Pixel United, known for its portfolio of popular F2P titles and millions of active players, has nailed the art of squeezing revenue from ads without squeezing the fun out of a game. On this week’s episode of the PocketGamer.biz Podcast, Kelly Kang, Senior Director of Ad Monetisation & Partnerships at Pixel United, joins host Peggy Anne Salz to share pages from her playbook and to shed light on what the role of an ad monetisation manager means in today’s games market. Kelly delves into her unexpected experiences in the role, the importance of collaborating with game developers, and which ad formats truly deliver value. She also explores why brands are slow to embrace in-game ads, the effectiveness of in-app header bidding, and what it takes to build a top-tier ad monetisation team.

CHAPTER TIMESTAMPS

00:00 - Intro

02:10 - The unexpected part of the job

07:12 - Convincing the game devs

10:45 - Which ad formats are worth the hype

13:43 - What's different about the offer wall? 

15:56 - Why are brands lagging behind?

18:52 - How to get in front of brands

23:20 - What the agencies want

27:06 - Experiences with CMPs

30:28 -What does ad-mon really do? 

34:50 - Is in-app bidding really better?

37:41 - What does it take to build a good ad-mon team?

41:10 - Favourite games Q&A 

43:00 - The mark ad-mon can leave on a studio

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