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Vungle – a source of high-quality in-app traffic

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WakeApp is back with its “Source of the Month” – an educational guide for mobile app marketers.

According to information gleaned from Statista, app stores are currently swamped with applications: Google Play includes 2.6 million apps while there are almost 4.5 million in the Apple App Store. So, what does it take for an app to rise to popularity among its users? It surely is no longer the case of simply creating a unique, analogue-free program capable of connecting clients to a service. This is where our highlight tool of the month comes in.

At WakeApp, we’re always ready to lend a helping hand to novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends, traffic sources and promotion features. This time, we’re introducing our readers to a popular traffic source and tool that specialises in promoting mobile applications. Say hello to Vungle.

Vungle is an advertising network that specialises in promoting short videos within apps and games. Ads are played without reloading or buffering – just like on YouTube – and are stored in the cache and played without any pauses. Vungle offers a loyal moderation system as well as the ability to work on the CPI model. Through Vungle, developers can monetise mobile applications, and marketers can successfully promote products and attract large volumes of high-quality traffic through modern ad formats which are broadcast within programs connected to the network. 

Following Vungle’s merger with Liftoff, another major market player, all Vungle products, services and accounts are now available on liftoff.io.

Liftoff is a worldwide advertising network that has been providing in-app traffic monetization opportunities since 2012. The ad network is well known for its large selection of payment models and affordable ad formats, and is considered as one of the most accessible and easy-to-use ad networks amongst marketers, media buyers and traffic specialists. This has made Liftoff one of the most effective and popular sources of in-app traffic. 

Advertisers promoting their products through Vungle (or Liftoff) can successfully drive traffic from popular advertising spaces with flexible targeting. This will ensure that ads reach only their relevant audiences and that budget is spent more efficiently.

Some Vungle facts:

  • Year of launch: 2011
  • Average annual income $200.0M – $500.0M
  • Ad Formats: Banners, Interstitial, MREC, Rewarded Video
  • Payment Model: CPC, CPM, CPL, CPI
  • Apps Included: 1800+ apps
  • Impressions: +396B
  • Annual Clicks: +6.2B
  • First Time Events: 7.7M
  • Installs: +275M
  • Minimum deposit amount: $50 for PayPal, $1000 for bank transfers
  • GEO coverage: WorldWide, Tier1

Vungle makes it possible to broadcast commercials within the products of the world’s leading brands, and to a wide audience. What’s more, Vungle allows you to successfully promote iOS and Android apps, as well as programs from the Microsoft Store and Amazon ASIN.

Vungle benefits

  • Low percentage of rejections and bans for ad creatives. The platform adapts well to the promotion of any type of vertical.
  • Possibility to promote iOS on CPI. By comparison, only the CPM format is available in Unity.
  • High-quality traffic. Vungle has established itself in the market and confidently holds its position among the most effective sources of in-app traffic.
  • Modern advertising formats. The platform allows you to promote products using advertising formats such as banners, Interstitial (full screen advertising), MREC (medium sized rectangle), Rewarded Video.

Disadvantages of Vungle

  • High bid rate. The average ad network bid is typically 30-40% higher than competitors.
  • Difficulty in scaling. The volume of quality traffic on Vungle does not guarantee the scaling success of the advertising campaign. Users who have not reached the stage of installing the application are blacklisted, requiring further optimization for traffic monetization.
  • The minimum amount for the first deposit is $1000.

Advertising campaign targeting is configured according to all the main parameters: GEO, device type, OS, and screen resolution. It also provides the ability to set up smart targeting by optimizing impressions and selecting a relevant audience. In fact, advertisers promoting their product through Vungle can choose which category of apps to place their ads on.

Vungle’s main advertising format is video advertising. Users are provided their own SDK (Software Development Kit) with detailed instructions to integrate video into the application. What’s more, advertisers needn’t go to the trouble of creating or filming ads themselves. Rather, they simply can place an application in Vungle and indicate the main points of the product that they’d like to highlight, as well as select one of the suggested voice templates. The design studio, Vungle Creative Labs, will independently develop a unique promotional offer for any request.

How can marketers use Vungle?

In order to start using the advertising network, start by registering here.

1. Select Monetization as Job Position

Verify your account via email and head over to your Vungle Dashboard.


2. Create a new Vungle app

Go to Dashboard and click Add Application. If your app supports both Android and iOS platforms, you’ll need to add each one separately.

Choose a platform for your application, specify the name and its presence in the Store. If the app is available in the store, select My app is live and use the search box to add a link.

Important! If your application is designed for children under 13, select Disagree – COPPA settings will apply.

3. Create a placement for your application

Select the ad type and enter the name of the placement. For rewarded videos, select No in the Skippable field.

Click Continue, and I’ve already integrated the most recent SDK. On the next page, click Sounds Good.

After adding your application, you can add a new placement in its settings. To do this, click Add Placement.

To launch an advertising campaign in Liftoff:

1. Select Direct as Job Position

Click Add Campaign and Add New Application.

Specify the OS of your application and its App ID.

2. Specify the name of the advertising campaign and the timing of its launch.

3. Provide a link to the postback tracker, if necessary.

4. Specify targeting settings: GEO, device type, OS, screen resolution, as well as the ability to download ads over a mobile connection.

5. Enter your cost per click and daily budget. The minimum daily budget is $1,000.

6. In the creative field, upload the finished video or leave a request for its creation in Vungle Creative Labs.

In the creative field, upload the finished video or leave a request for its creation in Vungle Creative Labs.

Vungle is one of the 30+ sources our media buyers use to promote WakeApp. 

Here at WakeApp, we are proud to say that we have been using Vungle as a traffic source for over 10 years. Vungle has proved to be a massive convenience for our clients in their goal to attract a young and solvent audience.

About our guide: Every month, we publish helpful promotion guides where we discuss promotion features in a particular region according to traffic sources and GEO traffic. We also seek to keep our readers up-to-date on tips, as well as restrictions and bans about promoting on certain sources. 

Think of it as a mobile marketer’s desktop guide!

About us: WakeApp is an international mobile marketing agency with over 9 years of experience in the market, and is leading the development and promotion of gaming and non-gaming mobile applications in the e-com, video streaming, food delivery, sport, utilities, and finance verticals. In 2022, WakeApp received The Media Agency of the Year at the SiGMA Asia Awards, and in 2021, WakeApp placed in 5 categories in the 13th edition of the AppsFlyer Performance Index XIII.

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Low6 launches free-to-play games suite for EUROs

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The diverse array of games equips brands with a multitude of options to attract and retain users throughout the tournament.

Low6, the leading gamification innovator, has today launched its new suite of mobile-first, free-to-play games tailored for the UEFA Euro 2024 tournament.

With the excitement surrounding one of the most anticipated football events, Low6’s latest offering aims to provide sportsbook operators, publishers and brands with dynamic and engaging solutions to acquire and retain users throughout the tournament.

Brands can now access the following suite of games:

  • Brackets – Attracting users pre-event to select which team they believe will advance across each stage of the tournament.
  • Match Day Challenges– Engaging users throughout the tournament with daily interactive retention tools including Bingo, Spot The Ball, Over/Under, Spin-The-Wheel and football scratch card.
  • Predictors – Pick’em style questions to test fans predictions on what they think will happen throughout a game.
  • Trivia – Interactive quiz formats to appeal to a wide audience and test their football knowledge.
  • Fantasy – Immersing the most active fans in next-level fantasy where they can play the manager throughout the tournament.
  •  Arcade –  Fun and fast nostalgic games that keep fans returning to get the top score.
  • FanVote – Simple polls to let fans choose who their player of the match is

The easy-to-integrate fully customisable games come equipped with integrated advertising solutions to best promote operator offers or activate a brand’s partner’s sponsorship. This includes display banner and interstitial formats as well as the ability to service in-app pop-ups, emails and push notifications. Low6’s real-time in-game analytics and hyper-personalised communications can also be leveraged by brands to upsell their wider product offering.

“Brands globally are looking at new and innovative ways of capturing fans attention at sporting events and here at Low6 we’ve developed the perfect play for the Euros” comments Jamie Mitchell, CEO of Low6. “We’ve finely tuned our free-to-play games to provide a winning strategy in not only attracting new users but scoring higher level of engagement throughout the tournament”.

 

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Latest News

UK risks losing safer gambling leadership position – warns BetBlocker.org chief of partnerships

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Pedro Romero, chief of partnerships at safer gambling software provider BetBlocker.org has highlighted the sense of insecurity among Research, Education and Treatment organisations arising from the publication of the UK Government’s White Paper on gambling reform.

Speaking following February’s edition of ICE where BetBlocker and US-based International Centre for Responsible Gambling (ICRG), shared a £41,000 pool which was provided by leading brands Light and Wonder, Flutter, Betsson Group, IGT, Novomatic, Neccton and Playtech Pedro Romero noted: “The main talking points at ICE 2024, particularly in relation to safer gambling, revolved around the publication of the White Paper which has caused so much anxiety.

“It’s concerning that many in the third sector feel alienated from critical conversations about the future of safer gambling and harm minimisation.

“The potential implications of this disconnect are significant, not just for the individuals and communities we serve, but for the UK’s reputation in the field.

“We must find a way to bridge this gap and work together to address the challenges ahead. Otherwise, I fear the UK risks losing its leadership position in advancing safer gambling practices.”

Regarding the £20,500 donation which was presented at ICE he added: “We have earmarked these funds with a dual purpose in mind. Primarily, it will assist with our running costs, which as a small charity is crucial for the sustainability of our operations.

“Additionally, we are excited about a very special project that we’re planning for ICE 2025 in Barcelona. Without giving too much away, it’s a development that aims to pay tribute to both Clarion and the city of Barcelona. We believe it will make a significant impact and we look forward to unveiling it.”

Romero spoke positively about the relocation to Barcelona stating: “ICE 2024 served as a fantastic farewell to London, marking the end of an era and the beginning of a new chapter in Barcelona.

“While there’s a certain sadness in leaving a city that has been such a great host, the move to Barcelona is an exciting development. It represents a fresh opportunity for ICE to be the global gaming hub in a vibrant, dynamic city. We are very much looking forward to what the future holds in this new location.”

 

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Compliance Updates

Montenegro’s evolving legal landscape: recent amendments and controversies in games of chance regulation

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Montenegro’s Law on Games of Chance (the “Law”) was enacted in 2004 and has undergone multiple amendments since. The most recent ones came into effect on 1 January 2024.

The aim of the amendments, as stated by the competent authorities, is to ensure a sustainable regulatory system for organising games of chance via the internet or other telecommunication means, as well as to generate additional revenue from these activities. This objective is to be achieved through measures aimed at establishing a variable concession fee for the organisation of online games of chance, a provision not envisaged in the prior legal framework in this area. Another measure to achieve the set goal is to introduce a ban on participation in foreign games of chance via the internet and other telecommunication means for which bets are paid on the territory of Montenegro.

To achieve these objectives through the proposed measures, several amendments to the Law have been proposed and adopted:

  • The concept of organising games of chance through the internet or other telecommunication means has been clearly defined for the first time.
  • A ban has been introduced on participation in foreign games of chance for which bets are paid within the territory of Montenegro, regarding the organisation of internet betting. Therefore, the competent authorities are now obliged to restrict access to the websites of gaming organisers who accept payments for games of chance from players in Montenegro, through the blocking of IP addresses by an independent regulatory body in the field of electronic communications, as well as the prohibition of all types of payments to foreign organisers. Furthermore, the competent authority is required to maintain and publish a list of unauthorised online gaming organisers ex officio.
  • A higher annual fixed fee per casino has been introduced, now amounting to EUR 100,000 instead of the previous EUR 50,000. Additionally, the variable fee for organising games of chance in casinos has increased from 10 % to 15 % of the base.
  • A prohibition on organising games in residential-commercial buildings has been introduced.
  • A new regulatory framework has been established for the organisation of games of chance on the internet. The most significant changes involve defining the conditions and methods of player registration and identification, as well as establishing the obligation to pay the variable portion of the concession fee for organising betting games of chance over the internet, as well as for organising games of chance in virtual casinos and online slot games. The fee is calculated at a rate of 10 % of the base, which consists of the total amount of stakes reduced by the value of payouts and is paid by the fifteenth of the month for the previous month. The fixed part of the concession fee amounts to EUR 10,000 for all the aforementioned types of games of chance organised over the internet. Additionally, with the introduction of the new Article 68f of the Law, it is stipulated that payments for organising games of chance over the internet can only be made through payment cards or at the premises where games of chance are organised in accordance with the Law.

The new legislative solution has not escaped scrutiny from interested market participants, especially regarding the controversial Article 68f. There has been particular attention in the public sphere to the reactions of associations of gaming organisers, which, through various reviews, have questioned the justification, sustainability and legality of the provision stipulating that payments for organising games of chance over the internet can only be made through payment cards or at the premises where games of chance are organised.

In response to the reaction of the association of gaming organisers, a petition was initiated, gathering over 25,000 signatures. An initiative was subsequently submitted to the Montenegrin Parliament to repeal Article 68f. In addition, another initiative was lodged with the Constitutional Court of Montenegro to review the constitutionality of Article 68f.

The competent authorities are currently processing these initiatives. Meanwhile, legal experts and the general public eagerly await more answers to these legally and practically intriguing questions in the coming period.

Source: schoenherr.eu

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