Unity has released its report, Mobile Insights 2022: Growth and Monetization.
Unity’s first-ever Mobile Insights 2022: Growth and Monetization report reveals Unity data from more than 28 billion monthly ads, 168 million daily average users, and more than 235 million installs. Based on user acquisition (hereinafter referred to as UA) and monetization strategy guides are provided.
This is expected to help reduce trial and error for developers in the initial user inflow plan and profit creation strategy stage, and to optimally combine each strategy of development, user acquisition, and monetization.
The report presents seven insights centered on UA and monetization: ▲Increase your chances of success with initial planning ▲Establish a perfect soft launch strategy for UA ▲Efficiently execute advertising budgets ▲Improve creatives ▲IAA (In-app Ads) vs IAP (In-app Purchases) Optimization ▲Efficient advertisement placement ▲ Growth benchmarks, etc. are selected, and major implications are dealt with in detail.
First, ‘Increasing the probability of success with an initial plan’ proposed to take advantage of the popularity of genres with a high concentration of Daily Active Users (DAU). According to the report, among casual game genres such as action, adventure, arcade, and RPG, platformer or runner style games had the highest DAU ratio, and in word game genres, classic style games accounted for 98% of users. In this way, if you preemptively understand the popularity of users by genre and the number of DAUs and use them, you can increase the probability of project success.
‘Establishment of a soft launch strategy for UA’ presented an effective UA realization plan. First, in establishing a soft launch strategy for UA, efficiency and appropriate timing were suggested by analyzing region, timing, and period. appeared to be The average time required to complete the soft launch was 6 and a half weeks, and up to 10 weeks depending on the genre, suggesting the need to establish a strategic schedule.
It is introduced that ‘effective advertising budget execution’ can expand the user base by selecting an appropriate genre during advertising. appeared to be high. In addition, D7 retention (Day 7 retention, the percentage of users who play games or use the app on the 7th day after installing the app) is higher than that of games targeting hardcore gamers, such as racing, role-playing, and simulation games. It was much higher in games targeting casual audiences, such as games.
As a ‘advertisement material improvement plan’, it was suggested to use ‘show core gameplay’, which is common among the materials with the top 86% of performance. Other factors such as loud music (top 56.22%), on-screen text (top 44.22%), and showing game success scenes and winning products (top 35.78%) all contributed to the increase in CTR and conversion rate.
The report also presented detailed approaches and strategies for monetization. In ‘IAA vs IAP Optimization’, he emphasized the importance of maintaining an appropriate balance between IAA and IAP by genre and creating an optimal monetization combination through strategy. Unity analyzed that more than 70% of in-game IAP sales were generated by the top 5% of billing users, suggesting that a more detailed approach is needed rather than ‘advertising for everyone’.
In ‘Efficient Ad Placement’, the results of analysis such as the difference in sales performance by genre for each ad format, such as rewarded video ads and interstitial ads, and the average time (5 to 6 minutes) for the first ad in the game, are analyzed. It informed the importance of understanding the various behavior patterns of players. Next, in ‘Growth Benchmark’, major trends related to ARPDAU (Average Revenue Per Daily Active User) were investigated. Board (123%), card (60%), and quiz (78%) games recorded the highest performance, with ARPDAU nearly doubling in 2021 compared to 2020. IAP ARPDAU for sports (74%) and casual (65%) games saw the largest growth in 2021.
The full text of Unity’s ‘Mobile Insights 2022: Growth and Monetization’ report can be found on the official Unity Square page .
