Unity: How did you begin monetizing the games at Concrete Software, and what was top of mind when you started?
Dean: One of the games we released is an idle game called My Arcade Empire, and the philosophy behind Concrete Software’s monetization models is having mixed revenue streams, so we looked at both in-app ad (IAA) and in-app purchase (IAP) revenue for the game.
The theory behind that is that it’s a little more of a stable model. There are a lot of fluctuations that happen over time like CPMs and consumer behavior, so having a mixed monetization model allows for revenues to stay pretty stable and grow well together.
Unity: Once you have implemented your in-app ads and IAPs, how do you measure the success of your monetization strategy?
Dean: It’s all about incremental successes! If we add a new network to our mediation and see a 1-2% boost, that’s a success. For IAPs, if we make changes within a game and we see more purchasers than we’ve seen previously then that’s a success. It’s all about testing, measuring, and optimizing. Any increases we see from that, however small or big, we consider that a win.
Unity: What are you most looking forward to about the future of different ad formats?
Dean: I’m interested to see how the players and industry help decide what the next best step is. For some of our newer titles, we’ve only included rewarded video since that’s what our players like. In our PGA TOUR Golf Shootout game we’re continually being asked by our players for more chances for rewarded videos since it helps them in the game.
So, we make sure we’re listening to our community to help provide the best experience. We have active Facebook groups for our titles and we tap into player feedback to help the overall game experience.