Project Brief
I was tasked with improving the in-game ad system for Tanbii, aiming to integrate various types of ads (rewarded videos, banners, interstitials) while enhancing monetization and maintaining a positive user experience. The goal was to ensure ads were non-intrusive, engaging, and incentivized players without disrupting gameplay.
Time Frame
2 Months (July 2024 - September 2024)
This project was worked on over the course of 2 months, with multiple iterations and research phases. I collaborated with a small team and presented the final recommendations in a stakeholder meeting.
PROCESS
Research & Competitive Analysis
I started this project by researching the various types of in-game ads used in mobile games. This exploration led to the discovery of several ad formats:
• Rewarded Video Ads • Banner Ads
• Interstitial Ads
• Interactive Ads
• Native Ads
• Text ads
My goal was to integrate these ads into the Tanbii game in a way that would improve monetization without negatively impacting the user experience.
Rewarded Video Ads
What is it?
Rewarded video ads offer users in-game rewards (e.g., coins, gems, extra lives) for watching ads, making them less obtrusive and even desirable.
Key Objective
Integrate rewarded video ads into Tanbii in a way that enhances monetization without disrupting the user experience.
Key Benefits
High user engagement, Less disruptive, Monetization boost, Lifetime value, user retention, boosts ad revenue by 20-40% according to IronSource.
CRK (CookieRun: Kingdom) Rewarded Video Ads
CRK Ad Playing
CRK Ad Rewards
CRK Reward Expired
Ad Placement & Suggestions
• Speeding Up Timers: Players could watch rewarded video ads to reduce wait times on upgrades, crafting, or other activities that normally require time to complete.
• Speeding up building time: Watch rewarded video ads to reduce building upgrade times and speed up progress.
• In-Game Store: Integrate rewarded video ads within the store as a way to earn discounts or special items.
Example from Hay Day
Ads are unobtrusive, accessed via a cinema ticket in the menu. Ads are not shown automatically, ensuring they don’t interrupt gameplay.
User Looks for Ad to Watch
Ad Rewards Description
Ads Playing
User gets rewards
Frequency & Transparency Recommendations:
• Limit Views: Rewarded video ads should be available on demand but limited to 3-5 views per Day to avoid overwhelming users.
• Balance with Monetization: Ensure that rewards from ads do not devalue in-app purchases. Ex: too much diamonds
• Reward Transparency: Clearly state the rewards before users choose to watch an ad.
• Non-Intrusive Approach: Ensure users understand that these ads are optional and not forced upon them.
Banner Ads
What is it?
A graphical ad displayed within a game that consistently takes up a small portion of the screen.
Key Objective
To advertise products in a mainly non-intrusive fashion.
Key Benefits
Cost effective: banner ads are often less expensive than video and interstitial ads
Effective targeting: banner ads will reach the intended target audience because they are placed within a certain domainAd Placement & Suggestions
• Main menu, loading, and pause screens: the main menu, loading, and pause screens are less-dynamic so banner ads will not disrupt gameplay and player action
• Top bar: visible and apparent to the user
• Bottom bar: less noticeable but less-intrusive than the top bar of the screen
• Side bar: does not interfere with user action within the game or overall gameplay
Frequency & Transparency Recommendations:
• The less, the better: overwhelming users with banner ads may lead to frustration and negatively impact their experience and opinions about the game
• Static screens: banner ads are ideally placed in less-dynamic screens in order to avoid any interference with gameplay; these screens include the main menu, loading and pause screens, and even the in-game store
*Note: because users are so used to seeing banner ads, users have developed banner blindness, which has resulted in lower click and view rates.
Interstitial/Static Ads
What is it?
Full-screen ads that cover the entire game interface, either static or interactive. Can be skipped after a short duration, appearing during natural pauses in gameplay.
Key Objective
Integrate interstitial ads into Tanbii during transitions (e.g., between levels) to ensure a seamless user experience.
Key Benefits
High eCPM potential: Average of $4-$6, up to $20 in Tier 1 countries.
High click-through rate (CTR)
Creative flexibility
High visibility
High click-through rate (CTR)
Creative flexibility
High visibility
