Industry News
IronSource: Top advertising mediation platform
WakeApp continues its educational rubric for mobile app marketers “Source of the Month”.
Why are we doing this?
If earlier, in order for an application to become popular among users, it was simply necessary to create a unique program that has no analogues and connects the client and the service, today this is not enough. The number of applications in the app stores has reached unprecedented heights: 2.6 million in Google Play and almost 4.5 million in the Apple App Store (Statista).
The WakeApp team decided to help novice marketers, partners and specialists in the mobile app promotion market to be aware of the latest GEO trends and traffic sources and promotion features in them. This time we would like to introduce readers to an equally well-known source of traffic and a tool that specializes in promoting mobile applications – Iron Source.
IronSource is a top ad mediation platform and one of the largest mobile app monetization platforms operating in the mobile advertising market since 2010. The platform allows developers to monetize their products, and our clients receive large volumes of high-quality traffic from all over the world. Thanks to automatic costing mechanisms, for each ad impression, developers receive the highest possible payout, and advertisers receive a lead.
In November 2022, IronSource partnered with Unity to form the industry’s leading in-app creation and advertising platform.
Facts about IronSource:
- Industries: Gaming, Mobile App Installs
- Payment Models: CPA, CPC, CPCV, CPE, CPI, CPL, CPM, CPS, CPV, Flat Rate, Revshare / ROAS
- Audience:3 billion
- Applications: +80 000
- 87% of the top 100 Google Play and Apple Store apps are connected to IronSource
- In November 2022, IronSource announced the end of its merger with Unity Ads.
- 50% Research and Development
- Year of foundation – 2010
IronSource provides ready-made ad units with several modern ad formats. An advertiser can capture the attention of users through both impressive reward-per-view videos and interstitial ads and banners.
To attract traffic, it is proposed to use the following advertising formats:
- Rewarded videos. The format is most effective in building mutual trusting relationships with the audience through an equal exchange of values.
- Advertising that works on the principle of mini-shops. The user is presented with a list of actions for which he can receive some valuable reward. The tool allows you to increase revenue from traffic monetization, increase audience engagement, and keep it in the application longer.
- Interstitial video ads. A tool for monetizing traffic using creatives that involve the user going to the advertiser’s website within the software. Allows you to earn money without interrupting the user from using the application.
- Rewarded interstitial ads. A format for attracting large amounts of traffic within the application by rewarding users for watching videos. Appears during natural user transitions.
- The format with the simplest integration algorithm in the application and high demand from advertisers.
Each of the available IronSource formats is an effective tool for attracting potential audience within the application.
IronSource is one of the most popular ad mediation platforms to not only increase app revenue, but also increase your effective CPM. Through IronSource, you can work with several ad networks at once and integrate through a single SDK.
You can choose from 15 ad networks available on the platform. IronSource will manage them for you, which will save your time and make the process of attracting traffic as comfortable as possible. The uniqueness of IronSource is that with its help you can track key indicators such as: DAU, ARPDAU and engagement.
Ad networks connected to IronSource and using its traffic:
- AdColony
- AdMob
- Amazon
- AppLovin
- Chartboost
- Fyber
- HyprMX
- InMobi
- Maio
- Mintegral
- myTarget
- Tapjoy
- UnityAds
- Vungle
Today, IronSource is included in the arsenal of all major market players. A wide range of targeting options brings some advertisers more than half of all incoming traffic, which once again proves the effectiveness of the platform. The platform independently filters incoming traffic and filters out fraud and irrelevant users.
Features of IronSource:
- Access to detailed reporting tools to increase traffic monetization revenue.
- IronSource ads are rigorously tested and do not interfere with application performance.
- Access to auction rates in real time.
- A/B testing. The system offers 3 powerful testing tools to optimize the process of attracting traffic.
- Simple dashboard.
- Setting up an advertising stream with adaptation for different audience segments.
- Separate bids for each platform/publisher/app within the advertising campaign
- Separate rates for each geo within RK
- Integration with AppsFlyer: CPI and cost
- Creative Tracking
- Import bids / bids / CPI without waiting for a manager
- Disabling / enabling advertising campaigns on your own
- A/B testing of creatives: endcards, video
- Fast tech. support
- Full staking support by the IronSource team
Disadvantages of IronSource:
- Heavily loaded technical support
- No notifications to re-roll or stop an ad campaign
The funnel in IronSource is practically no different from other sources of in-app advertising. Users see in-app ads, click on the ad and go to the landing page and app card inside the marketplace. A large selection of high-conversion formats allows you to interest users in the advertised product and encourage them to switch.
High-quality optimization tools, a wide range of targeting options and highly efficient IronSource algorithms allow you to find interested target traffic and significantly save your advertising budget.
How can a marketer use IronSource?
In order to start using the advertising network, you need to register here.
Fill in all the required fields: full name, password, company name, city and country.
After filling in the fields, an email will be sent to the specified email address. Confirm your email to complete registration.
Step 1. Create an advertising campaign
In the left menu, select the Promote item, and then in the opened window, click Campaign â +New.
Step 2. Filling in basic information
- Specify the name of the advertising campaign
- Add a link to the application
- Choose a payment model
- Determine your minimum auction bid
Step 3. Set up attribution
- Add click link (Click URL)
- Add a link to the impression (Impression URL)
Step 4: Targeting
- Advertising format. Choice of Interstitial or Rewarding video.
- Device type. Mobile phone or tablet.
- OS version. Android or IOS.
- Publication planning. By default, the campaign starts immediately after the settings are completed. If you do not plan to launch an advertising campaign right now, select “Set dates”.
Step 5. Setting the budget
- Allows you to set a single daily budget for all advertising campaigns.
- By countries. Allows you to set the daily budget for each country separately.
 Interesting! The Iron Source functionality allows you to adjust and change the bid within the campaign by choosing certain publishers with higher CR, thus effectively allocating the budget.
Step 6. Setting up country targeting
With IronSource, you can create up to 15 ad groups depending on the GEO.
Step 7. Working with creatives
We can create our own unique creative or choose from those offered by the platform.
To create a creative you need:
- Specify a name for creative groups
- Choose ad format
- Video and carousel
- Video and full screen
- Video and interactive card
- game format
- Select language
Advertising is ready to go!
Â
How is IronSource used at work in WakeApp?
Many of our clients are already connected to IronSource and are successfully getting positive traffic. I would like to note that IOS applications are especially well promoted in IronSource, the site complies with all Apple requirements regarding the preservation of personal data and respect for their confidentiality
The platform allows us to fine-tune the target audience, so our clients receive only relevant and profitable traffic. Extensive targeting settings allow you to comply with all the wishes of advertisers and attract only those users who are potentially interested in the product.
IronSource is one of the most popular ad mediation platforms that allows advertisers to drive high volumes of quality traffic using modern ad formats. Among marketers, IronSource is considered one of the most effective and popular sources of in-app traffic.
IronSource is one of the 30+ sources our media buyers use to promote their WakeApps.
For more than 5 years at WakeApp, we have been using this traffic source for the convenience of our clients, whose goal is to attract a young and, at the same time, solvent audience.
About the rubric: Every month we will issue instructions for promotion: by traffic source and by GEO traffic, talking about the features of promotion in a particular region, sharing prohibitions and life hacks when promoting in a particular source. 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. It is a leader in the development and promotion of gaming and non-gaming mobile applications in e-com, video streaming, food delivery, sport, utilities, finance verticals. Earlier in 2022, WakeApp received The Media Agency of the Year at Sigma Asia Awards, in 2021 the agency placed in 5 categories of the 13th edition of the AppsFlyer Performance Index XIII.
Industry News
Playtech Live Launches Exclusive Bespoke Game with Kaizen Gaming
Playtech announced the launch of a new bespoke game, Pig Champions, developed exclusively for Kaizen Gaming, one of the biggest GameTech companies in the world. This launch marks the first Live Casino bespoke title for the leading sports betting & gaming operator and strengthens the strategic partnership between the two companies.
The game, designed to appeal to all audience types and player types across all markets, is a sporty animated universe in a Money Wheel Game show format, where 3 Pig Champions characters compete with each other to reach the highest multipliers within 3 exciting Bonus rounds. The studio is located in Playtechâs Romanian facility (PTR), offering a unique, immersive, animated experience made with fresh Unreal engine technology, featuring unique gameplay built from the ground up using advanced real-time animation.
Kevin Kilminster, Chief Product Innovation Officer at Playtech Live:Â âWe are delighted to partner with one of the leading sports betting & gaming operators in the world to launch their bespoke Live Game Show, Pig Champions to their extensive player base. After being selected by Kaizen Gaming as the leading developer of bespoke live content, collaborating on Pig Champions has enabled the team to showcase their passion and experience by exploring new innovative ways of bringing live casino games to life that offer a fresh, safe gaming experience for players. Our partnership with Kaizen Gaming continues to evolve and we look forward to our next collaboration in bringing further exciting games to market.â
Christos Mavridis, Head of Live Casino of Kaizen Gaming:Â âOur content offering is some of the most exciting on the market and working with an established partner like Playtech will assist in enhancing our current portfolio even more. Pig Champions stands as evidence of Playtechâs expertise and extensive experience, elevating our live casino offering and emphasising our commitment to creating top-quality innovative game experiences for our players.â
Industry News
Amusnet Ranks Among Italyâs Top Casino Providers
Amusnet Italy is the fourth-best casino provider in the country for June 2024, according to iGaming Tracker. The company has made a significant leap in the rankings, advancing three positions to secure the fourth spot. The achievement is underscored by a 1.1% increase in market share, reflecting a substantial gain in visibility and preference among online casino operators and players. This rise reflects Amusnetâs growing influence and effectiveness in the Italian market, demonstrating the companyâs leading place among the industryâs top providers.
Several notable accomplishments have bolstered Amusnet Italyâs presence in the country. The companyâs commitment to excellence was recognised with the prestigious Gold Award for Casino Content Supplier 2023 from EGR Italy last November. Furthermore, Amusnet has added six new partnerships with operators since January, bringing the total number to over 30, and has maintained a robust portfolio with over 100 certified games. Additionally, Amusnet Italy has released 14 new games since the beginning of the year, with more games planned for release by the end of 2024.
Polina Nedyalkova, Director at Amusnet Italy, said: âWe are incredibly proud of our progress and the milestones we have reached. This ranking highlights our leading position in the industry and our dedication to delivering high-quality, engaging gaming experiences to local players. Our advancement to the top position underscores our growing influence and effectiveness in the Italian market, and we look forward to continuing this momentum and bringing even more top-notch games to our audience.â
Affiliate Industry
Getting Sticky with It: Why Affiliate Traffic Should be About Quality Not Quantity
In a highly competitive âbonus blitzingâ affiliate market, the only real winner is the bonus hunter. These affiliates may be sending traffic through to their partners in volume, but many of their users are just looking to play through a good deal, never to return.
At Slots Temple, we believe the âstack âem high, watch âem flyâ approach to aggressive bonus-driven traffic no longer flies. We wanted to focus on improving the quality of the traffic and that meant doing things differently.
We began life as a site that offered free demo games and slots tournaments, and this helped to build a highly engaged base of players that genuinely loved playing slots. But we wanted to take this to the next level.
When we were awarded a UKGC gambling license in 2022, it meant we could offer cash prizes for our free tournaments. And then the next logical step was real-money tournaments in the UK with juiced-up prize pools, and ultimately real-money slots.
To create better quality traffic, you need to engage with your customers to better understand them and foster loyalty. It helps if you have a unique value proposition to increase the stickiness of your brand and engage audiences more effectively.
Our real money tournaments are a real UVP and are proving wildly popular with our users. The stakes we offer are low. You can play a slots tournament for as little as 1p, and the free-play model remains a large part of what we do â exclusively so outside the UK.
Ultimately, we want to be a safe place for players, which is why offering low stakes games is important. Itâs about fostering a player base that trusts us and feels comfortable playing with us.
Yes, weâre blurring the lines between affiliate and operator, but our players know weâre not just chasing profits at the expense of everything else. Ultimately, our players see us primarily as a destination for fun play and prizes, and itâs important that we maintain that balance. If they thought we were simply out to rinse them, weâd lose their trust, and they wouldnât come back.
Instead, itâs about offering more choice and increasing that stickiness. It also helps us better understand what games our players like to play so that we can offer more personalized recommendations.
And this is how real-money slots tournaments can really increase the quality of traffic. If a player has been playing a certain slot in a real-money tournament, for example, and wants to play at a partner site, we can guarantee that we are referring a player who is already highly engaged with the game and is ready to transition to higher stakes.
Of course, within the framework of real-money tournaments, itâs important to continue diversifying offerings by devising new formats. We have turbo tournaments, risk tournaments — a multitude of formats and price points so everyone can play the way they want to.
Our real-money tournaments are further enhanced by what was always a highly gamified platform. So, we have leaderboards, Xpoints, rewards chests, and challenges.
Continuous challenges, incentives and rewards keep users engaged over the long term. These elements can appeal to usersâ competitive nature and desire for achievement, as they play for bragging rights. This enhances social elements and encourages them to engage frequently with the product
Adding fun and playful elements enhances the user experience beyond the tournaments themselves. Regular rewards and recognition prevent burnout and keep users motivated. And engaged and motivated players are more likely to become passionate about the brand.
Creating a player base that produces true value to your affiliate partners requires a number of the right ingredients, plus a lot of care and attention. But the affiliate landscape is changing, and affiliates need to get creative to get sticky.
Author: Fraser Linkleter, CEO at Slots Temple
-
Eastern Europe5 days ago
7777 gaming is now available on WINBET Romania
-
Gambling in the USA5 days ago
Gaming Americas Weekly Roundup â July 15-21
-
Gaming5 days ago
MainStreaming Announces Appointment of Nicola Micali as Chief Customer Officer
-
eSports5 days ago
INSPIRED LAUNCHES RE-PLAY ESPORTS⢠FEATURING CS:GO IN PARTNERSHIP WITH KAIZEN GAMING
-
Industry News5 days ago
Safer Gambling Tools Use Hits Record High in 2023 â New Report from EGBA
-
Australia5 days ago
Australian eSports Star Joins Team Liquid
-
eSports5 days ago
NODWIN(R) Gaming ropes in Android as title partner for BGMS Season 3; to be powered by Garnier Men
-
Latest News5 days ago
Spinomenal shines again with Super Wild Fruits release