrer sur leur expérience est un prérequis à la réussite dans la durée. Le studio sait aussi qu'établir de bonnes relations avec les joueurs du marché du jeu occasionnel nécessite un équilibre délicat.
« Au bon du compte, c'est l'expérience qu'on propose aux joueurs qui importe. On veut qu'ils jouent à nos jeux pour de nombreuses années », affirme Mickey Elimelech, responsable marketing chez Space Ape.
Le studio avait également conscience qu'il ne pourrait pas s'appuyer uniquement sur les IAP pour générer des revenus dans un jeu au vaste marché.
« On savait que, si on se contentait d'ajouter des publicités, les joueurs délaisseraient le jeu. Il nous fallait un moyen d'utiliser à la fois les IAP et les publicités de façon naturelle », ajoute-t-il.
Des revenus plus élevés et des joueurs satisfaits
Space Ape decided that the best way to create ads that players would embrace, was to design them into gameplay right from the start, so that they would feel like a natural part of the game. The studio is set up in small teams, which have the power to make decisions independently. This made it easier for Boulay to work with the product and game teams as well as Unity on monetization, creating the best possible user experience and optimizing the business model.
“Unity has always been there to meet our needs,” said Boulay. “There’s always someone to answer questions, to help us optimize our ads across the Auction, and to make sure we know how optimization takes place.”
Tripled DAU and had a 30% lift to ARPDAU
The Fastlane team did extensive testing in beta and found that engagement in optional rewarded video ads was higher when they were implemented at the end of a race. This testing paid off when they launched globally.
“As an exclusive partner, Unity has the unique ability to help optimize the player experience and monetization of our games with their Unified Auction. The scale of their developer network, their dedication to partners, and the sophistication of their products has helped us increase revenue while keeping our players happy,” Boulay said. “We found that we were able to have both IAP and ads co-existing in a way that optimizes the user experience and Lifetime Value (LTV), and pays off in terms of revenue.”