Published on December, 15 2023
In the world of app monetization, offerwalls have emerged as a game-changer. Initially gaining traction within gaming applications, they have now broken through across a diverse spectrum of app categories, changing the way publishers and developers engage with users. In this text, we will go into the varied role of offerwalls and highlight their shift from traditional advertising models to more interactive and user-centric approaches. It explores how offerwalls like Monlix, by providing personalized and incentivized interactions, have not only altered the landscape of user experience and engagement but also established themselves as a crucial element in the success of mobile apps.
Offerwalls in mobile apps are a dynamic and user-driven advertisement format. They act as mini-stores within the game environment, offering users a variety of tasks such as completing surveys, playing mini-games, or downloading other apps. In return for these engagements, users receive valuable in-game currency or rewards. This format gives users the freedom to choose their level of engagement based on their interests and the time they're willing to invest, making it a non-intrusive and player-friendly approach to app monetization.
Notably, offerwalls are particularly effective in games with a hard currency system. Users often find themselves short of resources like gems or coins, and offerwalls provide a timely and attractive solution to earn these resources without spending real money. This enhances the overall gaming experience by offering users a sense of autonomy and choice, rather than forcing them into engagement, thus maintaining the game's appeal and engagement over time.
The process is straightforward and user-initiated:
Boosting user experience through offerwalls involves a strategic integration that contrasts sharply with traditional ad formats. Offerwalls, by design, do not disrupt the natural flow of the app experience. Users are granted the choice to opt-in, typically to access premium content or features without direct payment. This user-driven approach significantly enhances engagement, especially at crucial junctures like running low on in-game currency, thus maintaining and potentially increasing the time users spend within the app. By offering a choice rather than imposing an advertisement, offerwalls respect the user’s in-app journey, making the experience more satisfying and less intrusive.
Moreover, offerwalls can lead to increased in-app purchases. By providing non-paying users a glimpse of premium content, they create an incentive for users to eventually pay for these features, thereby increasing the likelihood of conversion. Offerwalls also deliver higher effective cost per thousand impressions (eCPM) due to their interactive nature. This interaction often results in increased user retention as they provide alternative ways to access premium content, like additional playing credits in games. This system creates a mutually beneficial scenario where users get free playtime or benefits for viewing ads, and developers monetize non-paying users by shifting the cost to advertisers. The retention rates are notably higher in apps with offerwalls, as they give users compelling reasons to remain engaged with the app, enhancing overall loyalty
Offerwalls serve as a monetization strategy for free-to-use apps by creating an additional revenue stream outside in-app purchases (IAPs). Their integration into apps encourages user engagement and can subtly promote IAPs by increasing the users' investment in the app. The scalability of offerwalls allows for a wide range of offers and campaigns, keeping the content varied and engaging. This model is advantageous not only for its diversity but also for its financial benefits, as revenue generated through offerwalls often bypasses standard platform fees, making them a more profitable option for developers.
The effectiveness of offerwalls extends to their ability to monetize non-paying users. For users who are reluctant or unable to make financial transactions, offerwalls present an appealing alternative, allowing them to 'pay' with their time by engaging in various tasks. This model equates the value of offerwall rewards to that of in-app purchases, ensuring consistent revenue streams from both paying and non-paying users. Additionally, offerwalls have been found to have the highest eCPMs (effective Cost Per Mille) among ad formats, due to their ability to target and engage highly invested users. These users, who are more involved in the game, are more likely to engage with the offerwall, driving higher usage rates and profitability.
Furthermore, offerwalls are particularly effective when they offer 'hard currency', which is considered valuable and rare within the game. This approach ensures that users perceive the rewards as worth their effort, thereby increasing the likelihood of offerwall engagement. Offerwalls are especially successful with long-term retention users, who are deeply invested in the game and see great value in the opportunity to progress further without financial outlay.
To effectively incorporate offerwalls, consider these best practices:
Offerwalls present a dynamic, user-centric advertising strategy in mobile apps, serving as mini-stores within the game environment. They provide users with a variety of tasks, such as completing surveys or playing mini-games, in exchange for in-game currency or rewards. This approach offers users autonomy and choice, making it a non-intrusive and effective method for app monetization. Offerwalls are especially beneficial in games with hard currency systems, enhancing the gaming experience by providing resources without real money expenditure. By integrating offerwalls strategically, developers can improve user experience, increase in-app purchases, and monetize non-paying users effectively. Implementing best practices like customizing offerwall design, segmenting audiences, and diversifying rewards can further enhance their effectiveness, making offerwalls a win-win scenario for both users and developers.
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