Advertising and promotion within social casino
Introduction
Social casinos not only monetize microtransactions, but also place advertising materials inside the game. Properly tuned in-game ads boost ARPU without worsening UX, and cross-promo strengthens the developer's product portfolio. Below are specific formats, mechanics and recommendations.
1. Advertising formats
1. Banner ads
Located in the menu interface and on the boot screen.
eCPM: $1–$5; look good in free space without distraction from gameplay.
2. Interstitial ads
Full-screen inserts between sections (for example, between slots and leaderboard).
eCPM: $5–$15; Place a maximum of 2-3 screen switches.
3. Rewarded video
Voluntary videos for bonus chips or an additional entrance package.
eCPM: $10–$30; conversion of clicks 30-50%. Do not allow revision more than once per session.
4. Native ads
Integration of advertising creatives for the style of social casinos (promo for other games or real brands).
eCPM: $3–$10; higher involvement due to organic appearance.
5. Playable ads
Short demos of other products (2-5 second "samples" of mini-games).
Interaction cost up to $0.20; effective for cross-promotion.
2. In-game promotions
1. Cross-promotional own products
Pop-up windows with a proposal to go to another social cinema of the same studio.
Reward: Bonus complex in both transition games.
2. Partner Campaigns
Placing offers of partners (games, applications, goods) for chips.
Mechanics: buying a virtual product inside a social casino with a partner's promotional code.
3. Events and specials
Limited-time tournaments with promotional budgets: promotional blocks inside the tournament section.
Bonus packages "only today" - stimulate entrances and ad views.
3. Direct Marketing Tools
1. Push-notices
Announcements of promotions, tours, new slots.
Optimal frequency: 3-5 messages per week; segmentation by activity.
2. Email mailing
Personal offers to new and inactive players.
Promotional codes for chips and free spins; opening rate 20-30%.
3. Messenger boats
Facebook Messenger, Telegram: sending invitations to tournaments and "free spins."
Interactive "participate" buttons without leaving the chat.
4. Performance metrics
eCPM (effective Cost Per Mille): important to estimate revenue per 1,000 impressions.
CTR (Click-Through Rate): optimal 1-3% for banners, 5-10% for rewarded video.
Conversion Rate: Percentage of users who completed an IAP after viewing an ad.
ARPU/ARPPU: Advertising impact on average monthly revenue per user and per paying user.
5. Integration Guidelines
1. Balance
Alternate formats: banners + rewarded video + one interstitial every 3-5 minutes.
2. Segmentation
Only advertise to users with a session of more than 3 minutes or a certain level.
3. Testing
A/B-test the frequency, position and format of advertising; update creatives every 2-4 weeks.
4. UX focus
Do not block gameplay: interstitial only on the loading screen, rewarded video after completing the mission.
6. Impact on user experience
Positive effect of rewarded video and native advertising: the player receives benefits (chips) per view.
The negative effect of frequent interstitial without remuneration: the outflow increases after 1-2 views.
Optimal balance: advertising takes no more than 15% of screen time, the rest is the gameplay itself.
Conclusion
Advertising within social casinos is a combination of formats (banners, interstitial, rewarded video, native, playable ads) and promotions (cross-promo, affiliate campaigns, in-game events), enhanced by push and email marketing. Competent integration taking into account eCPM, CTR and ARPU metrics allows you to increase revenue without worsening UX: combine rewarded advertising with segmented messages and a minimum level of obsession.
Social casinos not only monetize microtransactions, but also place advertising materials inside the game. Properly tuned in-game ads boost ARPU without worsening UX, and cross-promo strengthens the developer's product portfolio. Below are specific formats, mechanics and recommendations.
1. Advertising formats
1. Banner ads
Located in the menu interface and on the boot screen.
eCPM: $1–$5; look good in free space without distraction from gameplay.
2. Interstitial ads
Full-screen inserts between sections (for example, between slots and leaderboard).
eCPM: $5–$15; Place a maximum of 2-3 screen switches.
3. Rewarded video
Voluntary videos for bonus chips or an additional entrance package.
eCPM: $10–$30; conversion of clicks 30-50%. Do not allow revision more than once per session.
4. Native ads
Integration of advertising creatives for the style of social casinos (promo for other games or real brands).
eCPM: $3–$10; higher involvement due to organic appearance.
5. Playable ads
Short demos of other products (2-5 second "samples" of mini-games).
Interaction cost up to $0.20; effective for cross-promotion.
2. In-game promotions
1. Cross-promotional own products
Pop-up windows with a proposal to go to another social cinema of the same studio.
Reward: Bonus complex in both transition games.
2. Partner Campaigns
Placing offers of partners (games, applications, goods) for chips.
Mechanics: buying a virtual product inside a social casino with a partner's promotional code.
3. Events and specials
Limited-time tournaments with promotional budgets: promotional blocks inside the tournament section.
Bonus packages "only today" - stimulate entrances and ad views.
3. Direct Marketing Tools
1. Push-notices
Announcements of promotions, tours, new slots.
Optimal frequency: 3-5 messages per week; segmentation by activity.
2. Email mailing
Personal offers to new and inactive players.
Promotional codes for chips and free spins; opening rate 20-30%.
3. Messenger boats
Facebook Messenger, Telegram: sending invitations to tournaments and "free spins."
Interactive "participate" buttons without leaving the chat.
4. Performance metrics
eCPM (effective Cost Per Mille): important to estimate revenue per 1,000 impressions.
CTR (Click-Through Rate): optimal 1-3% for banners, 5-10% for rewarded video.
Conversion Rate: Percentage of users who completed an IAP after viewing an ad.
ARPU/ARPPU: Advertising impact on average monthly revenue per user and per paying user.
5. Integration Guidelines
1. Balance
Alternate formats: banners + rewarded video + one interstitial every 3-5 minutes.
2. Segmentation
Only advertise to users with a session of more than 3 minutes or a certain level.
3. Testing
A/B-test the frequency, position and format of advertising; update creatives every 2-4 weeks.
4. UX focus
Do not block gameplay: interstitial only on the loading screen, rewarded video after completing the mission.
6. Impact on user experience
Positive effect of rewarded video and native advertising: the player receives benefits (chips) per view.
The negative effect of frequent interstitial without remuneration: the outflow increases after 1-2 views.
Optimal balance: advertising takes no more than 15% of screen time, the rest is the gameplay itself.
Conclusion
Advertising within social casinos is a combination of formats (banners, interstitial, rewarded video, native, playable ads) and promotions (cross-promo, affiliate campaigns, in-game events), enhanced by push and email marketing. Competent integration taking into account eCPM, CTR and ARPU metrics allows you to increase revenue without worsening UX: combine rewarded advertising with segmented messages and a minimum level of obsession.
