How Nexters increased ad engagement by 73% with Unity’s ad strategy

Leading Cypriot video game company Nexters has managed to increase is ad engagement by 73% with the help of Unity’s ad strategy consultancy team.

With top games, like Hero Wars and Island Questaway: Mystery Farm, Nexters has over 100 million installs worldwide and is one of the top 5 independent mobile game companies in Europe.

Nexters wanted to maximise profits from its ad placement strategy for its hit Hero Wars, so it decided to consult with the Unity team.

Anton Kvashnevskiy, Head of Business Development at Nexters, told the online platform ironSource from Unity that Unity’s ad strategy consultancy helped them optimise their rewarded video placement strategy, boosting their engagement rate 73% and DEU 59%.

“Rewarded video plays a major part in our monetisation strategy, but Hero Wars’ main rewarded video ad placements weren’t driving enough profit,” he said. “After watching a rewarded video, users would have to go through multiple clicks to actually reach the reward - limiting their engagement and user experience.”

With room to grow with its rewarded video strategy, Nexters needed an expert team to help boost engagement and revenue, said Kvashnevskiy. “Since we were using Unity LevelPlay mediation, we partnered with Unity’s ad strategy consultancy team,” he added.

Implementing new placements with the Unity LevelPlay platform

To understand why Hero Wars had low rewarded video engagement, the ad strategy consultancy team carefully examined each rewarded video placement to evaluate if they were easy to find and if their rewards were clear and valuable to players.

“We were amazed by the amount of effort and time Unity put into understanding our game and our users, and their recommendations proved how devoted they are to their partners,” said Kvashnevskiy.

After carefully studying Hero Wars and its players’ motivations, the consultancy team suggested new placements that would be more accessible, clear, and exciting for players. For example, the team suggested adding a rewarded video placement immediately after a player loses all their coins - this way, players would be naturally motivated to engage with the placement to gain back the coins they just lost. “This placement seemed like a natural fit for our users, so we decided to give it a try,” said Kvashnevskiy. “Soon after implementing this placement, we saw Hero Wars’ KPIs jump - engagement rate increased by 73% and daily engaged users (DEU) increased by 59%. Not only did we boost our engagement, but by giving users exactly what they needed to continue playing, we improved our users’ experience.”

He concluded, “By partnering with Unity and their ad strategy consultancy team, we not only managed to boost our KPIs, but also supported our players’ needs. We look forward to seeing how we can continue to optimise our monetisation strategy together.”

(Source: www.is.com)