#FASTLANE ROAD TO REVENGE CODES DOWNLOAD#

People are bombarded with these ads anyway, and the reality is when we reiterated on the design, we looked at retention. But the approach we had for Fastlane was based on experience and learning from the past. We had this very black and white vision of ads. 'We thought people would see those ads and start playing and not come back. 'To be honest that's been a journey for us,' he adds. When the growth team first began experimenting with the new model, Boulay says, Space Ape was afraid of advertising competing products in its games, and wouldn't run ads for strategy games in Samurai Siege and Rival Kingdoms for that very reason. Fastlane daily active user base and revenue has been growing consistently since November 2017 and is at its highest yet Balancing this idea of pushing users toward a competitor's game while also ensuring they returned to Fastlane was one of the more difficult challenges to overcome for Space Ape, but also an integral part of its newfound success.

#FASTLANE ROAD TO REVENGE CODES DOWNLOAD#

A user must not only click an ad, but also download the app, a concern only worsened by the reality that ads which commonly appear in Fastlane are for directly competing games.Įncouraging your own users to download and play a competitor's game sounds counterintuitive, but, as Boulay explains, there is a lot about the world of ad revenue that appears to defy logic. Therein lies the inherent problem with ad revenue in mobile games. If you show an ad to a thousand of your viewers but none of them are clicking on it or downloading anything that's being promoted, then it's very likely that the income you're going to get is close to zero.' 'What they are buying is install, a user interacting with the ad. 'The reality in ads is that advertisers are not buying an impression,' says Boulay. Joined by COO Simon Hade, Boulay discussed with how Space Ape was able to turn around the game's fortunes by redesigning its approach to ad revenue. Transformers: Earth Wars for example, Space Ape's highest revenue game, doesn't feature any ads whatsoever, while the developer's other two big games - Samurai Siege and Rival Kingdoms - reach about five per cent ad revenue.Īlthough there is a growing number of free-to-play games that operate entirely on an ad-based model, even the highest performers are still lower than a successful IAP game, says Nicolas Boulay, head of growth at Space Ape. With around 50 per cent of revenue being generated from ads, Fastlane: Road to Revenge is an anomaly in the sphere of free-to-play mobile games.

Nearly a year after it first released, however, Fastlane: Road to Revenge has over 16 million installs, 700,000 DAUs and is Space Ape's most profitable game, pulling in $45,000 a day from ads alone, with combined IAP and ad revenue of around $80,000 a day. Since its initial launch in May 2017, which fell short of developer Space Ape Games' expectations, Fastlane had lost roughly 300,000 DAUs, $35,000 a day in combined revenue, and ran on a skeleton crew of two people. Six months ago, Fastlane: Road to Revenge had 200,000 daily active users and was generating around $40,000 a day from ad revenue and in-app purchases combined.

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