With upcoming iOS 14 changes, shifting from waterfall to ad bidding is a no-brainer

“In 2021, we’ll be saying goodbye to waterfalls,” said Wai Quai Chong, strategic partner manager at Facebook. At the “Saying Goodbye to Waterfalls” panel, Mary Kim, Head of Growth at Game Hive, and Alfred Fung, CEO at Fun-Gi Games, joined Chong to discuss why ad bidding matters — and why it’s important for developers to shift away from waterfalls. The panel was part of the all-day GamesBeat and Facebook digital event, Driving Game Growth.

“When we first heard about the notion of bidding coming into mobile, we couldn’t wait to get started,” said Kim. “Now, today, we are seeing about 70% of all of our ad revenue coming directly from bidding.” The time they’ve saved in the shift to ad bidding has allowed them to make other improvements to their game that they consider much more impactful, like game design, and seeing if there are technical issues within the ad journey.