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Playable ads drive 20x more installs than banners, finds Liftoff



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Liftoff, the leading growth acceleration platform for the mobile industry, has unveiled its sixth annual Mobile Ad Creative Index. The report analyzes trends across four key app verticals: gaming, e-commerce, finance, and entertainment.

With increased competition, the report highlights the need for advertisers to optimize spending across platforms and ad formats. For e-commerce, the cost per install (CPI) on Android is lower across all ad types, with native ads offering the strongest value at $0.65. On iOS, banner ads deliver the most cost-efficient results with a $1.37 CPI. The data also revealed a substantial variance in video ad pricing between platforms, averaging $1.15 on Android versus over twice that at $2.83 on iOS.

The report is based on findings from over 602 billion impressions across 49.4 million clicks and 144 million installs between January 1, 2023, and January 1, 2024.

Key findings include:

For gaming apps, native ads win on iOS, while playables conquer Android
When analyzing the CPI of ad formats across different platforms, native ads proved to be the most cost-effective on iOS at $3.09. In contrast, playables were identified as the best budget-friendly option on Android at $0.60. The cost of playables on Android was less than half the cost of native ads, at $1.22.

For gaming apps, playable ads are 20x more likely to drive installs than banner ads
When it comes to mobile games, ad conversions can be tricky. However, gaming ads with a video or playable element have a much higher chance of driving an install than banner ads. They are 20 times more likely to do so. That said, native and banner ads still generate the most ROI 7 days post-install, with native ads at 20.26% and banner ads at 18.20%. However, the expectations of the game and the genre it belongs to can greatly affect the ROI outcomes.

For e-commerce apps, Android’s affordability wins with $0.65 native ads
When it comes to e-commerce advertising on mobile, there are some notable differences in performance and pricing between platforms. Overall, Android ads tend to be cheaper. Specifically for native ad formats, the best rate on Android is $0.65. For iOS, banner ads are the most cost-effective at $1.37. Looking at ad performance, video ads are significantly more likely to drive app installs compared to banners—by as much as 1400%. However, after an app is installed, native and banner ads are better at driving that critical first purchase. Install-to-purchase conversion rates for native and banner ads are over 30%, while video and interstitial ads see lower rates around 16%.

For finance apps, interstitial ads see 18x higher conversion rates compared to banner ads
When it comes to finance apps, there are major discrepancies in performance and pricing between platforms. Specifically looking at average install costs, Android hovered just under $1 across ad formats. However, three out of four formats on iOS exceeded $5, with interstitial ads costing over five times more than Android. For conversion rates, banner ads saw the lowest install likelihood for finance apps, while video and interstitial fared over 15 and 18 times higher, respectively.

UGC holds the key to unlocking advertising ROI
Liftoff’s top advertisers are employing user-generated content (UGC) for user acquisition (UA) and retargeting campaigns. UGC ads created by the Liftoff Influence team, which fosters direct relationships with influencers, assists with UGC ad production and scales UGC campaigns, exhibit a 20% lower CPI than other video creatives. Influencer UGC also showed a four times stronger return on advertising spend (ROAS) when tested against brand content, with a 152% increase on average in impression-to-install conversion rates.

Generative AI tools are already transforming ad technology and performance as well, with 91% of organizations expecting their productivity to increase from implementing generative AI, from using AI to source ideas to generating images. “When it comes to creative, the name of the game is efficiency. Leverage Gen AI for faster, more scalable creative ideation and production. On the commercial side, AI automation can help you get sales and operations teams the information they need at unprecedented speeds,” said Aidan Quest, Senior Director of Generative AI at Liftoff.

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Inspired Launches 20p Boost Roulette and Wolf It Up!
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Inspired Entertainment, Inc., a leading B2B provider of gaming content, systems and solutions, is pleased to announce its July line-up of mobile and online games: 20p Boost Roulette™ and Wolf It Up!™.

20p Boost Roulette™ is a thrilling new twist on Inspired’s classic table game, 20p Roulette™. This latest launch enhances the traditional roulette experience with its electrifying Boost Spinbar, offering players an exhilarating way to maximise their winnings from straight bets, spin after spin.

At the start of each game, players are invited to place their bets on the main betting table or on the neighbouring table, setting the stage for the game’s Spinbar to whirl into action. The Spinbar’s dynamic design, features three sections that determine a player’s odds for straight bets. Landing on the 50/1 section triggers the Boost, while hitting the 100/1 section activates the Super Boost, paving the way for potentially substantial wins.

With a return to player (RTP) rate ranging between 95.07% and 97.3%, 20p Boost Roulette is the perfect game for roulette enthusiasts seeking both excitement and rewards.

Wolf It Up!™ featuring Cash Bank™ is a captivating, big bad wolf-themed successor to Inspired’s smash-hit slot, Big Piggy Bank™. With its vibrant, enchanted forest backdrop, the game’s eponymous Wolf takes players on a thrilling ride to fun and fortune.

Landing four or more apples with cash values in the base game triggers the Cash Bank Free Spins Bonus, awarding players with eight complimentary Free Spins. The game’s innovative pseudo-persistence feature ensures that every apple collected in the base game contributes to the apple pile, which can activate the exhilarating Wolf Wheel Bonus Game, at random. Players can spin the Wolf Wheel for a chance to enter the Cash Bank Bonus, win additional Free Spins, or hit one of four Prize Pots—Mini, Minor, Major, or Grand.

Depending on jurisdiction, players can activate Fortune Spins in the base game for an enhanced gameplay experience, where one in five spins will trigger bonuses or collections. Inspired’s Gamble feature is also available, allowing players to risk their base game wins for more cash or to increase their chances of triggering the Bonus.

With two available RTP rates of 92% and 94.5%, Wolf It Up!™ is a medium-volatility game designed to appeal to casual online slots players.

Claire Osborne, Vice President of Interactive at Inspired, said: “Our summer games line up is brimming with superb iGaming content, and 20p Boost Roulette and Wolf It Up! are exciting additions to Inspired’s growing portfolio. Our hit table game, 20p Roulette has been given a boost with new enhanced features, set to take players on a fun journey, where every spin is a chance to boost their winnings. Wolf It Up! is packed with vibrant symbols and great features that offer players an entertaining adventure that’s filled with big potential wins and non-stop excitement for that perfect, fairy-tale ending.

“From table games to slots and more, Inspired’s got Operators covered. Watch this space for more great games launching throughout this year.”

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Zitro, a global leader in the gaming industry, is proud to announce the recertification of its ISO 14064-1 Standard Greenhouse Gas (GHG) Emissions Management System. This prestigious certification, which Zitro has held since 2021, has now been renewed through 2027, affirming the company’s ongoing commitment to environmental sustainability and responsible carbon management.

The ISO 14064-1 standard is an international standard that specifies the principles and requirements for quantifying and reporting greenhouse gas (GHG) emissions and removals. Zitro’s rigorous adherence to these principles demonstrates its dedication to accurately measuring and reducing its carbon footprint.

Zitro has implemented measures to reduce its GHG emissions, optimize resource use, and promote sustainability in its operations to achieve this renewal. Additionally, Zitro is committed to fostering a culture of environmental awareness among its employees and partners. In February 2024, a recertification audit confirmed Zitro’s compliance with regulations and effective management of GHG emissions. The recertification was officially granted on March 1, 2024. This annual maintenance and recertification audit process ensures that Zitro’s environmental management systems effectively meet the emission reduction targets.

“We are very proud to have our ISO 14064-1 certification renewed,” said Johnny Viveiros Ortiz, Founder of Zitro. “This recertification demonstrates our ongoing commitment to effectively managing and reducing greenhouse gas emissions. It reinforces our efforts to minimize our environmental impact and combat climate change while highlighting the transparency and integrity of our environmental practices.”

The certification covers the carbon footprint of Zitro’s products, ensuring that each production phase complies with rigorous environmental standards. By maintaining this certification, Zitro complies with international standards and strengthens its commitment to sustainable development and environmental responsibility.

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Mastercard Becomes Official Partner of Esports World Cup in Riyadh



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The Esports World Cup Foundation (“EWCF”) is proud to announce Mastercard as an Official Partner of this year’s Esports World Cup (“EWC”), the world’s largest gaming festival set to take place this summer in Riyadh, Saudi Arabia. Through curating an exciting, one-of-a-kind gaming journey, Mastercard will help create an accessible and enjoyable experience for all EWC attendees.

The Esports World Cup provides an ideal opportunity to showcase Saudi Arabia’s rapidly growing esports industry, highlighting the nation’s progress in developing its digital economy and infrastructure. As part of its commitment to creating priceless moments for people to enjoy and cherish for years to come, Mastercard will level up the EWC 2024 gaming experience. The technology company will create an even more fun and immersive atmosphere for gamers to revel in, show off their skills, and connect with passionate fans from across the globe.

The company’s sponsorship will enable enhanced experiences for attendees, including seamless digital payments, and the chance to win valuable prizes by competing in a broad selection of rousing challenges. Meanwhile, a dedicated Mastercard booth, located in the Esports Arena, will host on-ground activations and meet-and-greets with Saudi esports stars and gaming personalities.

In addition to holding weekly tournaments that put gamers’ skills to the test, Mastercard will also reward game lovers for their passion and enthusiasm for esports with an array of prizes. The technology company will also challenge visitors to demonstrate their teamwork abilities by taking on a novel, exciting game — called “Gen Blend” — with the aim being to play and win together.

“Mastercard’s sponsorship is a significant milestone for EWC, supporting our goals and harmonizing with Saudi Vision 2030’s focus on diversity, inclusion, and digital innovation,” said Mohammed Al Nimer, Sales Director, Esports World Cup Foundation. “We look forward to welcoming a diverse audience of gamers, tech aficionados, and industry professionals to EWC, casting a bright spotlight on the Kingdom’s digital prowess and cultural vibrancy.”

“At Mastercard, we are committed to connecting people to their passions,” said Maria Medvedeva, Country Manager, Saudi Arabia & Bahrain, Mastercard. “With Saudi Arabia being home to some of the most skilled and dedicated gamers in the world, we are proud to contribute to the development of the Kingdom’s gaming industry in line with Vision 2030 and in tandem with Saudi Esports Federation (SEF). We look forward to further strengthening our long-standing partnership with SEF to fuel the robust gaming ecosystem in the Kingdom. We look forward to welcoming people from all over the world to EWC.”

Since starting on July 3rd, the Esports World Cup has transformed Riyadh into the epicenter of esports fandom and gaming culture. Located in Boulevard City, fans can watch their favorite athletes and clubs compete across 22 game championships for a share of more than $60 million in life-changing prize money — the largest prize pool in esports history. Across eight weeks, the Esports World Cup will also feature festival activities that include numerous gaming activations, community tournaments, pop culture celebrations, international experiences, and more.

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