The media company is owned by Bertelsmann, the global conglomerate headquartered in Germany, that reported solid earrings on $19.4 billion (€18 billion) in revenues in 2019. On the cash side of the equation, adjoe benefits from being under the umbrella of Gruner+Jahr (G+J). On the tech side of the equation, adjoe is part of the Applike Group, a mobile app marketing platform provider with a top 10 position in the AppsFlyer Performance Index for the past three years. While the plan may appear ambitious, it's a goal well within reach for a company with deep roots in ad tech, and investors with deep pockets. Thiemann says AppLike Group (which adjoe is part of) has "more than doubled revenues for the past four consecutive years." It's a track record that has also allowed the company to grow its customer base to include major games studios, including JamCity, Playrix, and Zynga.īeyond growing its customer base, adjoe is laying the groundwork to "become one of the top players in ad monetization and user acquisition," Thiemann explains. The mix of high revenues and impressive retention rates-particularly early in the customer lifecycle when staying top of mind with players is crucial to driving longer-term loyalty-has paved the way for the company's success to date. In addition to “high three-digit eCPMs,” the ad unit results in “upwards of 10 additional sessions per user for the publisher in the first week after engaging with Playtime for the first time.” New pathways for mobile app monetization “The longer they play the advertiser’s game, the more currency they earn to spend in the publisher’s game,” he explains. By allowing users to earn virtual currency for their favorite game through playing third-party games, "adjoe is able to generate highly loyal users for advertisers while increasing the engagement for publishers that use Playtime for ad monetization," Jonas Thiemann, adjoe managing director, told me in an interview. Playtime is the brainchild of Hamburg-based adjoe, a company with a new twist on a proven model. And, in the hard times ahead, that's a real game-changer." "Companies that used to compete for the wealth now share it. "Here we have a model that adds engagement value to the original game and the destination game, boosting retention and monetization for both," App Growth Network's Saeidi explains. More importantly, the advertised game from Publisher B stays top of mind with Emma thanks to gentle nudges and contextual notifications that remind her to continue playing and earning rewards. But playing the advertised game (from Publisher B) is a pastime that earns Emma virtual currency to redeem in the game from Publisher A. In this scenario, Publisher A shows Emma an ad for a game from Publisher B. longer users play, the more engaged and valuable they become to publishers and advertisers. Rewarding users for time spent playing the game creates a virtuous cycle for all stakeholders. Instead, she is incentivized to be loyal to both. But she can just as easily be convinced to switch to the game from Publisher B and abandon the game from Publisher A altogether.īut publishers that deploy the Playtime ad unit don’t encourage Emma to pick a favorite. Emma can be encouraged to try out a new game. But showing Emma (and millions like her) an ad for a competitor game can also backfire. Emma interacts with the ad and Publisher A benefits because it has monetized effectively. Imagine a typical rewarded video scenario where Emma, an avid gamer, is shown an ad by Publisher A for a game from Publisher B. The longer users play, the more engaged and valuable they become to publishers and advertisers. It’s a scenario that pays off for all stakeholders.
Creating a virtuous circle for advertisers and publishers It's a "win-win" that fuels a positive growth loop, Avidan says. Avidan is convinced that “integrating the ad inside the game gives a better user experience to the player, and thus leads to better engagement.”Īvidan is particularly bullish about an ad unit called Playtime that rewards players for the time they spend actually playing games, rather than just watching videos. "Our metrics show that some of our most engaged users in our games are the ones coming in from rewarded ads," Mark Avidan, Playtika Media Department Lead, told me in an interview. Data from Playtika, a digital entertainment company that specializes in the development and publication of social games, shows rewarded ads provide better user engagement and increased retention.
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