Game On! Monetize Online Games

Website owners with casual Flash or HTML5 games will soon be able to display lucrative Ad Exchange videos alongside their games, which will open up whole new opportunities for those publishers. Video ads are some of the most lucrative and highest-paying ads around, so any opportunity to monetize casual games with videos should be met with open arms by publishers.

Image of dice

Photo by gringer on Flickr.

Whether your game is a viral hit like Angry Birds or you have a handful of less-popular games, gaming publishers will soon be on the same page as video publishers are. The ability to monetize online games with videos means that casual gaming may have just gotten way more lucrative.

Those who already have Ad Exchange accounts only need to reach out to their account manager to participate in this beta. If this beta is successful — and we have every reason to expect that it will be — then it will likely be available to the general public.

Start running game ads

To begin running game ads, first, you need to confirm your eligibility. To be eligible for this beta, you must adhere to the Ad Exchange Games policies. Once you’ve been accepted into the program, you can integrate Ad Exchange into your ad server just as you would on a video.

So what are the eligibility requirements? First, publishers that run ads on their games must adhere to all video-specific usage policies and ad exchange policies as though they were running regular ol’ video ads.

Game publishers must also adhere to the following guidelines:

  • The game must be family safe.
  • Only web-based Flash and HTML5 game players are currently supported by Ad Exchange.
  • Requested ad must play your game.
  • You have to own monetization rights for the game or have explicit, written permission from the owner to monetize the game.

Which Ads can I run?

The ads supported in your game are highly diverse. You can play the following video ads before your game:

  • Standard video: This video plays for a fixed duration and cannot be skipped.
  • VPAID (or Video Player-Ad Interface Definition): This industry-standard protocol has interactive functionality for advanced video ads.
  • TrueView video: This format is a proprietary Google video ad; after a certain length of time, the user can skip the ad.

Learn more about VAST and VPAID here:

The integration option you should go with is based on what best suits the business model (in the order recommended by Google):

  1. Dynamic allocation from DFP: use this if you use DFP Video or if you want to combine Ad Exchange for Games with DFP Video.
  2. Partner platform integration. Use this if you use a third-party video player or Google’s partner ad server.
  3. Direct integration. Use this if you own the source code.
  4. VPAID adapter integration. Use this only if you cannot use any of the other integration methods.

To start monetizing those games! It’s easy to do if you have Ad Exchange access — and if you don’t have access, get in touch!

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Kean Graham

CEO and Founder at MonetizeMore

Kean is the resident expert in Ad Optimization covering areas like AdSense Optimization, DFP Management, and third-party ad network partnerships. Kean believes in the supremacy of direct publisher deals and holistic optimization as keys to effective and consistent ad revenue increases.

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