Idle games, also known as “clicker” or “incremental” games, are nothing new in the mobile world. You’ve probably even tapped, clicked, or flipped your way through one of these casual games, enjoying its simple game mechanics and rewarding experience. The popularity of these games can be a huge benefit to advertisers; idle games are known for their undemanding sessions and simple mechanics, driving long-term retention. So, how can you tap into the advertising potential of idle games to drive quality traffic at scale? First, let’s get to know a little more about idle games.
What makes the idle genre different from others in the casual vertical? With idle games, users are rewarded for leaving the game while it continues to run by itself. Traditionally, these games were primarily about tapping to generate revenue or accomplish another goal, but have evolved to focus on the management of revenue and making decisions around that growth. Because in-game resources and currency continue to grow while you’re away, players often switch between multiple idle games. When players return they are rewarded, no matter how long they were away. These mechanics create player loyalty and drive retention, so what can advertisers do to focus their strategy around idle games?
Test Your Targeting
Don’t assume your idle game has niche appeal. These games have become increasingly popular, and unnecessarily narrowing your targeting parameters will hurt your acquisition costs and scale potential. One way to test your assumptions is to take a geographic area where your game is released, and break the geo out into two ad sets. Build one ad set of people you think your game appeals to most, and then target the rest of your geo in another ad set. This way you’re targeting an entire geo. If your assumptions are correct, you can always narrow in on that ad set, but in many cases you may find that both ad sets perform equally and your game has more mass appeal than you would have guessed.
Promote Your Perks
When players return to their favorite idle game, they’re welcomed back with bonus in-game currency, something more unique to this genre compared to others. So in your ads, promote those perks to draw people in. Use visuals that focus on how rewarding the game can be, whether it’s a sprawling city you’ve built over time, a massive amount of cash you’ve accumulated, or a cool character you’ve invested in over time.
Advertise Inside Other Idles
Target players while they’re playing other idle games. With idle, users check in, play for a bit, and then wait, so these users are more receptive to watching ads to speed up wait time. In general, they’re likely to install another idle game since they’re already fans of the genre. Idle players will juggle a handful of idle games at once, switching back and forth during key wait times, another reason why targeting idle players is smart. AdAction even offers premium idle inventory if you’re interested in driving quality idle traffic at scale.
Idle games are not only rewarding for users, but also for advertisers. Long-term retention from idle players, along with their desire to play multiple idle games at once, offer benefits to advertisers looking to tap into the idle market. If you’re interested in learning more about advertising with idle games and AdAction’s inventory, contact our team of mobile experts today!
About AdAction Interactive
Driving 300+ million installs since May 2013, AdAction is the mobile app industry’s leading performance-based marketing platform with over 320% average year-over-year growth. Our team of experts deliver over 6 million monthly conversions for Fortune 100 companies and elite agencies, including exclusive partnerships with top media sources around the world.