The Importance of In-App Ads and Ad Revenue

In-app ads play a crucial role in generating revenue for mobile games, regardless of the genre. Studies have shown that even RPG games, which are traditionally more core-focused, generate around 20% of their revenue through in-app ads. Additionally, the completion rates for rewarded video ads across different genres indicate that users enjoy these ads, even in core genres such as RPGs and strategy games. Ad revenue is an important metric for publishers, and while ECPM (effective cost per thousand impressions) is often discussed, it is just one component of ad revenue. It is essential for publishers to focus not only on ECPM but also on other metrics such as ad revenue per daily active user and fill rate.