作者：Przemyslaw Szczepaniak

去年底，我写了一篇关于HTML5手机游戏的赢利策略的文章，其中我先描述了最通用的模式，然后介绍了其中对我们的游戏来说最可能赢利的模式。那时候我们采用的最佳实践方案是以固定月认购模式和固定版权费模式基础的。我还提到了免费模式，因为我们其中一款游戏支持免费模式。尽管相比于手机网页，免费模式似乎更适合本地应用商店，但那是因为很难鼓励用户在手机网页上使用信用卡，而用户更乐意在本地应用商店中使用信用卡。过去几年的摸索告诉我们，我们必须寻找和测试其他赢利模式。在2013年初，我们做了一次深入研究，决定尝试手机广告。

期望与现实

为了确保方案可行，我们必须先尽可能多地收集市场信息。之后，我们决定在我们的游戏中加入手机广告。发行商负责促销活动。访问流量大小是决定赢利模式的重要因素。一开始，我们对这个模式持怀疑态度，因为我们把这个模式当作一次实验。我们在同一个网站上用我们的两款游戏做实验，看看结果是否令人满意。从数字上看，结果很可观。之后我们再执行进一步计划，以促进收益增长。

我们如何着手这个模式？

Google Adsense是最常见的广告服务，现在它是我们的主要收入来源。最重要的是，应该认真阅读并记住服务条款。如果你不遵守条款，谷歌就会封锁你的帐号。这个服务提供各种尺寸的手机横幅广告，如果你有足够的访问量，那这个方案就会成为重要的收入来源。我们没有随机放置广告。我们必须找到最佳放置位置并好好计划，以保证不破坏玩家的游戏乐趣。我们选择数个放置位置和尺寸，但根据游戏情况来使用：

加载游戏画面：(300 x 250)

游戏主画面底部：(320 x 50)

主菜单底部：(320 x 50)

游戏画面底部（游戏中）：(234 x 60、320 x 50)

游戏中的特殊活动（如使用加速或画面显示玩家失败时）：(300 x 250)

看以下案例。如果可能，请尝试使用图像广告，因为这种广告更吸引眼球，更可能被玩家点击。

ads example(from gamasutra)

最好不要依赖单一的收入来源，所以我们决定测试另一种广告服务：Leadbot。但现在我们只执行了《Animory》的PhoneGap版本，所以我们还没办法透露太多信息。你可以自己测试这个系统。

基于广告收益的网页手机游戏门户网站

另外，根据我们积累的手机广告经验，我们想到了另一个主意。我们制作了一个小型网页手机游戏门户网站——Play Bushido Games。根据合作者的提议，它可以成为游戏/社交门户网站（带有合作者的LOGO和信息）的一部分。游戏和门户网站可以根据广告活动更换界面（游戏邦注：使用新图像、元素等）。这么做的目的是什么？因为我们注意到，在网页手游戏机的广告收益可以清偿这部分开支。加上我们的方案和来自合作方的访问量，它对双方都有益。我们相信这种独特的模式可以使网页手机游戏利用手机访问量获得收益。

结论和结果

我们对结果很满意，因为几款游戏的收益都相当不错。广告系统成为我们的主要收益来源之一。2013年的日收益很稳定，只要推广和访问量保持在相同的水平，收益似乎也能够维持。我们预计新产品发布时将有新一轮增长；所以根据我们的计划，每月都会有一轮增长。在此，我无法提供任何数据，但我可以说，在数个合作网站上发布的《Animory》，使用这个模式在过去的30天内成功获利1100英镑。

我敢肯定，还有其他手机广告模式，等到我们在游戏环境中测试后，我一定会公布结果。本文的目的是表明，手机广告是HTML5手机游戏市场的另一种可行的赢利方案。我认为，广告不可能是唯一的收益来源，但我们得到的结果证实了它至少是一个稳定的收益来源。（本文为游戏邦/gamerboom.com编译，拒绝任何不保留版权的转载，如需转载请联系：游戏邦）

HTML5 mobile games monetization with advertisements – does it really work for us?

by Przemyslaw Szczepaniak

At the end of previous year, I wrote an article about various ways to monetize HTML5 mobile games. I was describing most popular models, and after that I chose those that may be most profitable for Bushido Games. Best practices we had in that time were based on interesting fixed monthly subscription model and fixed license fees. I’d like to mention freemium too, because one of our games supports it. Although it seems that this system works better with native app stores than web mobile networks. It is caused by a fact that it’s harder to encourage users to use credit cards in web mobile networks than in native app stores. Conclusions of the past year brought us an idea – we needed to find, and test other monetization models. In the beginning of 2013 we made a deep research, and we decided to try out the mobile advertisements.

Expectations & reality.

The only way to make sure it will work, was to get as many data from the market as we possibly could. After that process we decided to start implementing mobile ads into our games. Publishers provided promotion, and a good traffic which is a crucial factor in the means of obtaining revenues. We were a bit skeptical in the beginning, since we treated this model as an experiment. We started with two of our titles in one network to see if the results will be satisfying. Numbers were promising. After that we could plan further steps to make the revenues grow.

How we actually approached this model?

Google Adsense is most common advertisement service, and for now it is our main source of incomes. The most important are service rules which should be really carefully read and remembered. If you will not follow them, Google will block your account. This service offers various sizes of mobile banners, and if you have enough traffic this can be a nice, profitable income source. In our case we didn’t put the ads randomly. We needed to find out what are best placements, and they also needed to planned, so the gamers would still have fun from the game. We chose couple placements and sizes. Using them also depends on type of the game:

a loading game screen – (300 x 250)

a bottom of main game screen – (320 x 50)

a bottom of main menu – (320 x 50)

a bottom of the game screen (while playing) – (234 x 60,  320 x 50)

special actions in game (that includes using a speed up, or a screen when player is informed that he lost the game) – (300 x 250)

Take a look at one of examples below. If it’s possible, try to use graphical advertisements, they are more attractive, and users are more eager to click them.

It is good to diversify your incomes, so we decided to test one more advertising service – Leadbot. But for now it was only implemented PhoneGap version of Animory game, so we can’t tell much about the results now. You may also test this system yourself by entering through our reference link

Web mobile gaming portal based on advertising revenues.

Additionally, we came up with an idea based on our current experiences with mobile advertising. We created is a small, web mobile gaming portal – Play Bushido Games. Depending on partner’s proposal, it can for example become a part of gaming/social portal (branded with partner’s logo and assets). Games and portal can be also rebranded for the advertisement campaigns (with new graphics, additional elements, etc) What is the aim of that? As we noticed, advertising revenues in web mobile games can pay off. With our solution and proper traffic from the partners side, it may bring profits for both sides. We believe that this kind of web mobile gaming can help to monetize the mobile traffic in more unique and fun way.

Conclusions & results.

We are satisfied with the results, and it came out that couple networks with couple games can bring pretty good revenues. Advertising system became one of our main income sources at the moment. The daily incomes are stable since January 2013, and it seems they will keep at this rate as long as the promotion and traffic stays on the same level. We predict a growth but only when we will release a new product, and that may happen every month according to our plans. I cannot provide any statistics here, but I can tell that Animory game which was released at couple networks of our partners, managed to earn 1100€ in the last 30 days in this model.

I’m sure that there are other possibilities (in the means of mobile ads), and I’m sure I will mention them other time, when we will decide to test them in our gaming environment. The idea of this entry was to show that mobile advertisements are a good and working alternative for other revenues models we can find on HTML5 mobile gaming market. I’m aware also that advertisements cannot be the only solution, but results we achieved can confirm that it is another and stable income source.(source:gamasutra)