Makers of #1 Dominoes Game Increase Revenue 45% by Reducing Third-Party Ads
Flyclops Partners with Skillz to Market Competition Instead of Third-Party Products
Flyclops announced today that it has increased revenue in its top game Domino! by over 45% by cross-promoting players into Dominoes Gold, a Skillz-enabled eSports version of its hit game. The company repurposed just 7% of its third-party ads in Domino! to promote competitions in the ad-free Dominoes Gold. The 45% increase in revenue was driven by the repurposed ad inventory, which generated 7x the eCPM of the third-party ads that were replaced.
A $37 billion industry in the U.S. alone, third-party advertising has become the monetization tool of choice for mobile game developers, with two-thirds of developers relying on them for revenue, according to Unity Technologies. Despite the growth in revenue, both developers and end-users would prefer not to have third-party ads in games. A study by analytics firm deltaDNA reported that over half of game developers consider third-party advertisements to be a “necessary evil,” while a study by marketing platform Hubspot found that 70% of end users dislike third party mobile ads.
“The industry points to advertising as the top monetization method, but since integrating Skillz, we’re actually showing fewer third-party ads and making more money,” said Dave Martorana, co-owner of Flyclops. “Skillz allowed us to turn 7% of our third-party ads into 45% more revenue, while bringing ad-free competitions to our users in Dominoes Gold.”
Flyclops is the latest developer to report success with the Skillz mobile eSports platform. Last year, Skillz developers disclosed that they were achieving over 8x the mobile gaming industry’s average revenue per daily active user (ARPDAU) and nearly 2x the average time spent in a game.
Developers interested in implementing the Skillz Tournament Management System can visit www.skillz.com/developers or email email@example.com. Players interested in competing can visit www.skillz.com on their mobile device.
Flyclops is an independent mobile games studio, based in Philadelphia, PA. It creates mobile games that get played every day and stay installed for years, not days or weeks. Flyclops’ hit Domino! is the #1 dominoes game on mobile, having garnered over 10 million downloads since its release in 2012. To learn more, visit www.flyclops.com.
Skillz, the leading mobile eSports platform, connects the world’s 2.6 billion mobile gamers through competition. It is the first eSports business to top the Inc. 500 as the fastest-growing private company in America, and the first eSports company ever named the CNBC Disruptor 50. Over 12 million gamers use Skillz to compete in mobile games across 3,000+ game studios. Skillz awarded more than 46 percent of all eSports prizes and broadcast over 40 million minutes of footage to spectators worldwide in 2016. Founded in 2012, Skillz is headquartered in San Francisco and backed by leading venture capitalists as well as the owners of the New England Patriots, Milwaukee Bucks and New York Mets. To learn more, visit www.skillz.com.