Mobile growth and monetization report 2023

Jun, 2023 1 Mobile insights
© 2023 Unity Technologies
Increase efficiency in \Iyour \bonetization and user\I acquisition strategies
with data-backed insights to help you achieve \bore with less.
MOBILE GROWTH
AND MONETIZATION
REPORT
/ 2023
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GET TO FIRST IAP
CONVERSIONS FASTER ADVERTISE
EFFICIENTLY
MONETIZE EXISTING
PLAYER BASES
COMPLEMENT IAP
AND IAA WITH
OFFERWALL
06-13
3 0 – 3 5
1 4 – 1 7
18-29
Table of contents
© 2023 Unity Technologies
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ACHIEVING MORE
WITH LESS→
Introduction
to be \bore efficient with
\bonetization and us\Ier
acquisition invest\bents.
This report provides data-
backed insights on how
to get \bore out of your
resources for a better return
on invest\bent fro\b \boney,
ti\be, or other costs.
In this year’s
Unity Gaming
Report, we shared that while
player growth continues for
\bobile ga\bing, there’s been a
softness for in-app purchase
(IAP), and the in-app ads (IAA)
\barket faced challenges in\I the
second half of 2022\I.
When revenue slows, it can
put pressure on resources
throughout the business.
Monetization and us\Ier
acquisition are no exceptions.
In a tougher year, it’s critical
for studios to find ways
© 2023 Unity Technologies
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Our experts have analyzed Unity data for
unique insight on:
\b IAP payer and conversion trends
\b Recommendations for ad placement and\I reward design
\b Diversifying monetization with new revenue sources
\b The best genres to run user acquisition campaigns in
\b Leveraging custom landing pages
By increasing efficiency i\In your \bonetization
and user acquisition\I activities, you can
achieve \bore with less.
ACHIEVING MORE
WITH LESS→
Introduction
© 2023 Unity Technologies
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KEY FINDINGS GET TO FIRST IAP
CONVERSIONS FASTER
The majority of pla\Iyers who will ever convert
to IAP will do so wit\Ihin the first two weeks, so
make sure your item and pricing stra\Itegy is set
up for success.
IMPROVE IAA SUCCESS
WITH BETTER PLACEMENTS
AND REWARDS
More than half of rewarded ad placements are
found between levels, with top-engaging reward
types being currencies, gacha mech\Ianics, and
additional rewards.
OFFERWALL CAN HELP
DIVERSIFY REVENUE SOURCES
AND IMPROVE RETENTION TARGETING TACTICS AND NEW
SOLUTIONS CAN IMPROVE USER
ACQUISITION CAMPAIGNS
Targeting tier-2 markets or specific genres that have
stronger performance can give advertisers a competitiv\Ie
advantage. While custom store page solutions gi\Ive new
opportunities to improve conversion for early adopters.
Key findings
01
02
04
03
Offerwalls are complementary to both in-app
purchases and in-app \Iadvertising. Implementin\Ig
this ad unit doesn’t\I just increase revenue, but
can also lead to a significant li\Ift in retention for
players who engage with it.
5
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GET TO FIRST
IAP CONVERSIONS
FASTER
01
Creating and managin\Ig a game with IAP is
often resource-intensive. Knowing how best to
convert players and understandin\Ig when IAP is
most effective is critical to building a sustai\Inable
strategy that isn’t over-resourced.
IAP conversions
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KEY TAKEAWAYS
Unity does not see 100% of the market’s IAP\b The data
shown is drawn from the Unity game engi\kne and Unity’s
portfolio of products\b
IAP conversions 7
01 02
$1.01–5.00 USD is the sweet
spot for IAP pricing to
convert first-time buyers.
56% of IAP revenue for iOS
and 58% for Android comes
from currencies, limited
sales events, and bundles,
so consider these when
planning your IAP strategy.
77% of players who have
ever converted to IAP
have done so within the
first two weeks.
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IAP conversions
TURNING HEADWINDS
INTO TAILWINDS
1.2
With payer percentage declining \Ibut player
growth remaining strong, having an efficient \IIAP
strategy can help maxim\Iize opportunities in a
competitive environment.
8
Observed IAP revenue by region
Average daily IAP payer percent (U.S. only)
1.1
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IAP can generate significant revenue for some
genres. The right item types and offers for your
genre can help generate more revenue than others
and alleviate wasted development cycles.
Currencies lead the majority of known IAP category
revenue at 22% for iOS and 23% for Android.
Limited-time sales follow closely (15%, 20%\I), and
bundles round out the top three (18%, 15%).
IAP item type variety is important. Different
offerings give your players some choice on \Ihow
they want to interact with premium content.
Depending on your game genre, some types migh\It
be more successful than others. It’s always best
practice to measure and learn from your players’
purchase behavior.
IAP STRATEGIES
THAT FIT YOUR
GAME
IAP conversions
1.3
9
Percent of total IAP revenue by IAP category
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10
The first IAP conversion is critical \Ifor creating purchase
stickiness with players. Currencies (18% on iOS\I, 17% on
Android), limited-time sales (17%\I, 16%), and ad removal
(11%, 7%) appear es\Ipecially effective in driving players
to convert to payers for the first time. Bund\Ile and
subscriptions are also amongst the top categories, and
should be considered an important tool for first time
conversions since they are both longer term purchases.
Always keep in mind the many factors that can help
drive effectiveness. These factors include visibil\Iity,
price, enhancement \Iof player experience, and boos\Its
to game progression, among others.
IMPROVING FIRST
IAP CONVERSIONS
IAP conversions
Percent of total first IAP purchases by IAP category 1.4
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11
Setting an attaina\Ible price point is \Iimportant for
IAP conversion. First purchases are typically in
the $1.01–5.00 USD range, so co\Insider pricing
more popular items for first-time buyers, such
as bundles (for example beginner pac\Iks), below
or equal to $5. It can also be bene\Ificial to have
a few choices for purchases between $1 and
$5 dollars. While s\Iome players might prefer
currencies, others may prefer to buy cosmetics
or boosters.
LAND THE RIGHT
PRICING STRATEGY
FOR IAP
IAP conversions
First purchases are typically in the
$1.01–5.00 USD range, so co\Insider
pricing more popular items for first-time
buyers in that range. Percentage of payers first purchases by IAP item price
1.5
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12
Timing is everything. 77% of players who have ever
converted to IAP have done so within the first two
weeks. Knowing this, players who haven’t made
an in-game purchase in their first 14 days should
be considered prime candidates for alternative
methods of monetizati\Ion, and can be segm\Iented
to view ads or offerwall.
By day 21, over 80% of all IAP payers had
converted. So, starting non-user-initiated ads like
interstitials is a saf\Ie bet, while rewarded ads can
be implemented even earlier, at day 14, without a
high risk of cannibalization.\I
TIMELINES FOR IAP
CONVERSION
IAP conversions
Days to purchase for first-time payers
Timing is everything. 77% of players who
have ever converted to IAP have done so
within the first two weeks. 1.6
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13
“ When \be first launched Pictoword, \be
relied on IAPs instead of ads. To take it
to the next level \bith revenue, \be really
needed to implement ads. More people got
used to ads, especially if they didn’t impair
the player experience. ”
− CK Wang, CEO, Kooapps
IAP conversions
Snake.io by Kooapps
© 2023 Unity Technologies
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Pictowrdt

MONETIZE
EXISTING PLAYER
BASES
02
IAA can be a great way to drive player
engage\bent and retention. It gives players
who \bay not want to spend \boney in the ga\be
a way to still progress, as well as providing a
preview of pre\biu\b features they \bay convert
to paying for down the line.
Monetize existing player bases
© 2023 Unity Technologies
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MOBILE GROWTH AND MONETIZATION 2023 →

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KEY TAKEAWAYS
Monetize existing player bases 15
0102
Rewarded ads located
between levels were the
placement players engaged
with most in 55% of g\Iames. Additional rewards,
currencies, and gacha
mechanics are 47% of the
top ad rewards by level of
engagement.
To help IAA effectiveness,
ensure that your ads are
placed in highly visible areas
of gameplay to capture as
many viewers as possible.
03
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16
Figure 2.1 looks at the game surfacing points that
have the highest engagem\Ient and effectiveness.
Players are most likely to engage with rewarded ad
placements that are found:
SURFACING POINTS
THAT WORK
Successful ad place\Iment design means
thoughtfully including \Iads in high-visibi\Ility
moments of the player’s journey. Although 18%
of games use rewarded video ads in their IAP
store, the audience that visits your IAP store are
likely players who are already considering making
a purchase. This means \Ithat in-store placement
strategies could be limiting whic\Ih players
encounter these ads. Monetize existing player bases
▪ Between game levels
▪ In the IAP store
▪ In the lobby/pre-level (a placement wit\Ih particularly high visi\Ibility – players may watch even
when they don’t complete a single game le\Ivel) 2 .1
Location of most e\Ingaged rewarded ad placements
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17
Figure 2.2 looks at rewarded video ad rewards with
the highest engagem\Ient, to see which ad rewards
are the most appealing to players.
Ads for extra rewards (20%), currency (14%), and
gacha mechanics (1\I3%), appear to be the most
effective in driving ad eng\Iagement.
Make sure you diversify your ad rewards and use
them strategically to improve your games’ retention
and engagement. Examples of this could be
rewarding extra lives, unlocking certain powers, or
any method that helps player progression.
REWARDS WITH HIGH
ENGAGEMENT
Monetize existing player bases
Rewards for RV placement with most engagement \Iper game
2.2
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COMPLEMENT IAP
AND IAA WITH
OFFERWALL
Introducing varied ad monetizati\Ion approaches
such as offerwalls can help to complement your
core IAP strategy and actually in\Icrease retention.
Instead of relying purely on IAA or IAP, adding
a variety of ways for players to progress in the
game can be a great way to diversify revenue,
while still providing player value.
03
Complement IAP and \IIAA with offerwall
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KEY TAKEAWAYS
Complement IAP and \IIAA with offerwall 19
0102
33% of total ad revenue
comes from offerwalls
for games that use these
ads alongside another
monetization strategy. Offerwall payouts can be
as high as $68 USD for
users who convert on multi-
reward offers.
Day 90 retention for
offerwall converters is 14%
compared to less than 3%
for other players.
03
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WHAT IS AN
OFFERWALL?
Offerwall ads actually fu\Inction more
like a marketplace within a game,
listing multiple ”offers” that players can
complete in exchange for receiving an in-
game reward, most often game currency.
For example, players can receive extra
in-game coins if t\Ihey get to a specific
level in another game, sign up f\Ior a
subscription, make a purchase, complete
a survey, and more – all through the
offerwall’s marketplace. As player behavior changes in a t\Iougher
macro-economic environment, having an
additional way to monetize them can be
a lifeline – especially\I when resources are
tight and hitting \Irevenue targets becomes
more challenging.
Offerwall can be a great option to
monetize players who don’t want to watch
ads or pay directly for premium content. It
complements IAP and IAA strategies while
requiring fewer resources than either to
implement and main\Itain.
Complement ad strat\Iegies with offerwall Complement IAP and \IIAA with offerwall
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21
REWARD AND CONVERT
NON-PAYERS WITH
OFFERWALL
Offerwalls are being rediscovered as a valuable way
to build resilient and effic\Iient game economie\Is. When
looked at within the context of ad revenue, offerwalls
can represent an average of 33% of revenue for
games using more than one monetizati\Ion type.Complement IAP and \IIAA with offerwall
Percentage of monthly ad revenue from offerwall
3 .1
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“ Some players don’t \bant to pay, and
think ‘\bithout money, there is nothing
to do in this game.’ We \banted to
promote the offer\ball so they \bould be
a\bare of all their options.”
– Artyom Shumsky, CEO, Gear Games
Complement IAP and \IIAA with offerwall 22
War Legends by Gear Games
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MOBIBLOE GRWOTHAN DZD2GH0

23
OFFERWALLS HELP BUILD A MORE
RESILIENT IN-GAME ECONOMY
Implementing an off\Ierwall can help make
your in-game economy more resilient in a
number of ways.
First, it creates more options for players
with different engagement levels to proceed
in the game. Second, t\Ihe payouts can be
higher because advertisers are willing
to pay more to get high-quality \Iusers.
By setting an enga\Igement target (such
as getting to a certain level or starting a
subscription) in the advertised game or
app, advertisers are more sure they are
getting users who wil\Il stick around. Lastly,
mobile game studios\I can expand the pool
of advertisers willing to buy their inventory,
tapping into lucrative brands who want to promote products or ecommerce apps to
gamers. While canni\Ibalizing IAP is a c\Ioncern
many developers have, this can be offset
by leveraging segmentatio\In tools to deliver
more tailored experiences to player groups
based on past beha\Iviors.
Importantly, the average monthly revenue
per offerwall converter (Figure 3.2) is
often approximately 25% of the monthly
IAP revenue per payer (Figure 3.3). Since
the payer value is around 25% of IAP but \I
requires fewer resources to implement,
offerwall could be a valuable addition to
many games.
Complement IAP and \IIAA with offerwall “
Promoting the offer\ball paid off for us.
The majority of our \3offer\ball users are
nonpayers, so even if some IAP revenue is
lost, the net result is undoubtedly positive. ”
– Artyom Shumsky, CEO, Gear Games
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24 Complement IAP and \IIAA with offerwall
Although a small percentage of users co\Implete
offers, these are a highly engaged\I set of players
who complete multiple offers monthly. These
players appear willing t\Io do more than just in- game quests to receive currency and represent
an average $4.68 in revenue per converted
monthly offerwall user. Additionally, offerwalls
allow users to access premium content on their terms, meaning that players who don’t want
to (or can’t) pay for that premium content, can
continue playing the game.
Designing offerwalls to be more easily
discoverable and bringing\I in a wider funnel i\Is a
worthwhile consideration\I since once discovered
34% of users are opening it each \Imonth.
3.2
Average IAP revenue per monthly paying user
Average monthly offerwall benchmarks 2022\I
3.3
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25
OFFERWALL TIPS
0102
04
Ensure that the offerwall
has the same branding as\I
your app for a seamless
experience. Make the entry point highly
visible to most users. Keep your offerwall
offers fresh.
Keep in mind that only
Android allows for multi-
reward offers.
03
Complement IAP and \IIAA with offerwall
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26
MULTI-REWARD OFFERS
CONVERT BEST
Understanding some \Iof the early benchmarks\I
for offerwall implementation\I can help you
generate revenue more efficiently. The design of
the offer is one area where benchmarks to set
goals and expectations are particularly useful.
Looking at monthly offerwall converters by offer
type for Android, it’s clear that the majority of
conversions and thus revenue come from multi-
reward offers. Across all genres, 60% to 82% of
all offerwall conversions are happening on mult\Ii-
reward offers.Complement IAP and \IIAA with offerwall
Percentage of monthly offerwall converters per offer type (Android)
3.4
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27
MULTI-REWARD
OFFERS ADD MORE
PLAYER AND
PUBLISHER VALUE
When users complete multi-reward offers, they
receive more in-game currency because these
types of offers require more effort and time. This
also means there are higher payouts to publishers
– as high as $68 per \Ioffer completion when l\Iooking
at the most successful \Igames that achieve higher
average revenue per offerwall user.Complement IAP and \IIAA with offerwall
3.5
Offerwall cost per offer completion percentile
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“ Offer\ball has consistently
added comfortable padding to
our monthly ARPU.”
– Mike Laub, Senior Product Manager, Big Huge Games
Complement IAP and \IIAA with offerwall
28
DomiNations by Big Huge Games
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MOBIBLOE GRWOTHAN DZD2GH0

29
OFFERWALL CAN
IMPROVE RETENTION
Some worry that implementing a\In offerwall
will drive users away from their game.
But giving players resources to help them
progress further in a game is a \Isimple
way to help improve retention. Offerwall
is a great way to facilitate that experience
while giving publish\Iers an additional
revenue source for converted offers.
When players convert on offerwalls, the
likelihood that they will continue to play
goes up by as much as 5x when\I looking
across day 7 (D7) to day 120 (D120). This\I
is most notable at\I later stages like at day
90 (D90), where retention for offerwall
converters is 14% while other players are
below 3%.Offerwall converters may be just a small
proportion of a user base\I, but they are a
highly engaged seg\Iment. What’s more, they
tend to be high-retention players who cost
less to monetize than acquiring new use\Irs.
Complement IAP and \IIAA with offerwall
Offerwall user retention
3.6
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30
ADVERTISE
EFFICIENTLY
Making s\ball adjust\I\bents like favourable genres
where KPIs naturally perfor\b better or investing
in localization for tier-2 countries that have an
outsized interest in a genre can help you get \bore
out of every \barketing dollar.
04
Advertise efficiently
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MOBILE GRWITHAW

Advertise efficientlyK
E
Y TAKEA WAYS
© 2023 Unity Technologies
31
01
03 02
11 out of 15 genres achieved
the best conversion rate
(CVR) by advertising in
hypercasual games.
Puzzle, casino, and\I
lifestyle games are early
adopters of Custom Store
Pages, making up 73% of
current users. For sports games advertised
in Japan, the CTR performs
13% above the average of all
tier-2 countries
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32
FIND THE BEST ROI
FOR YOUR GENRE
One thing advertisers can control when
marketing their game is the genres of games
they’re advertising in. Dependi\Ing on the
metric an advertiser wants to optimize, the
performance differences from advertising in one
genre to the next can be signific\Iant.
For greater efficiency on a \Ilimited budget, it
can be advantageous to focus on genres where
performance is best, su\Ich as hypercasual, for
better CVR. Advertise efficiently
“
The market is not static at\3 all, so
testing \bhile consider\3ing the need for
statistical signifi\3cance is crucial. ”
– Ekaterina Zueva, Senior User Acqui\Isition
Manager, MY.GAMES
4 .1
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33
TARGET ALTERNATIVE
COUNTRIES
Another area that presents opportunities to
be more efficient with campaign spend a\Ind
resources is to target tier-2 countries that
have more interest in a genre while avoiding
those with less. When looki\Ing at click-through
rates (CTR) some genres in specific mark\Iets
outperformed the total tier-2 average while
others have underperformed.
For example, Japan is a\I great place to
advertise a sports game – CTR performs 13%
above the average of all tier-2 countries, while
a racing or hypercasual game performs 7%
below average. In South Korea, CTR for trivia
and hypercasual games is 4% \Iabove these
genres’ average of all tier-2 countries, but
action games are 4% below average. Advertise efficiently
Here’s ho\b
\be’ve classified
markets →
▪ Tier 1 (T1): Incl\Iudes the U.S., Canada, and G\Ireat Britain
▪ Tier 2 (T2): Incl\Iudes Australia, Denm\Iark, Germany, France, Italy, Japan, South Korea, Norway, Sweden, and Singapore
▪ Rest of world: Includes count\Iries not listed as T1 or T2
Click-through rates vs tier-2 average by genre
4.2
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34 Advertise efficiently
IMPROVE
CONVERSIONS
WITH CUSTOM
STORE PAGES
Custom Store Pages help developers build
bespoke sales points that map to specific
creatives and messaging, \Ishaping a consistent
user experience to improve campaigns’ overall
performance. This allows advertisers to be
efficient with both resources and campaign
budgets since creating a new Custom Store
Page requires fewer resources because
advertisers can leverage existing assets.
As adoption grows, advertisers are starting to
realize the potential of Custom Store Pages.
So far, genres like puzzle, casino an\Id lifestyle
are early pioneers, wh\Iile developers in
hypercasual and other genres are beginning to
see great potential there.
4.3 Custom Store Page use per genre
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35 Advertise efficiently
0102
Optimize your best-
performing creative sets. Using up to 35 custom pages
for iOS and 50 for Android is
ideal to test variations.
03 04
Use the same creatives for
both your ads and Custom
Store Page to create a
seamless user experience. Feature events, in-game
play, or seasonal material
from your game.
CUSTOM STORE
PAGE TIPS
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DATA-BACKED
INSIGHTS
Access to real-world
perfor\bance data can gi\Ive you
the building blocks \Ifor strong
\bonetization and us\Ier acquisition
strategies, especially in the face
of econo\bic headwin\Ids.
Build out your strategy
with insights fro\b industry
bench\barks and diversification
data. The infor\bation in this
report can help you do \bore with
less by zeroing in on the activities
\bost likely to \bove the needle
and help you grow your ga\be.
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AUTHORS
Data analysis and \Iexpert point of view for this
report were provided by the Unity Strategic
Partnerships team. Together, they have
decades of experience in gaming\I working
for studios of all s\Iizes, from indie to AAA. At
Unity, the team is relied on by customers for
game design, monet\Iization, user acquis\Iition,
and other game development guidance b\Iased
on their data analysis \Iand expertise. Emory Irpan
, Director, Strategic Partnerships
Emory has over a decade of experience in
games, and has bee\In honored in publications \I
like Forbes 30 under 30 for his work in the
gaming industry. Before leading Unity’s
Strategic Partnerships team, Emory worked
on multiple indie g\Iames and AAA franch\Iises
like The Sims and Call of Duty\b
Arjun Gohil , Senior Analyst & \IConsultant
Arjun comes from a rich data back\Iground in
the gaming industry. He previously worked for
Electronic Arts and Ubisoft in v\Iarious BI and
Analytics roles.
Wing Yan (Kristen) Sze, Analyst & Consult\Iant
Kristen has over four years of quantitativ\Ie
research experience across mobile ad
monetization, user \Iexperience and psychology
domains. She previously worked as a senior
analyst at Scopely\I. Nathan TenBoer
, Lead Analyst & C\Ionsultant
Nathan has nine years of experience in data
analytics, focusing mainly on l\Iive mobile
game management an\Id optimizations. A\It
Unity, he has driven several market-facing
insights releases while also \Iproviding support
to Unity customers.
Levent Can, Analyst & Consult\Iant
Levent comes from industrial engin\Ieering and
business analytics \Ibackground and has over
three years of live game data experience.
He joined Unity from Ubisoft’s Analytics &
Reporting team in 2021.
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GROW AND MONETIZE
YOUR GAME
Unity gives you tools to help drive your revenue
and growth goals. Whether you’re a publisher,
advertiser, or both, tap into the expertise and
insight you need to support your monetization
and user acquisition\I strategy.
STAY INFORMED ABOUT
MONETIZATION AND USER
ACQUISITION
Sign up for our Unity Ads news\Iletter to get the
latest content, product, and industry news sent
straight to your inbox.
Sign up Learn more
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ABOUT UNITY
Unity empowers creators of all sizes to successfully
realize their vision by building real-time 3D (and
2D) experiences. Our comp\Irehensive set of
software solutions supports them through the entire
development lifecycle as they build, run, and gr\Iow
immersive, real-time content for mobile phones,
tablets, PCs, consoles, \Iand augmented and virtual
reality devices.
Unity uses its website ( investors.unity.com), filings with the SEC, press releases, public con\Iference calls, and pub\Ilic webcasts as means of
disclosing material nonpublic inf\Iormation and for complying with its disclosure obligations under\I Regulation FD.
Forward-Looking Statements
This report contains “forward-looking statements,” as that term is defined unde\Ir federal securities la\Iws, including, in pa\Irticular, statements
about Unity’s plans, strategies and objectiv\Ies. The words “believe,” “may,” “will,” “estimate,” “continue,” “intend,” “expect,” “plan,” “project,” and
similar expressions are intended to identify forward-looking statements. These forward-looking statements are subject to risks, uncertainties,
and assumptions. If\I the risks materialize or assumptions prove incorrect, actual results could differ materially from the results implied by these
forward-looking statements. Further information on these and additiona\Il risks that could affect Unity’s results is included in ou\Ir filings with
the Securities and E\Ixchange Commission \I(SEC) which are available on the Unity Investor Relations website. Statements herein speak only as \I
of the date of this report, and Unity assume\Is no obligation to, and does not cur\Irently intend to, update any such forward-looking statements
after the date of this report except as required by law.
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ABOUT THE DATA
The data in this report is drawn from the Unity
portfolio of products, and specifically games that
use monetization an\Id user acquisition s\Iervices.
It leverages original dat\Ia from over 31 billion
ads served each month, 250 million average
users reached each day, and 158 million \Iaverage
monthly installs. It al\Iso looks at 47 mil\Ilion
average monthly in-app purchases (IAPs)
enabled by Unity. We take data privacy seriously and h\Iave omitted
and anonymized information from this report
that would individually i\Identify any single game,
developer, or publisher. Games are broken out
into publicly available categories as defined \Ion
the iOS and Google \IPlay stores where available.
The data shown in the charts and graphics is
original to Unity.
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