Founded in 2000, Gameloft has grown to become a global games publisher that is home to 17 development studios worldwide and has a rich and unique portfolio of 190 games covering the most popular genres. Among their vast portfolio of games is the famed Asphalt racing series, with Asphalt 8: Airborne becoming one of the top in the portfolio. Today, Asphalt 8: Airborne sees an impressive 600K DAUs worldwide.
In an effort to continue expanding Asphalt 8: Airborne’s rewarded experiences, Gameloft looked to find an alternative to the more traditional rewarded formats. As user experience is key to their product, Gameloft looked to give players a fun way to earn in-app currency. In addition, finding a solution that facilitated growth with limited threats of revenue cannibalization and user churn was critical.
Gameloft found adjoe’s Playtime to be a refreshing way to increase player engagement as it enables users to earn Asphalt 8: Airborne’s currency for the time they spend playing other games. The additional engagement is achieved as Playtime sends Asphalt 8: Airborne users notifications about their increased earnings while they play the advertiser’s game. Through these frequent notifications, players are not only encouraged to return to Asphalt 8: Airborne but they become a series of continuous promotions as users engage with other apps.
After adding Playtime, Gameloft was able to grow Asphalt 8: Airborne’s ad revenue by 20%, while increasing its user activity within the app. The player’s ability to rapidly earn in-app currency by doing something they like gives more users the opportunity to have a premium experience in the game.
Playtime’s propensity to create an improved user experience has resulted in it becoming one of the only formats visible to both paying and non-paying users, demonstrating Gameloft’s confidence in Playtime’s ability to create additional value without the concern of user churn.
In addition to the engagement value created, Playtime packs a punch from a monetary perspective. According to Gameloft, Playtime currently achieves the highest ARPDEU of all their ad formats, achieving an ARPDEU 20% higher than rewarded video and nearly double that of interstitial ads. Thus, resulting in a holistic solution for user experience and monetization.
Due to Playtime’s success in Asphalt 8: Airborne, adjoe and Gameloft are looking to expand their monetization partnerships into additional Gameloft apps in the coming months as Playtime has proven to deliver a unique kind of rewarded experience that benefits the users as well as the publishers. As for Gameloft, they will continue to develop more and more mobile games and is even working to increase their presence on new platforms in an initiative to reach new audiences.