AdInMo, a player-centric monetization platform for mobile game developers, has announced the beta release of its InGamePlay software development kit (SDK) 3.0.
InGamePlay 3.0 builds on AdInMo’s existing tech stack which offers multi-format non-interruptive immersive advertising.
The latest SDK launches clickable in-game ads designed with the player experience at the forefront, driving better monetization for free-to-play developers and higher engagement for advertisers.
One of the unique ways AdInMo’s SDK drives intentional clicks is through the ‘InGamePlay Magnifier’, which spotlights an ad within the game environment to improve its viewability.
The SDK also features customizable visual options, such as a glowing or pulsing placement border to signify to the player whether an ad is clickable. Gameplay is not affected because the game is paused as soon as the player chooses to interact with the ad, and then is frictionlessly returned to the game.
Players know that objects are interactive in a game world. AdInMo has harnessed this mechanic to integrate advertising in an immersive and non disruptive way. Engaging with the ad will always be the player’s choice, making clicks intentional which is highly valuable for both advertisers and developers.
AdInMo CEO Kristan Rivers, said in a statement, “Making a game that generates sustainable revenue while still being joyful for players is the perennial balancing act for developers. Our latest SDK offers a frictionless way to increase the effectiveness of in-game advertising without impacting the player experience and crucially gives developers more ways to make money.”
InGamePlay 3.0 SDK utilizes AdInMo’s data-led PlayerPersonaFramework, to target the right player audiences with the right message which could be a brand awareness, direct response or in-app campaign using AdInMo’s new hybrid-monetization solutions.
“The games industry is gearing up to a future where free-to-play is dominated by hybrid-monetization,” Rivers said. “Our new clickable ad placements can already be used to advertise a developer’s portfolio in-game with our CrossPromo feature and that’s just the start of AdInMo’s hybrid monetization roll out this summer.”
The new SDK is currently in beta. Rivers started AdInMo in the United Kingdom at the end of 2019, and it has 15 employees. I asked if there were already competitors out there, and River said in an email to GamesBeat, “Being able to click in-game placements exists already, but not a solution that puts the player experience first and focuses on intentional clicks. Every tech design decision we make is through the lens of “Does this create a better, or worse, experience for the player?”
He added, “Our goals are also uniquely aligned with the developer community to support the whole monetization ecosystem: happier players play and stay longer in games, are also more likely to convert to payers and more willing to give attention to messages that are relevant to them. Our commitment to creating a seamless, enjoyable experience for players sets us apart.”
He said today’s announcement is the unlock to scale intrinsic in-game advertising because it delivers quality attention and engagement metrics that advertisers are seeking and better monetization for developers struggling in a post IDFA world.
“While we aren’t disclosing the amount of funding to date, we’ve been fortunate to have the confidence of a strong set of seed investors and are currently in the process of closing our Pre-Series A round,” he said.
As for the company’s mission, he said it is to create a more delightful in-game advertising experience for players.
“While developing and releasing games has become more accessible, monetization remains an ongoing challenge and the free-to-play industry is at risk of optimizing the joy out of gaming,” Rivers said. “We deliver immersive and relevant experiences for players that drive quality attention and engagement for advertisers and higher lifetime value for game developers.”