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How Adtech Platform AudioMob Is Changing The Mobile Game Monetization Through Amazon Web Services

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How Adtech Platform AudioMob Is Changing The Mobile Game Monetization Through Amazon Web Services
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AudioMob was founded after we spotted a tremendous monetization opportunity for game developers.

Rewarded video ads in mobile games have made developers and publishers money, but always at the expense of interrupting games. Yet these interruptions don’t just irritate players, they can even push them away from a game entirely, thereby damaging retention. This can be incredibly frustrating for game developers, who have put time and craft into building games that they want to have thrive, both creatively and commercially.

In considering the solution to this challenge, the core AudioMob concept was born. We let advertisers reach their consumers and game developers monetize their games without interrupting gameplay by using audio ads. ‘In-game audio ads’ are what we do, and we’ve seen developers implement them in truly interesting ways.

Larger tech companies, such as Facebook and Google, already offer ad platforms. This begs the question – why create a new platform?

The answer is straightforward. Existing Demand Side Platforms (or DSPs) cannot deliver audio ads in-game. Our Ad Platform enables advertisers to serve In-game audio ads with banners while users play their game. Therefore, players are given something to click on to head to a landing page or another app, should they feel engaged by the ad.

That potential is most powerfully demonstrated through an active example of AudioMob. Grammy award winning artist Nas and his label Mass Appeal created the following audio ad in order to promote his new album, King’s Disease II. They were confident that mobile games would expose them to wider audiences. This also presents an example of how personal and direct audio ads can feel.

Amazon Web Services (AWS) suite has proved to be a powerful tool in helping us achieve our vision for in-game audio ads as an option that is better for players, advertisers, and game developers.

Why Amazon Web Services?

What we’re doing is unique, so we needed to build a unique stack, and AWS matched our vision and ambition. Be it hosting everything from our user interface to providing a Content Delivery Network (CDN), AWS lets AudioMob serve audio content worldwide in milliseconds.

Meeting AudioMob Privacy Requirements with AWS

On the subject of digital advertising, undoubtedly you will notice the privacy conversation occurring around the world. We believe audio advertising makes it possible to respect the privacy of our users while ensuring the games and apps we love remain free to play.

We’ve deliberately built privacy-first adtech that places contextuality at its core. This approach allows for the ‘best of both worlds,’ letting ads find relevant audiences without utilizing personal data.

However, ad campaigns inevitably generate large amounts of data. This includes the data about a campaign’s success as well as aggregated contextual data held for 90 days and more. And that means we have data to keep safe beyond the data that is processed and stored so that it can be analyzed for insight.

AWS infrastructure aligns with our privacy stance and has achieved numerous internationally-recognized certifications and accreditations. It has demonstrated compliance with rigorous international standards, such as ISO 27017 for cloud security, ISO 27701 for privacy information management, and ISO 27018 for cloud privacy.

Meeting Advertiser Demand with EC2

Choosing the AWS product line started with building our own DSP. A DSP ultimately lets advertisers buy ad space within websites and apps. Ours is known as the AudioMob Ad Platform, and it lets advertisers create, manage, and set the targeting criteria of their advertising campaigns, thereby delivering the right ads to the right people, optimizing, analyzing success, and much more.

When artists or brands want to start a campaign through the AudioMob Ad Platform, they upload an mp3 file and a banner image that is instantly compressed through our internal code hosted on AWS. Compressing those larger file assets to a global average of 35KB, AudioMob can later distribute those ads without latency concerns and into countries with slower mobile data connection speeds. Rendering and content load issues become non-existent.

AWS Elastic Cloud Computing (EC2) provides instant access to server space, computing power, and various databases. Purpose-built to make web-scale cloud computing easier for developers like us, EC2’s accessibility in 25 regions and 81 availability zones globally allows for an efficiency never seen before.

As a leader within the adtech industry, we couldn’t build our own equivalents to what AWS offers. We’re motivated to deliver player-centric ads that impact equally well for advertisers and game developers. To do that well, we have employed the AWS stack knack for scalability and elasticity, global reach, and intelligent data storage options.

Delivering Ads with CloudFront

Over 2.8 billion mobile gamers spend an average of 26 minutes per day on gaming apps. This provides AudioMob the unique opportunity to quickly serve audio ads to around 40,000 games. Based on the last three months of internal data, this allows an average impression rate of 372,908 per day, leading to a 1,000% increase in click-through-rate as compared to traditional banner ads.

We let advertisers reach users based on age, gender, location, language, mobile device, and mobile carrier through our Ad Platform. The process works as follows: ad slots open in games and are filled in a fraction of a second, as multiple advertisers make a bid for the opportunity to connect with a player. This makes a Content Delivery Network essential, as our audio content must reach the end user in any location defined by our advertisers without delay.

Wherever we deliver an ad in a game, AWS’ Cloudfront’s vast geographic spread puts us anywhere globally, thereby ensuring that AudioMob fills the available advertising space extremely fast, and with minimal latency. Furthermore, this ensures that we fill ads in a timely manner, and can continue to deliver the non-interrupting audio ads into mobile games anywhere that advertisers have specified.

Before these developments, we handled many of these processes in-house, which was pretty costly to our bottom line. AWS’s Cloudfront integration allows data serving capabilities without transfer fees for origin fetches, and it offers custom Transport Layer Security (TLS) certification at no charge. Most importantly, the highly secure Content Delivery Network provides both the network and application comforting levels of security.

Meeting Reporting Requirements with S3, RedShift, and Glacier

Measuring creative engagement and providing campaign reporting is critical in advertising. We have built volume detection with selected partners, so that brands can be sure that players hear ads rather than mute them or set the volume extremely low. Furthermore, we can track whether users mute, close, or click on an ad. However, all of this requires data processing, storage, and reporting.

At AudioMob, we utilize Amazon S3 to store our campaign serving logs and RedShift for analysis. That lets us keep our data secure, while giving advertisers the power to optimise their audio ad campaigns based on the insights we provide using RedShift.

RedShift is a column-oriented DBMS database management system (DBMS) that stores data tables by column rather than by row and utilizes parallel processing to enable fast execution. This makes querying large amounts of data extremely fast and lets our advertisers query campaign data within milliseconds (0.7 seconds).

In addition, we utilize the AWS cold storage solution S3 Glacier. For data inquiries older than five years, this yields slower but reasonable query times (around 100x our RedShift query times). This is achieved by using Amazon Redshift Spectrum, which lets us query data from older campaigns directly from our log files stored on Amazon S3.

AWS facilitates the potential of audio

Ultimately, AWS has provided AudioMob with backend tools and services that greatly aid the performance of the ad format we’ve created. It’s been a perfect accompaniment to our rapid growth, helped us stay elastic and scalable, let us meet the needs of real-time international bidding, and support our data values and strategy. As well, of course, it lets our tech empower advertisers to reach wider audiences.

“The team here at AudioMob are extremely proud of everything we built ourselves, from the in-game audio ad concept to executing and expanding our company. We did those things ourselves – but AWS has facilitated our progress in myriad ways, and ultimately been a tremendous help in letting us deliver on our vision of in-game audio ads as a more user friendly and seamless advertising experience.” – Wilfrid Obeng, Co-Founder & CTO, AudioMob

eSports

Nigma Galaxy female CS:GO Champions: New docu-series follows rise to becoming champions

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Nigma Galaxy female CS:GO Champions: New docu-series follows rise to becoming champions
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This Sunday 14th, Nigma Galaxy is set to release the first episode of their new docu-series, Jiggy Biggy Best: A CS:GO Story, which follows their hugely successful female CS:GO team and their journey to becoming champions at two major tournaments this year.

The first instalment of the series will be launching on Nigma Galaxy’s YouTube channel at 1pm CEST on Sunday. You can find more information below, in case the team’s story would be of interest to your editorial plan:

  • Fans will get a behind the scene glimpse into the female Nigma Galaxy CS:GO team preparing for two of the biggest tournaments of their careers – ESL Impact League Season 1 in Dallas to the stand-alone ESL Impact tournament in Valencia
  • The docu-series also offers an exclusive peek into the teams journey to the top – their training regime, team cohesion and a deeper dive into the world of female esports
  • Uncover the dedication and support Nigma Galaxy have placed on the competitive female esports scene, one of the fastest-growing sub-genres in the industry
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Central Europe

The number of games companies and employees in Germany continues to grow

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The number of games companies and employees in Germany continues to grow
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The upswing in the German games industry continues: significant increases in the number of German games companies and employees in 2021 are being followed up by further growth in both figures. There are currently approximately 786 companies in Germany that are involved in the development and marketing of computer and video games or in one of these two areas. This is 5 per cent more than in 2021. These are the figures released today by game – the German Games Industry Association, based on data collected by gamesmap.de. A majority of these companies (392, down by 3 per cent) are active in both development and publishing. 358 games studios focus solely on the development of games for PCs, games consoles and mobile devices. The number of these companies exhibited particularly strong growth, rising by 14 per cent compared to the previous year. The number of companies who are active solely as publishers is significantly lower, with just 36 such companies in Germany (up 13 per cent).

The positive trend in the number of employees has also continued, as the previous year’s 8 per cent growth has been followed up by approximately 3 per cent growth in the core market. This brings the total number of people employed in the development and marketing of games in Germany to 11,242. Differences in the growth rates underscore the degree to which the establishment of numerous smaller companies is driving the current growth trend in the German games industry: whereas the number of games companies in the core market has increased by 26 per cent over the past two years, the rate of growth in the number of employees during this same time span has been lower, at just under 12 per cent. Following a decline in the previous year, the games industry’s extended labour market also recovered somewhat: the estimated number of people employed here increased by nearly 6 per cent to 17,048. This extended labour market includes people employed by service providers, retailers, educational establishments, the media and the public sector in connection with the games industry. In total, the German games industry currently therefore secures more than 28,000 jobs.

The upswing in the German games industry continues: the increase of 26 per cent in the number of companies in just two years shows that Germany is on the right track as it strives to improve its attractiveness as a games location. Many of the positive impacts of the relatively new federal support programme for the games industry have yet to show up in the statistics, because most games are the result of a multi-year development process. Even so, growth in the number of companies and in their employees already offers us evidence of the industry’s high level of confidence that this upswing is going to last, particularly if policymakers continue to take the decisions necessary to continue this course,’ said Felix Falk, Managing Director of game.

Another year of strong growth for the German games market

Sales revenue from computer and video games and associated hardware is currently experiencing even stronger growth than that enjoyed by numbers of companies and their employees: following a historic 2020 performance with a 32 per cent jump in sales, sales revenues in the German games market continued to rise significantly in 2021 with a total of approximately 9.8 billion euros in sales revenue generated by games, games hardware and fees for online gaming services – an increase of 17 per cent compared to the previous year. Sales revenue from computer and video games grew by 19 per cent to about 5.4 billion euros, due among other things to increases in in-game and in-app purchases. Sales revenue from games hardware has also grown, by 18 per cent overall to about 3.6 billion euros. Demand for games consoles and gaming PC accessories was particularly strong.

About the market data

The online directory gamesmap.de records developments in the German games industry on an ongoing basis. game continuously calculates the industry’s employment situation in Germany using detailed industry observations and research, together with appropriate projections and surveys of experts.

The market data is based on statistics compiled by the GfK Consumer Panel and data.ai. The methods used by GfK to collect data on Germany’s digital games market are unique in terms of both their quality and their global use. They include an ongoing survey of 25,000 consumers who are representative of the German population as a whole regarding their video game purchasing and usage habits, as well as a retail panel. The data collection methods provide a unique insight into the German market for computer and video games.

game – the German Games Industry Association

We are the association of the German games industry. Our members include developers, publishers and many other games industry actors such as esports event organisers, educational establishments and service providers. As a joint organiser of gamescom, we are responsible for the world’s biggest event for computer and video games. We are an expert partner for media and for political and social institutions, and answer questions relating to market development, games culture and media literacy. Our mission is to make Germany the best games location.

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Central Europe

TOM CLANCY’S RAINBOW SIX® SIEGE OPENS UP FOR BEGINNERS WITH VISEGRAD COMMUNITY CUPS

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TOM CLANCY’S RAINBOW SIX® SIEGE OPENS UP FOR BEGINNERS WITH VISEGRAD COMMUNITY CUPS
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Starting Saturday, August 20th players from Poland, Czech Republic, Slovakia, and Hungary can compete in weekly Rainbow Six Siege tournaments on PC

Today, Ubisoft Poland announced that – through their collaboration with global esports platform Challengermode – Tom Clancy’s Rainbow Six® Siege will be joining a series of weekly PC tournaments dedicated to beginners from Visegrad Group starting August 20nd. Expanding on its previous work with Challengermode on the V4 Masters – Nationals level tournaments – Ubisoft continues its efforts to develop Rainbow Six Siege’s grassroots competitions – open to all with weekly tournaments.

Kamil Ściana, Brand Marketing Manager CEE at Ubisoft said: “Our main goal with this new series of tournaments is to further open up the Rainbow Six Siege esports scene to players of all levels, bridging the gap between casual multiplayer and the more professional esports space where players can regularly compete for real prizes. Working with Challengermode has made the set-up and participation in these tournaments seamless and easy to scale for as many players as want to compete from the Visegrad region, and we look forward to working with them further on tournaments that will keep players coming back to enjoy Rainbow Six Siege in the months and years ahead.”

Patrik Jackiewicz, Senior Partnerships Manager at Challengermode added: “We’re delighted to be working with Ubisoft to bring Tom Clancy’s Rainbow Six Siege grassroots esports initiative to life on Challengermode. Together with one of the most popular IPs in the world we are creating a bedrock ground for players looking to ascend to higher tiers of Ubisoft-endorsed tournaments, which aligns perfectly with Challengermode’s goal of making esports truly accessible for all. We look forward to working closely with Ubisoft on this series of weekly competitions and other collaborations in future.”

Players from Poland, Czech Republic, Slovakia, and Hungary can register now through Challengermode’s esports platform, and prepare to compete for in-game credits to purchase newest operators, uniforms, weapon skins, charms and more. These weekly competitions will give the Tom Clancy’s Rainbow Six Siege esports hopefuls the chance to level up their skills by playing like the pros in a structured competitive experience – all on one centralized platform.

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