DeltaDNA
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DeltaDNA: In-game advertising becomes viable alternative to in-app purchases

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

After years of uncertain experimentation, free-to-play game developers are starting to view in-game ads as a genuine alternative to in-app purchases (IAPs) rather than just an additional revenue bonus, according to DeltaDNA‘s survey of 336 game developers and publishers.

DeltaDNA said that in the last 12 months, the number of games owing at least 40 percent of total revenues to ads has increased by 15 percent, while the number of games generating 81 percent to 100 percent of their revenue from ads has leaped by a third (29 percent) within the same period.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.