// transmission.log

Data Feed

> Intercepted signals from across the network — tech, engineering, and dispatches from the void.

1695 transmissions indexed — page 57 of 85

[ 2022 ]

20 entries
1121|blog.unity.com

The what, why and how of web-to-app acquisition campaigns

Nailing cross-channel marketing for your app is crucial in today’s ecosystem. This isn’t just a speculation, it’s a hard fact: the average mobile marketer uses 5 or fewer media sources, but CPIs tend to be much higher for marketers using 6 or more media sources, according to a report by Singular and ironSource Aura.It’s time to start looking elsewhere for users. Something to consider is returning to old-school, tried-and-true strategies that have taken a backseat as the industry has advanced, such as web acquisition campaigns. There are two clicks in these campaigns - the first click directs users from an ad to a web landing page and the second click directs users from the web page to the app store. While the funnel to get to your app is longer, it’s actually an opportunity. Let’s dive into why and how you should be running web-to-app acquisition campaigns.3 benefits of web-to-app campaignsWeb acquisition campaigns became tried-and-true for a reason and many apps are beginning to take advantage of the strategy to reduce costs, get better visibility, and expand their reach.Reduce costsWhile the cost of app acquisition campaigns is increasing as the space becomes more saturated, web campaigns have been underutilized in recent years. This means many advertisers are finding that the cost of web campaigns are less than app store acquisitions. Much of these higher costs comes from high app store fees - Apple takes a 30% cut from large developers and a 15% cut from smaller developers. The web remains a relatively low-cost, accessible channel.Get better visibilityWith the ability to direct users to your owned mobile site before they click to download your app, you get better visibility into new users and where they came from - the app store is a black box where it’s nearly impossible to match the user who clicked an ad to the user who downloaded your app. On top of that, longer funnels give you more control and insight into each step users take to get to your app - allowing you to better optimize your campaigns. For example, you can try out different web landing pages to find the most effective way to increase users’ understanding of your app before they download it. This increases your likelihood of, first, motivating users to download your app, and second, encouraging them to stick around.Expand your reachInternet users worldwide spent 415.5 minutes a day online in 2021 according to Oberlo. App users spend at most 300 mins a day in apps according to TechCrunch. The internet is still more prevalent than apps because, let’s face it, the web predates the app store. Even more so, users have become especially savvy on the web, visiting the search bar to research a brand, fact check a friend, or dive deeper into a news headline. This means that by running web campaigns, you’re reaching a massive audience - nearly the entire world population.Andre Kempe, Founder and CEO of Admiral Media says, “marketers consider web acquisition important because they’re reaching a different type of audience that may convert to becoming an active app user, even though they were surfing on a news website… When you start advertising for the web, you reach an audience you haven’t reached before. This is definitely a growth opportunity." Listen to the full podcast.Web campaigns are a tried and true strategy, which is what makes them so effective in today’s ecosystem. Realizing that you should be considering this acquisition channel, let’s discuss how web onboarding can help you maximize success.Maximize success with web onboardingTypically, users complete onboarding directly on your app. Web onboarding, however, means letting users register, subscribe, and sometimes pay on the web, before heading to your app. This way, users are fully prepared to start using your app before even clicking download, ensuring they can engage at full capacity as soon as download is complete.When users onboard through the app, they may not immediately decide to engage but at least the app is still on their phones reminding them everyday of its value - they’re likely to open it again at some point in time. When a user onboards on the web and decides your app isn’t valuable, they’ll never end up actually downloading it - it’s gone and forgotten before it even started. That said, with web onboarding, the users who end up downloading your app will do so with high-intent to actively engage. Plus, you don’t have to pay for users that download without ever engaging. Whatever category your app is - fitness, food delivery, dating, reading, learning, etc. - you can use the web touchpoint to drive quality users to your app.Ensure the transition is seamlessFirst, ensure the web experience mimics the app experience enough that users don’t feel jipped when they actually start using your app. The transition from the web to the app should be seamless. If you’re offering users a taste of your app, the web touchpoint should look exactly like your app or, at least, include all of the same features. If the buttons to adjust settings are on the right side of the page during onboarding, they should be on the right side in the app as well. To ensure users stick around, you have to give them what they signed up for.Give users a sneak peakYou should also determine your main selling point and give users a sneak peak. For example, if you’re a reading app that allows users to adjust the settings of the page, you could give users premium access to the first chapter of a book allowing them to adjust font size or brightness. Readers will not want to leave the experience behind, encouraging them to set up their subscription and input their credit card information on the web before heading to the app to continue reading the book. The best part - when they open your app for the first time they’ll be able to jump right into the app experience.Learn more about how to improve your app’s onboarding experienceWeb-to-app campaigns should not be ignored in this competitive landscape - lower costs, more visibility, better optimization, and strong reach. Going even further to onboard users through the web, you’re improving the quality of the users entering your app for the first time.

>access_file_
1122|blog.unity.com

Understanding the impact of rewarded ads on IAP, retention and engagement

Tapjoy studies have shown that mobile gamers prefer rewarded ads to interstitials 4-to-1. It’s a valuable insight for advertisers and developers alike when it comes maximizing ad revenue, but rewarded ads also have the potential to impact other parts of the user experience and your game’s performance overall.To ensure a healthy portfolio, it’s critical that developers understand the additional impact rewarded ads have beyond ad revenue. This includes their effect on metrics like in-app purchase conversion rate, average user spend, 30-day retention, and daily session count. To find out more, we conducted an in-depth analysis of eight different high-DAU apps across iOS and Android for several varying timeframes to find out how users behave when exposed to rewarded ads compared to those who aren’t.Higher IAP conversion ratesWe studied new app users during a one month period and segmented them into two different groups: Those who engaged with at least one rewarded ad and those who never engaged with an ad. We then compared the IAP conversion rates (or percentage of users that made a first time purchase) for each group.On average, users who engage with rewarded ads are 4.5 times more likely to make in-app purchase versus those who do not.7 out of the 8 of apps studied demonstrated higher conversion rates among those who engaged with ads versus those who did not.In the case of two of the apps studies, we found that users who engaged with an ad were over 9 times more likely to make a purchase.Higher average spend per userWe measured the average spend per user in each app for seven days before and seven days after a user’s first rewarded ad engagement.In all 8 apps studied, user spend increased significantly after they engaged with an ad. The average weighted increase in user spend was 326%. Among the apps studied, the boost in average spend per user ranged from just shy of 200% to over 500%.Increased 30-day retentionWe measured the 30-day retention rates of users who engaged with 1-6 rewarded ads during their first week of using an app. Three types of rewarded ad formats were studied (rewarded video, full-screen interstitial, and offerwall placements) and measured against the average 30-day retention benchmark for all apps.Players who complete just one rewarded ad in the first week — whether a video, full-screen interstitial or an offerwall engagement — have a retention rate of at least 50%, compared to the benchmark of 13%.Rewarded video has the most profound effect on retention of any ad type. 30-day retention steadily increases with each video view, ranging from 53% to 68%, which is 3.5-5 times greater than the benchmark.Higher average daily session countWe measured the average number of user sessions per day — both seven days before and seven days after a user’s first rewarded ad engagement — for each high-DAU app.In all cases, users engaged with apps more frequently after completing a rewarded ad.All 8 apps studied demonstrated a lift in the average number of user sessions among those who completed an ad.The average weighted increase in user sessions across all apps was 34%.What does this mean for developers?4 key monetization strategies became abundantly clear following our research:Make rewarded ads easy to find – To increase visibility, consider adding a button to your app’s home screen or storefront, or utilize in-app messaging or push notifications to promote rewarded offers. Tapjoy’s Native-to-Earn, Message-to-Earn, and Push-to-Earn features make it easy for developers to add and manage these additions right from the dashboard.Explore currency sale promotions – Try running limited-time offers in which your players earn more currency than usual for every rewarded ad they complete. These currency sales can drive serious spikes in revenue. With Tapjoy, it’s easy to personalize your currency sale with custom branding and to control the payout ratio.Introduce ads early – Getting users to interact with ads early in their gameplay increases the chance that they will continue to engage with or make a purchase in your app. Rewarded ads introduce players to the mechanics and benefits of your in-app currency, so it’s important to make ads visible and easy to access during the player’s first few sessions.Integrate multiple rewarded formats – Integrating multiple formats — such as rewarded video and offerwall combined — provides developers with the best opportunity to monetize their users and maximize revenue. Diversifying formats not only unlocks higher eCPMs, but it provides players with the freedom to pick and choose the rewarded offer that appeals most to them.

>access_file_
1123|blog.unity.com

What’s next for computer vision: An AI developer weighs in

In this Q&A, get a glimpse into the future of artificial intelligence (AI) and computer vision through the lens of longtime Unity user Gerard Espona, whose robot digital twin project was featured in the Made with Unity: AI series. Working as simulation lead at Luxonis, whose core technology makes it possible to embed human-level perception into robotics, Espona uses his years of experience in the industry to weigh in on the current state and anticipated progression of computer vision.During recent years, computer vision (CV) and AI have become the fastest-growing fields both in market size and industry adoption rate. Spatial CV and edge AI have been used to improve and automate repetitive tasks as well as complex processes.This new reality is thanks to the democratization of CV/AI. Increasingly affordable hardware access, including depth perception capability as well as improvements in machine learning (ML), has enabled the deployment of real solutions on edge CV/AI systems.Spatial CV using edge AI enables depth-based applications to be deployed without the need of a data center service, and also allows the user to preserve privacy by processing images on the device itself.Along with more accessible hardware, software and machine learning workflows are undergoing important improvements. Although they are still very specialized and full of technical challenges, they have become much more accessible, offering tools that allow users to train their own models.Within the standard ML pipeline/workflow, large-scale edge computing and deployment can still pose issues. One of the biggest general challenges is to reduce the costs and timelines currently required to create and/or improve machine learning models on real-world applications. In other words, the challenge is how to manage all these devices to enable a smooth pipeline for continuous improvement.Also, the implicit limitations in terms of compute processing need extra effort on the final model deployed on the device (that is, apps need to be lightweight, performant, etc.). That said, embedded technology evolves really fast, and each iteration is a big leap in processing capabilities.Spatial CV/AI is a field that still requires a lot of specialization and systems. Workflows are often complicated and tedious due to numerous technical challenges, so a lot of time is devoted to smoothing out the workflow instead of focusing on value-added tasks.Creating datasets (collecting and filtering images and videos), annotating the images, preprocessing/augmentation process, training, deploying and closing the feedback loop for continuous improvement is a complex process. Each step of the workflow is technically difficult and usually involves time and financial cost, and more so for systems working in remote areas with limited connectivity.At Luxonis, we help our customers build and deploy solutions to solve and automate complex tasks at scale, so we’re facing all these issues directly. Our mission, “Robotic vision made simple,” provides not only great and affordable depth-capable hardware, but also a solid and smooth ML pipeline with synthetic datasets and simulation.Another important challenge is the work that needs to be done on the interpretability of models and the creation of datasets from an ethical, privacy and bias point of view.Last but not least, global chip supply issues are making it difficult to get the hardware into everybody’s hands.Data-centric AI is potentially useful when a working model is underperforming. Investing a large amount of time to optimize the model often leads to almost zero real improvement. Instead, with data-centric AI the investment is in analysis, cleaning and improving of the dataset.Usually when a model is underperforming, the issue is within the dataset itself, as there is not enough data for the model to outperform. This could be the result of two possible reasons: 1) the model needs a much larger amount of data, which is difficult to collect in the real world, or 2) the model doesn’t have enough examples of rare cases, which take a lot of time to happen in the real world.In both situations, synthetic datasets could help.Thanks to Unity’s computer vision tools, it is very easy to create photorealistic scenes and randomize elements like materials, light conditions and object placement. The tools come with common labels like 2D bounding boxes, 3D bounding boxes, semantic and instance segmentation, and even human body key points. Additionally, these can be easily extended with custom randomizers, labelers and annotations.Almost any task you want to automate or improve using edge CV/AI very likely involves detecting people for obvious safety and security reasons. It’s critical to guarantee user safety around autonomous systems or robots when they’re working, requiring models to be trained on data about humans.That means we need to capture a large amount of images, including information like poses and physical appearance, that are representative of the entire human population. This task raises some concerns about privacy, ethics and bias when starting to capture real human data to train the model.Fortunately, we can use synthetic datasets to mitigate some of these concerns using human 3D models and poses. A very good example is the work done by the Unity team with PeopleSansPeople.PeopleSansPeople is a human-centric synthetic dataset creator using 3D models and standard animations to randomize human body poses. Also, we can use a Unity project template, to which we add our own 3D models and poses to create our own human synthetic dataset.At Luxonis, we’re using this project as the basis for creating our own human synthetic dataset and training models. In general, we use Unity’s computer vision tools to create large and complex datasets with a high level of customization on labelers, annotations and randomizations. This allows our ML team to iterate faster with our customers, without needing to wait for real-world data collection and manual annotation.Since the introduction of transformer architecture, CV tasks are more accessible. Generative models like DALL-E 2 could also be used to create synthetic datasets, and NeRF as a neural approach to generate novel point of views of known objects and scenes. It’s clear all these innovations are catching the attention of audiences.On the other hand, having access to better annotation tools and model zoos and libraries with pre-trained, ready-to-use models are helping drive wide adoption.One key element contributing to the uptick in computer vision use is the fast evolution of vision processing units (VPUs) that currently allow users to perform model inferences on device (without the need for any host) at 4 TOPS of processing power (current Intel Movidius Myriad X). The new generation of VPUs promises a big leap in capabilities, allowing even more complex CV/AI applications to be deployed on edge.Any application related to agriculture and farming always captures my attention. For example, there is now a cow tracking and monitoring CV/AI application using drones.Our thanks to Gerard for sharing his perspective with us – keep up with his latest thoughts on LinkedIn and Twitter. And, learn more about how Unity can help your team generate synthetic data to improve computer vision model training with Unity Computer Vision.

>access_file_
1124|blog.unity.com

The 3 most important KPIs running an on-device acquisition campaign

On-device channels are no longer all about preloads. Today, telcos represent another performance marketing channel with transparent reporting and deeper insights. To get the full picture behind the performance of your on-device campaigns, it’s critical to prioritize long-term KPIs. It’s the only way the stickiness of users acquired through these channels really shine. Why?On-device campaigns reach users when they’re setting up their new devices and looking to download apps they’ll use throughout the device lifetime, not necessarily right away. Think about it - if you download a booking app from an ad during device setup, are you planning to book a vacation immediately or later down the road?This means attribution is a waiting game for on-device campaigns, with day 30 as the turning point. In fact, if a user engages with your app 30 days down the line, they’re more likely to stay active for a long period of time. Simply put, LTV is high for on-device campaigns. This means you want to be looking at KPIs that allow you to measure and optimize the value of the users you attract far down the road.ROASROAS is king when it comes to measuring the long-term value of your users. To get the clearest idea of your ROAS and how to optimize it, there are a few things to keep in mind. First, ROAS should be measured on D30/60/90 not D1/3/7. This is because, with on-device channels, users are likely to open an app within the first 30 days or longer - when a user downloads an app during device setup, they do so expecting to open it in the future, not right away.You should also pay attention to how it’s being measured. ROAS is calculated by dividing the amount of revenue a campaign generates by the amount it costs to run it. In the context of on-device campaigns, that revenue comes from in-app purchases, subscriptions, or ad monetization.When measuring the effectiveness of your on-device campaigns, it’s important to calculate ROAS using your on-device ad revenue rather than average ad revenue, which will be lower. That’s because ad revenue is high for users acquired through on-device campaigns - on-device channels use unique data points and deep algorithms to ensure the right bid for each individual user. To get the clearest picture of where you stand in relation to your ROAS goals, you should integrate ad revenue with your on-device platform.Once calculated, ROAS gives a clear monetary view of your campaigns, so it’s clear how much you spent vs brought in. This monetary value is important because it tells you if your on-device campaigns are reaching valuable users. Looking at ROAS by placements, you get insight into which placements are doing it best. With the knowledge of how to maximize ROAS, you’ll maximize the long term value and engagement of your users, too.Cost KPIsComparing LTV to spend will help you determine whether or not your users are spending enough to cover your spend and ultimately turn a profit. You can even pinpoint areas of your strategy that are effective, and those that may need adjustment.There are a few ways to measure cost effectiveness. Here are the most common two, especially for on-device campaigns.Cost per action (CPA)If it’s quality you’re looking for, first, run a CPA campaign to confirm that you’re looking in the right places for users who will engage with your app. To count as a conversion, users must see the ad, install the app, and complete the action you preset. You’ll only pay for the users who reach a chosen point in the app experience after installation. A CPA that is higher than LTV is a clear indicator that your campaigns are focused on less relevant channels or touchpoints, while a CPA that is lower than your LTV confirms that you are attracting high quality users.In the context of on-device campaigns, this is key because it means you won't pay immediately for a user who may not engage for a month or so. The pricing model also integrates in-app revenue, which is useful for apps that rely more on IAPs than ads.Cost per retained user (CPRU)It’s also worthwhile to keep track of how much you’re paying for the user that’s still there on day 30. CPRU takes into account conversions and retention rate - if your budget is $10k, you have 1000 conversions and a day 1 retention rate of 20%, you come away with 200 converted users at a $50 per user acquisition cost. If you can increase retention, you end up with higher quality users at a lower CPRU.Measuring CPRU, retention becomes a success metric for your UA campaigns and can help you determine whether you have enough engaged users to cover spend.On day 30 and beyond, these KPIs can help you optimize your on-device campaigns to reach the most engaged users with high LTV.

>access_file_
1125|blog.unity.com

How to choose a programmatic video advertising platform: 8 considerations

Whether you’re an advertiser or a publisher, partnering up with the right programmatic video advertising platform is one of the most important business decisions you can make. More than half of U.S. marketing budgets are now devoted to programmatically purchased media, and there’s no indication that trend will reverse any time soon.Everybody wants to find the solution that’s best for their bottom line. However, the specific considerations that should go into choosing the right video programmatic advertising solution differ depending on whether you have supply to sell or are looking for an audience for your advertisements. This article will break down key factors for both mobile advertisers and mobile publishers to keep in mind as they search for a programmatic video advertising platform.Before we get into the specifics on either end, let’s recap the basic concepts.What is a programmatic video advertising platform?A programmatic video advertising platform combines tools, processes, and marketplaces to place video ads from advertising partners in ad placements furnished by publishing partners. The “programmatic” part of the term means that it’s all done procedurally via automated tools, integrating with demand side platforms and supply side platforms to allow advertising placements to be bid upon, selected, and displayed in fractions of a second.If a mobile game has ever offered you extra rewards for watching a video and you found yourself watching an ad for a related game a split second later, you’ve likely been on the user side of an advertising programmatic transaction. Now let’s take a look at what considerations make for the ideal programmatic video advertising platform for the other two main parties involved.4 points to help advertisers choose the best programmatic platformLooking for the best way to leverage your video demand side platform? These are four key points for advertisers to consider when trying to find the right programmatic video advertising platform.A large, engaged audienceOne of the most important things a programmatic video advertising platform can do for advertisers is put their creative content in front of as many people as possible. However, it’s not enough to just pass your content in front of the most eyeballs. It’s equally important for the platform to give you access to engaged audiences who are more likely to convert so you can make the most of your advertising dollar.Full-screen videos to grab attentionYou need every advantage you can get when you’re grappling for the attention of a busy mobile user. Your video demand side platform should prioritize full-screen takeovers when and where they make sense, making sure your content isn’t just playing unnoticed on the far side of the screen.A range of ad options that are easy to testYour video programmatic advertising partner should be able to offer a broad variety of creative and placement options, including interstitial and rewarded ads. It should also enable you to test, iterate, and optimize ads as soon as they’re put into rotation, ensuring your ad spend is meeting your targets and allowing for fast and flexible changes if needed.Simple access to supplyEven the most powerful programmatic video advertising platform is no good if it’s impractical to get running. Look for partners that allows instant access to supply through tried-and-true platforms like Google Display & Video 360, Magnite, and others. On top of that, you should seek out a private exchange to ensure access to premium inventory.4 points for publishers in search of the best programmatic platformYou work hard to make the best apps for your users, and you deserve to partner up with a programmatic video advertising platform that works hard too. Serving video ads that both keep users engaged and your profits rising can be a tricky needle to thread, but the right platform should make your part of the process simple and effective.A large selection of advertisersEncountering the same ads over and over again can get old fast — and diminish engagement. On top of that, a small selection of advertisers means fewer chances for your users to connect with an ad and convert — which means less revenue, too. The ideal programmatic video advertising platform will partner with thousands of advertisers to fill your placements with fresh, engaging content.Rewarded videos and offerwallsInterstitial video ads aren’t likely to disappear any time soon, but players strongly prefer other means of advertisement. In fact, 76% of US mobile gamers say they prefer rewarded videos over interstitial ads. Giving players the choice of when to watch ads, with the inducement of in-game rewards, can be very powerful — and an offerwall is another powerful way to put the ball in your player’s court.Easy supply-side SDK integrationThe time your developers spend integrating a new video programmatic advertising solution into your apps is time they could have spent making those apps more engaging for users. While any backend adjustment will naturally take some time to implement, your new programmatic partner should offer a powerful, industry-standard SDK to make the process fast and non-disruptive.Support for programmatic mediationMediators such as LevelPlay by ironSource automatically prioritize ad demand from multiple third-party networks, optimizing your cash flow and reducing work on your end. Your programmatic video advertising platform should seamlessly integrate with mediators to make the most of each ad placement, every time.Pick a powerful programmatic partnerThankfully, advertisers and publishers alike can choose one solution that checks all the above boxes and more. For advertisers, the ironSource Programmatic Marketplace will connect you with targeted audiences in thousands of apps that gel with your brand. For publishers, ironSource’s marketplace means a massive selection of ads that your users and your bottom line will love.

>access_file_
1127|blog.unity.com

How to optimize your hybrid waterfall with CPM buckets

In-app bidding has automated most waterfall optimization, yet developers still manage multiple hybrid waterfalls, each with dozens of manual instances. Naturally, this can be timely and overwhelming to maintain, keeping you from optimizing to perfection and focusing on other opportunities to boost revenue.Rather than analyzing each individual network and checking if instances are available at each price point, breaking down your waterfall into different CPM ranges allows you to visualize the waterfall and easily identify the gaps.Here are some tips on how to use CPM buckets to better optimize your waterfall’s performance.What are CPM buckets?CPM buckets show you exactly how much revenue and how many impressions you’re getting from each CPM price range, giving you a more granular idea of how different networks are competing in the waterfall. CPM buckets are a feature of real time pivot reports, available on ironSource LevelPlay.Identifying and closing the gapsTypically in a waterfall, you can only see each ad network’s average CPM. But this keeps you from seeing ad network distribution across all price points and understanding exactly where ad networks are bidding. Bottom line - you don’t know where in the waterfall you should add a new instance.By separating CPM into buckets, (for example, seeing all the ad networks generating a CPM of $10-$20) you understand exactly which networks are driving impressions and revenue and which CPMs aren’t being filledNow how do you do it? As a LevelPlay client, simply use ironSource’s real time pivot reports - choose the CPM bucket filter option and sort by “average bid price.” From here, you’ll see how your revenue spreads out among CPM ranges and you’ll start to notice gaps in your bar graph. Every gap in revenue - where revenue is much lower than the neighboring CPM group - indicates an opportunity to optimize your monetization strategy. The buckets can range from small increments like $1 to larger increments like $10, so it’s important to compare CPM buckets of the same incremental value.Pro tip: To best set up your waterfall, create one tab with the general waterfall (filter app, OS, Ad unit, geo/geos from a specific group) and make sure to look at Revenue and eCPM in the “measures” dropdown. In the “show” section, choose CPM buckets and sort by average bid price. From here, you can mark down any gaps.But where do these gaps come from? Gaps in revenue are often due to friction in the waterfall, like not enough instances, instances that aren’t working, or a waterfall setup mistake. But gaps can also be adjusted and fixed.Once you’ve found a gap, you can look at the CPM buckets around it to better understand the context. Let’s say you see a strong instance generating significant revenue in the CPM bucket right below it, in the $70-80 group. This instance from this specific ad network has a lot of potential, so it’s worth trying to push it to a higher CPM bucket.In fact, when you look at higher CPM buckets, you don’t see this ad network anywhere else in the waterfall - what a missed opportunity! Try adding another instance of this network higher up in the waterfall. If you’re profiting well with a $70-80 CPM, imagine how much more revenue you could bring at a $150 CPM.Pro tip: Focusing on higher areas in the waterfall makes a larger financial impact, leading to bigger increases in ARPDAU.Let’s say you decide to add 5 instances of that network to higher CPM buckets. You can use LevelPlay’s quick A/B test to understand if this adjustment boosts your revenue - not just for this gap, but for any and all that you find. Simply compare your existing waterfall against the new waterfall with these 5 higher instances - then implement the one that drives the highest instances.Božo Janković, Head of Ad Monetization at GameBiz Consulting, uses CPM buckets "to understand at which CPMs the bidding networks are filling. From there, I can pinpoint exactly where in the waterfall to add more traditional instances - which creates more competition, especially for the bidding networks, and creates an opportunity for revenue growth."Finding new insightsYou can dig even deeper into your data by filtering by ad source. Before CPM buckets, you were limited to seeing an average eCPM for each bidding network. Maybe you knew that one ad source had an average CPM of $50, but the distribution of impression across the waterfall was a black box. Now, we know exactly which CPMs the bidders are filling. “I find ironSource CPM buckets feature very insightful and and use it daily. It’s an easy way to identify opportunities to optimize the waterfall and earn even more revenue." -Božo Janković, Head of Ad Monetization at GameBiz ConsultingUnderstanding your CPM distribution empowers you to not only identify your revenue sources, but also to promote revenue growth. Armed with the knowledge of which buckets some of their stronger bidding networking are performing in, some publishers actively add instances from traditional networks above those ranges. This creates better competition and also helps drive up the bids from the biddersThere’s no need for deep analysis - once you see the gaps, you can quickly understand who’s performing in the lower and higher buckets, and see exactly what’s missing. This way, you won’t miss out on any lost revenue.Learn more about CPM buckets, available exclusively to ironSource LevelPlay here.

>access_file_
1128|blog.unity.com

New real-time demo, Lion: Unity Art Tools in action and the future of Wētā Digital for RT3D

Lion marks a key milestone for our Unity Art Tools, and illustrates our ongoing work to build tools that empower creators.This collaborative demo showcases what happens when artists and developers work together at the production level to push the boundaries of what’s possible for real-time, high-fidelity visuals.This combined production and technological effort features innovations in real-time technology that shows content created with Wētā Digital, SpeedTree, Ziva, SyncSketch, and the Unity Editor artist tools – now part of an integrated demo in a real-time pipeline, experienced on consumer hardware, running at 30 fps at 4K on PlayStation 5®.The original offline demo assets were created by students from the Monster Emporium Animation School, with lions simulated in real-world measurements using the biomechanical elastic-body solver in Ziva VFX for soft body dynamic simulation.The scene was then updated to enable a highly performant real-time experience. The lion assets were enhanced with machine-learned Ziva RT deformations, executed dynamically using the new Ziva RT Unity player (launching in Preview at SIGGRAPH 2022), which provides the utmost fidelity deformation.For optimal performance at runtime, Ziva RT Unity Player executes SIMD-optimized code in a parallel manner, leveraging Unity’s Burst technology for the dynamic interactive deformations in real-time.The new demo environment also features vegetation from SpeedTree. We started from assets created with SpeedTree Cinema, and optimized them for real-time to add some dusty tufts of grass near the lions and build the iconic shape of an African mopane in the horizon. These exports are Games FBX with individual high-resolution textures that allow the plant assets to match resolution to the finely groomed creatures.To achieve realism, Wētā Digital’s hair and fur groom tool, Wig (pre-alpha), complemented Ziva’s deformation technology by adding another layer of fidelity and artist directability to create the big cat’s mane and fur grooms on both the lion and cub.“Wig is a different way of working – it’s actually the fastest grooming tool that I’ve ever used,” says Sara Hansen, a Unity technical artist on Lion who has previously created production grooms for Wētā FX, DNEG, and other VFX houses.“A high-quality hero groom – which would take me several months in another grooming package – is much faster to create in Wig. It takes just a couple of weeks, and some grooms go from weeks to create in other tools, to only one or few days in Wig, and at far better quality levels and with greater artist controllability… Even when you have to react to detailed art direction feedback notes, like adjusting a specific strand from a reference shot, it’s easy to author in Wig.”The team behind Lion was distributed across multiple countries in North America and Western Europe. Their remote teamwork was made possible by visual collaboration tool SyncSketch, which provides the ability for real-time production reviews and intuitive iteration.Production validation of Wētā Digital’s Wig, Ziva, SpeedTree, SyncSketch, and the Unity Editor through this creative exercise allowed the team to iterate quickly and improve the workflow for end-to-end creatures and characters – creating connections from rigging to deformations to hair and fur attachment systems, rendering to shading, and more, into a coherent system.“We want to ensure that our tools work together and enable creators to have great workflows for authoring characters and creatures end-to-end. So, part of the goal behind creating this demo was to help validate our Unity Art Tools in a production setting, solving real production needs that artists face on a regular basis and making our tools and workflows better and more robust throughout,” says Natalya Tatarchuk, Distinguished Technical Fellow and Chief Architect, VP, Professional Artistry and Graphics Innovation at Unity Technologies.To accomplish realistic and believable creature and scene rendering that runs in real-time on PlayStation 5®, Xbox Series X|S®, and PC, a number of key technology innovations were developed.The project began with Unity’s High Definition Render Pipeline (HDRP). We used Global Illumination (GI), which was achieved by leveraging Adaptive Probe Volumes (APV) to light the arid desert and vegetation surrounding the lions.The team had to tackle the challenge of simulating and rendering several million hairs on high-fidelity grooms. In order to achieve this, a significant set of performance and visual-fidelity improvements were made to HDRP.One set of improvements includes a new GPU-driven clustered hair simulation that enables millions of hair strands to react dynamically in real-time, part of the new Hair System released on Unity’s GitHub. This builds on the hair simulation used for the incredible Digital Human showcase, Enemies, and expands the method to handle several orders of magnitude more hair strands efficiently on GPU.For hair and fur rendering, the graphics developers at Unity designed a set of improvements to a GPU tile-based software rasterization algorithm in HDRP, with significant optimization to render several million unique hair strands. This method achieved smooth visuals with analytic anti-aliasing with compute-sorted order independent transparency for hair strands, and improved advanced physically-based hair lighting models for film-quality hair strand rendering.This approach means that we can now render millions of individual hair strands, all moving independently and uniquely, without artifacts. It accurately preserves the hair highlights and the way that the light shines through soft hair, such as on the cub’s fur or the lion’s mane in the sunlight.These hair simulation and rendering improvements, hardened by this and other productions, will be landing in the 2023.1 Tech Stream.Many of our tools are already available and are used in productions throughout the world, and we can’t wait to share more with creators everywhere.Lion will demo at SIGGRAPH 2022 during this session at the Vancouver Convention Centre:Lion: A glimpse of the future with Unity Art Tools Speakers: James Jacobs (Unity Technologies), Anton Blake (Monster Emporium), Julio Cesar (Monster Emporium), Sara Hansen (Unity Technologies) Wednesday, August 10, 2:15–3:15 pm West Building, Ballroom C/DJoin us to watch the premiere of Unity’s latest demo, Lion. This production features innovations in real-time technology through content created with Ziva, Wētā Digital, SyncSketch, SpeedTree, and the Unity Editor artist tools. Lion showcases plans to help artists create visuals that push boundaries, as well as foundations for richer creator workflows.Intro to Ziva Face Trainer: Auto-rigging real-time 3D faces Speakers: James Jacobs (Unity Technologies), Crawford Doran (Unity Technologies) (available online following SIGGRAPH 2022) Creating organic environments in Unity 2021 LTS Speaker: Xiaoxi Liu (Unity Technologies) (available online following SIGGRAPH 2022) Artist-friendly features in HDRP Speakers: Sean Puller (Unity Technologies), Alix Mitchell (Unity Technologies) (available online following SIGGRAPH 2022) Ziva for feature animation: Simulation and machine learning-ready workflow Speakers: Brian Anderson (Unity Technologies) Wednesday August 10, 9 am–12 pm West Building, Room 116-117 SpeedTree Cinema: From concept art to VFX asset Speaker: Sarah Scruggs (Unity Technologies) Wednesday August 10, 10:30–11:30 am West Building, Room 116-117 Advances in real-time rendering in games: Part III Speakers: Natalya Tatarchuk, Francesco Cifariello Ciardi, Lasse Jon Fuglsang Pedersen, John Parsaie, et al. Thursday, August 11, 2:15–5:15 pm West Building, Ballroom C/D Topics covered will include probe-based lighting, the strand-based hair system, and physical hair shading model. Introduction to Ziva RT: Bringing creature sims into Unity with Monster Emporium and Ziva RT Speakers: James Jacobs (Unity Technologies), Anton Blake (Monster Emporium), Julio Cesar (Monster Emporium) Thursday, August 11, 2:15–5:15 pm West Building, Room 116-117 Visit our site for more information and a complete list of Unity sessions at SIGGRAPH 2022.

>access_file_
1129|blog.unity.com

Blockchain technology is changing the gaming ecosystem, but what value does it add for developers?

The blockchain has arrived - transforming the centralized and locked-in Web2 ecosystem we currently use into the decentralized Metaverse and Web3. For game developers, the benefits of joining this movement towards a trustless and open system include interoperability, true user ownership, and game-asset marketplaces which allow for more community engagement. These Web3 features will enable you to leverage decentralization to unlock new ways to monetize, create, and grow your games. Here are four ways the blockchain and its implementation will add value to your games for you.First, what is blockchain technology:As a refresher on what we’ve talked about before, the blockchain is effectively an online registry with its primary selling points being its security and decentralized nature. The blockchain is exceedingly difficult to manipulate and essentially monopoly-resistant - offering a database that is democratic and open while remaining secure. In addition, this technology is interoperable, meaning that the assets stored within it can be easily moved from one application or platform to another that are on-chain. These assets, which are called non-fungible tokens (NFTs), can’t be identically replicated or replaced, each having its own unique signifier and identity. The registry catalogs and stores who owns which assets using smart contracts, users are then able to view and manage their assets through a blockchain wallet.Value #1: Increase in-app purchases through true user-ownershipThe arrival of the blockchain is changing traditional forms of monetization, most significantly through the transformed relationship between users and their in-app purchases.Though the majority of free-to-play games today include in-app purchases, only 5% of users make them. For many users, investment into a casual game feels wasteful - they fear that their progress and stake is wasted if they lose interest in playing. What’s more, user purchases of Web2 in-game assets aren’t truly owned by the user and are still ultimately the developers’ to do with what they will.Moving on-chain helps to ease this user caution. By their very nature, Web2 in-app purchases are unable to generate value for users outside of the play experience, making all in-app purchases ultimately sunk costs. However, the tradability and true user ownership afforded by blockchain technology allows for a marketplace to exist where users can exchange ownership of their NFTs. As a result, users are able to sell their game-assets to other users to recoup their costs if they no longer want to play a game. This has the benefit of offering a safety net to users on their purchases and so further eases users’ wariness of their purchases being sunk costs.But even without the resale value offered through tradability, true user ownership can alone increase the value of in-app purchases for users. Their purchase of in-game asset NFTs isn’t just tied to their lifetime within the game but is forever after theirs. This increased longevity and true ownership for users is an essentially motivating force. With increased value and motivation towards making in-app purchases comes a significant rise in the percentage of users who will purchase in-game assets.Value #2: New monetization opportunities through royaltiesThanks to true user ownership and tradability, not only does the blockchain motivate more users toward purchasing game assets, but it also provides a whole new form of monetization for developers: royalties.Like we mentioned, because users have full ownership of their NFT assets, they’ll be able to trade and sell those assets to other users. As the developer who created these assets, you’ll be able to charge users royalties on the movement of NFTs across marketplaces.Royalties will also lengthen the LTV of your games and their attached assets. While Web2 in-app purchases are essentially one-and-done sales, Web3 royalty fees are charged per transaction. For every NFT trade or sale there is a royalty attached, creating a new way for you to monetize your users across the lifespan of your titles, making those titles generate more revenue and for longer.Value #3: Increase efficiency and retention with user-generated contentThough user-generated content already exists within Web2, users cannot truly own, build, or trade their created content. Blockchain technology allows them to fully own and customize the assets they create. This has multiple benefits for developers.First is the efficiency it adds to development time, since the in-game assets can functionally be crowd-sourced. One of the most time-consuming elements of game development is ideating and building game-assets. Each asset must be designed, built, and implemented before it can be used to fill the game world. True ownership allows users to fully customize and personalize their assets according to their taste. Through users’ ability to customize and personalize assets within a game, game worlds can be partly or completely filled with the ideas of their users. This user-generated content provides a tremendous boost to game development efficiency for you - users can take on the lion-share of building assets, allowing them to build the world they want, while you can focus on the rest of your game.Second is the way user generated content can be used to aid in user retention. A compelling way to prevent user churn is by fostering connection between your users and your game - users are less likely to leave a game’s world if they feel they have an emotional connection to it. Through customization and personalization tools, users have a hand in creating the game world they occupy. This gives your users a reason to see themselves within your game and be a part of the world they helped create. User ownership only makes this bond stronger. Not only will users see themselves within the game, but they will also own a piece of that game’s world.Value #4: Improve user acquisition through interoperability and opennessThe openness inherent to the technology creates new user acquisition opportunities thanks to interoperability. Interoperable assets allow users and you to move both user-generated and developer-created assets from one on-chain game to another. This allows you to leverage the assets that exist within another blockchain game to generate interest on their own - essentially aiding in user acquisition.The most rudimentary example of this is a one-for-one placement of an asset users already own from another game into your own. If a user owns a particular NFT within their wallet, let’s say a weapon within an RPG, you can have it that users can access and use that same weapon within your game. This allows you to entice users from another game to play yours with the assets they have already acquired, offering a new gameplay experience with the game-assets users already own.However, the process of implementing one-for-one placement isn’t so straightforward. It requires careful integration of movement, visuals, and attributes from one game to another. Thankfully, there are also more transformative methods to leverage these user-owned assets.Without needing to directly integrate the game-asset, you can create in-game benefits for users who hold a specific NFT in their wallets. You can grant access to users who hold certain NFTs to exclusive areas and supply them with unique benefits, both in-game and in real life. These tools offer you a unique way to acquire new users and share your already acquired user-base across multiple titles.Blockchain technology offers developers empowerment and value:The blockchain offers a variety of value to developers that they would not otherwise be able to access. By its decentralized nature, the blockchain offers opportunities for monetization, growth and creativity that don’t exist within the Web2 marketplace - where Web2 is closed and locked-in, the blockchain is open and decentralized.Though the story of Web3 and blockchain integration is only just beginning, its value to developers and users alike is already evident. Implementation of the blockchain within mobile games will allow developers to reach new avenues while bolstering their already existing systems. What’s more, the blockchain allows users to share in the value generated by this implementation and in so doing creates a stronger bond between user and developer - and a better bond means better games and a better market.

>access_file_
1130|blog.unity.com

Unity forms new venture to manage China operations

Unity has built a rapidly growing business serving creators in China through its talented local team, robust support for local gaming technology platforms, and by nurturing a highly engaged local community.Today, we are excited to announce that Unity has entered into an agreement with leading partners to form a new regional joint venture, Unity China. Unity China will unlock new opportunities for us to partner with local companies and increase our R&D investment to better serve the needs of the Chinese creator community.To form this venture, Unity’s China-based Create Solutions and Gaming Services businesses will be transferred into Unity China, in which local partners including Alibaba, China Mobile, G-Bits, miHoYo, OPPO, PCI, and Douyin Group will invest at a post-money valuation for Unity China of $1B. They will support Unity’s growth in a number of ways – increasing the adoption of Unity’s solutions in gaming, helping Unity access new industries, and providing marketing support for the company’s products and services. Unity Ads will not be a part of this venture and will continue to be managed by Unity’s global team.In the short term, Unity China will begin building customized local versions of its core products for game developers, including a China-specific version of Unity’s flagship Unity Editor. Unity China will also become the exclusive local reseller of Unity’s global catalog of products and services, ensuring our customers and creator community in the region continue to have access to all of the Unity tools they already know and love.Unity will retain majority ownership and control of Unity China, which will operate solely within the Greater China region and will be overseen by a board of directors composed of Unity executives and major investors. As such, Unity will continue to consolidate Unity China in its financial results. The venture will be led by Unity’s current General Manager for Greater China, Junbo Zhang, who will assume the role of President and CEO of Unity China, and will begin serving local customers and creators later this month.Editor's Note (September 13, 2022): The Unity China venture is now fully operational. Please direct inquiries to Unity China.

>access_file_
1131|blog.unity.com

‘Screens are the new horsepower’: Leading luxury auto brand innovates with Unity

Unity is partnering with Mercedes-Benz AG to power the infotainment domain of its new operating system, which will roll out across its vehicle portfolio. The first vehicles running MB.OS and Unity hit the road in 2024.Winning the hearts, minds and wallets of today’s drivers requires automotive original equipment manufacturers (OEMs) to not only engage drivers and passengers with larger, more immersive displays, but also redefine how they use and interact with the software in their vehicles. The in-vehicle software experience is paramount to luxury buyers, who demand more visual fidelity and immersive experiences.Software-centered cars require a technology-driven approach. Traditional human-machine interface (HMI) toolchains are not capable of delivering such cutting-edge experiences – but real-time 3D is.This session first aired at NVIDIA GTC 2022. Watch it here: Creating Software for the Most Desirable Cars. Mercedes-Benz AG Chief Software Officer Magnus Ostberg shared a look at the Mercedes-Benz VISION EQXX concept car, whose interior is powered by Unity. Unity's game engine elevates the UI to a new level of digital luxury, with new 3D capabilities and visuals that are like nothing you've ever seen in the car industry. This interior provides a glimpse at what Unity and the automaker will build together in the decade to come.In 2019, Mercedes-Benz Group AG Chief Design Officer Gorden Wagener declared the new battleground in the automotive industry: “Screens are the new horsepower.” This year, the automaker introduced MB.OS – the Mercedes-Benz Operating System – which will perfectly link its vehicles with the cloud and the Internet of Things (IoT), and comprise four central domains: Powertrain, Autonomous Driving, Infotainment, and Body and Comfort Systems.With MB.OS set to debut in 2024, you can get a hint of what’s to come in the Mercedes-Benz VISION EQXX electric vehicle research prototype, which showcases the radically new approach to the UI/UX enabled by Unity.After working closely with Unity to build innovative real-time 3D experiences in its research prototype vehicles, the OEM is now securing its leadership in car software with Unity to power its infotainment system across all Mercedes-Benz AG product lines.Mercedes-Benz AG’s developers will use Unity Industrial Collection to create the UI/UX for the entire digital cockpit, including the instrument cluster and media and passenger displays. Unity was chosen following a rigorous, comprehensive evaluation process against competing real-time 3D and HMI development solutions.Unity delivers stunning graphics and interactivity with speed and performance. Because Unity enables “what you see is what you get” (WYSIWYG) development, Mercedes-Benz’s HMI design group can create visually compelling, highly interactive concepts and designs knowing they will appear and perform as they would in embedded targets.Unity’s leadership in real-time 3D development will help power intuitive and visually engaging experiences - from 3D avatars that serve as “digital butlers” and 3D maps for richer navigation, to augmented reality (AR)-enhanced experiences and AI that adjusts vehicle settings and behaviors to user habits and preferences.Stay tuned for more updates about our groundbreaking work with Mercedes-Benz AG. Keep an eye out for more innovations from Unity that enhance HMI design and development. Learn more about Unity for HMI and contact us to transform your in-car software experience.

>access_file_
1132|blog.unity.com

Unity and Microsoft announce cloud partnership for game developers and beyond

Today we are excited to announce that we’ve partnered with Microsoft Azure to bring our Create Solutions to the cloud and develop our cloud infrastructure to better meet your needs and to enhance your games and other experiences. Microsoft and Unity will also work together to make it easier to build and distribute your games on Windows and Xbox platforms.We see many areas where we can partner with Microsoft Azure to build more cloud capabilities for you across our ecosystem of tools and services. We will use these capabilities to improve workflows, deliver new functionality, provide additional reliability and more global access options, and more.We are dedicated to creating native capabilities that unlock our tools for more people than ever so that you can take advantage of the advanced compute, storage and reliability that the cloud offers. We believe that this cloud enablement will make it easy for creators around the world to collaborate seamlessly. It will also allow experiences that wouldn’t be possible if limited to just the local resources of either a creator’s machine or a user’s platform. There are already many cloud powered tools and services here at Unity. From Unity Game Services, Parsec, DevOps, Wētā Digital, Digital Twins and more. Many of our tools are also heavily used already in cloud workflows – from PIXYZ through Unity Headless Rendering. With this partnership, even more of our tools will move to cloud capable, enabling worldwide teams of all scales.Below are just a few examples where we are excited to partner with Microsoft Azure to improve our tools and services for your use.DevOpsproducts such as Plastic SCMand Cloud Buildcan help facilitate rapid iteration cycles, enabling you to catch issues earlier and deliver higher-quality experiences as a result. We’ve been hard at work on expanding the capabilities of our turnkey DevOps services through the cloud. In addition to a revamped web experience, Cloud Build has had its repository limits increased from 25 GB to 40 GB and raised concurrency limits from six to eight. Plastic SCM has continued to improve the in-editor plugin and recently launched a brand new desktop UI. Through this partnership with Microsoft Azure, we’ll continue to scale these services to create an even more integrated creator ecosystem that can support larger and more complex projects.We are also focused on making sure it's easy to access your content, stream that content, and find content wherever you are. Parsec is already available on Azure VMs and within the Azure Game Development VM, but there is much work still left to do to allow individuals and teams to work together regardless of location. We see a future world where you can access your project files quickly regardless of the PC where you’ve been editing.Beyond games, many of the uses of RT3D in Digital Twinsrequire access to models, point clouds, and other data that wouldn’t fit in even the highest end of local devices. We see a need to make it easy for everyone to create, share, visualize, manage and collaborate against rich digital twins through the cloud.One of the biggest challenges that we must all work to solve as more games and experiences are built around full RT3D is the need for extraordinary content. Bringing our Wētā Digital and other art tools like Ziva to Microsoft Azure, so that we can democratize access to advanced machine learning and procedural creation tools for games, media and movies, and many other use cases is one of our most important cloud initiatives.And, for maximum reach and to enable greater success of your games, we will also be further supporting differentiating features across the Microsoft gaming ecosystem including Xbox console, PC as well as the Microsoft Store.Microsoft is already a strong partner with Unity and together we share a commitment to making game and other creators successful. Keep reading to see what our friends at Microsoft said about the partnership in their blog earlier today.Unity selects Azure as its cloud partner; Companies will work together to enable creators to reach their audiences on Xbox and PCAt Microsoft, we have a profound commitment to empowering creators. Throughout the history of Windows, we’ve nurtured developers and fostered their creative innovations. We do the same on our Xbox-branded platforms, supporting developers large and small in more than 90 countries around the world. And our Azure cloud assures developers that they can unleash their imaginations and trust that their work is secure and scalable. Our commitment to creators is something we share with our longtime partner, Unity, a global leader in real-time 3D technology. We’re also committed to expanding the creation and distribution of 3D content, to bringing relevant tools and technologies to a wider range of developers, and to making it easier than ever to bring games to players.That is why today, Unity has selected Azure as its cloud partner for building and operating real-time 3D (RT3D) experiences from the Unity engine. In addition, we’re excited to work together to make it easier for game creators around the world to publish to Xbox consoles and PC so they can reach their communities.The magic of 3D interactive experiences born in games is quickly moving to non-gaming worlds. Unity is building a platform-agnostic, cloud-native solution that meets the wide-ranging needs of all developers from enterprise through citizen creators. By giving creators easy access to RT3D simulation tools and the ability to create digital twins of real-world places and objects, Unity is offering creators an easy path to production of RT3D assets, whether for games or non-gaming worlds. To support this evolution, creators require a technical infrastructure that is as dynamic and innovative as they are. Azure is that solution. Built for security and global scalability, Azure already supports some of the world’s largest games and is bringing those battle-tested learnings to power RT3D experiences for all industries. As the need for real-time simulation becomes central to every industry ranging from e-commerce to energy, manufacturing to medical, and more, Unity and Microsoft are building the creator cloud that empowers 3D artists to build and run those experiences on Azure.Our ambition to democratize development of games and game like experiences around the world and across industries depends on strong partnerships, particularly with game engines like Unity. The partnership between Microsoft and Unity will also enable Made with Unity game creators to more easily reach their players across Windows and Xbox devices and unlock new success opportunities. By engineering improved developer tools, leveraging the latest platform innovation from silicon to cloud, and simplifying the publishing experience, Unity creators will be able to realize their dreams by bringing their games to more gamers around the world.As 3D interactive experiences continue to evolve in both the gaming and non-gaming worlds, Microsoft and Unity are empowering a wave of new creators to define the digital worlds of tomorrow. It is their talent, creativity, and empathy that will not only transform the world but change it for the better.

>access_file_
1133|blog.unity.com

Changemakers Showcase: Interviewing Felix Bohatsch of Gibbon: Beyond the Trees

Creators around the world are using Unity to bring their imaginations to life and make the world a better place. The Changemakers Showcase is a place for us to share their stories. We spoke with Felix Bohatsch, Game Director of Gibbon: Beyond the Trees to learn more about how he came up with the idea for this Apple Design Award-winning game, and his motivation for raising awareness of gibbon poaching and rainforest destruction.Felix Bohatsch is CEO of Broken Rules. Indie at heart, he co‐founded Broken Rules right after finishing his studies in 2009. He loves to create games that touch people all around the world and linger in the minds of the players, long after the device has been put down. Lately he was game director on Gibbon: Beyond the Trees and Old Man's Journey, which both won an Apple Design Award.What sparked your interest in real-time 3D?Developing games. The great thing about games is that they are so multidisciplinary. Their mix of visual, interaction, narrative and audio design means you work with a very diverse group of people and have to deal with variations of challenges. It never gets boring, and the real beauty is when it all comes together and the game experience is more impactful than the sum of its parts.How did you network, find communities, and make the connections needed to succeed? Did you run into challenges along the way?Our first game And Yet It Moves came out of a student project and was selected for the Student Showcase at IGF 2007. We were invited to show it at GDC 2007 and that introduced us to the amazing community of independent game developers. This community is friendly, helpful and full of interesting people. Ever since, we regularly visit conferences and showcases and meet both old and new fellow indie devs. Hanging out with them is always great!What made you want to change the world?I think that every game teaches players something and through every design decision, we the developers, communicate with our players."I also know that games are really hard to make and take a lot of time and energy to produce. So, I'd rather use this time wisely and focus on topics that I think are worthwhile for the audience of my games to think about."Please tell us more about Gibbon: Beyond the Trees.Gibbon: Beyond the Trees is a hopeful game about the beauty of wilderness and the destructive force of human civilization. It takes the viewpoint of the gibbon and you play this gibbon through a procedurally generated jungle inspired by Southeast Asian jungles. It’s all about exploring this beautiful world with the movesets that the gibbons have.At its core it’s really about ‘how cool would it be to swing through the jungle like a gibbon?’. And because we were so interested and amazed by gibbons and their habitat – the beautiful jungles – we wanted to show people that this habitat is being actively destroyed and that there are less and less gibbons out there in the world. Of course while our game is really about gibbons and how sad it is that their habitat is being destroyed, they’re kind of a placeholder for all of the other wonderful creatures out there that are losing their habitat and are being driven out of this world into extinction."It’s really about putting our players into the shoes of a gibbon and make them feel what it means to lose your habitat and your fellow creatures."How did you come up with the idea for this game?I get inspired by nature, by animals more specifically, and their movement. I’ve always liked gibbons, they were always my favorite animals in the zoo. I started looking at videos and documentaries about gibbons and really fell in love with their agility and elegance. They jump through the trees, they swing, they brachiate (swing from branch to branch using their arms), and they are really fast. So I really thought ‘this would be cool in a game, can we make a game that gives you the feeling of moving through the jungle like a gibbon?’That was the first spark, and when Clemens Scott (Creative Director of Gibbon: Beyond the Trees) and I started to seriously think about creating Gibbon we started researching and soon found out that they’re an endangered species and their habitat is being actively destroyed. So we thought ‘well we really can’t just do this exotic escapism game where you happily fling through these beautiful landscapes and exotic jungles and everything is lush and nice, while we know that out there, in truth, this part of the world is being destroyed’. It soon became clear to us that we have to make this part of the game.“We also liked it as a design challenge, to create a game that is really about flow-based movement system and getting players into this flow, the beauty and elegance of these movement systems.”And on the other hand, tell a story about the destruction of the gibbons habitats, and make players feel how it could feel to lose your habitat and have those work together.What were your biggest challenges along the way?I think what we really struggled with was portraying the world that gibbons live in – and the humans that live in and around their habitat – in a respectful and truthful manner. Until now we have made games that are inspired by settings that we really know very well, or that were close by. Now we wanted to make a game inspired by Southeast Asia, especially by Borneo – a place we’ve never been to. Of course first we wanted to travel there, but our development budget and schedule was quite tight so it would’ve been challenging, and then COVID hit.“We decided to talk to NGOs (non-governmental organizations) – to people who’ve worked on-site, in the field, with gibbons, or with the destruction of the rainforest there and learn as much as we can.”First we contacted them with the vision of our game, and just listened to their stories. We talked to the Gibbon Rehabilitation Project from Thailand, which focuses on rehabilitating gibbons. We learned why they’re being poached, how it works, how slim the chances are for getting them back into the forest, and also how gibbons live in their natural habitat. We talked with Rainforest Rescue, and from them learned a lot about why rainforests are being destroyed – all over the world, but specifically in Borneo – and that nowadays it’s really not so much about logging but mostly about burning forests for farmland, mostly palm oil farms, and mining.And we talked to the Bruno Manser Fonds, a Swiss NGO that focuses on empowering indigenous people and helping them fight for their land rights and they have a focus on the Penan, who are indigenous people in Borneo. So the first people you meet in Gibbon are actually inspired by the Penan and they’re living in harmony with the jungle.After a year or two we got in contact with the NGOs again and showed them our progress because one of our biggest fears was that we, as Westerners, as Europeans or North Americans playing this game, could be thinking ‘these people in Southeast Asia are destroying the forests’ and that’s really not what we wanted to talk about – we really did not want to blame the destruction of the forests on Southeast Asian people. So there’s a few things we tried to circumvent this, one is that we tried to have all agents of destruction in our game to have all skin colors and different clothing styles so they really looked like they could be from all over the world, and to have all these machines, and farms, and refineries to be really big and huge so you feel like this cannot be done by a local company – this is all globalized industry that is destroying the forests and it’s a global interconnected problem not a local one. Without the help of the NGOs we wouldn’t have been able to do that and at the end of the project we even consulted a culturalization expert to make sure we’re portraying the people and culture of Southeast Asia in a respectful way.What are you most excited about for the future?That more people from outside of the traditional gaming bubble will start to create more diverse, deep, experimental and ultimately more interesting games.What is your proudest achievement?Having a 10" vinyl record produced for the soundtrack of Old Man's Journey.What advice do you have for future Social Impact creators?“The power of games is that you can show your players the world, and its problems, from a different viewpoint.”Through the empathy they feel for the characters they play, and the game world they experience, you can make them feel the problem rather than just being told about it.--Gibbon: Beyond the Trees is available now, play the game today to support Felix Bohatsch and his team and their mission to raise awareness of the destruction of the habitat of gibbons. Follow Broken Rules on Twitter to stay up-to-date with their next release.We believe that the world is a better place with more creators in it, and we’re always excited to hear about the inspiring work they’re doing to make the world more sustainable, inclusive, and equitable for all. Want to join them?Keep learning. Whatever your skill level, Unity Learn has countless free courses and tutorials to help you become a Unity expert.Level-up your Social Impact project. Apply for a Unity for Humanity Grant for the chance to receive support from Unity to kick your project into high gear. And, register for the annual Unity for Humanity Summit to learn and engage with creators of all stripes.Hear more inspiring creator stories. Sign up for Unity’s Social Impact newsletter for regular news and updates about our work, plus stories from creative visionaries.

>access_file_
1134|blog.unity.com

7 ways to earn more revenue from merge games with rewarded video

According to Deconstructor of Fun, puzzle games are one of the biggest mobile genres, and continue to grow at a market rate of 15% every year. For developers to stand out in the competitive genre, the solution is clear: invest in merge games.Merge games are currently one of the hottest subgenres in mobile gaming, and for good reason - in 2021, they experienced 19% growth, generating hundreds of millions of dollars. These games follow a consistent pattern - for players to advance, they must combine two objects on a grid together to create a new one.The premise is simple: each time a player taps on what’s called a “producing object,” they receive a “game object.” Combining two game objects of the same level (e.g. a level 2 strawberry) produces a game object of a higher level (e.g. a level 3 cherry). This differs from match-3 games, which require the player to combine three objects to clear them all off the board.Not only do these games tap into the huge puzzle gaming audience, but they also provide unique opportunities to monetize. That’s because, eventually, players will run out of resources and require some kind of assistance, often in the form of user coins or money. For those uninterested in spending, they can get another, optimal choice: simply watching a rewarded video. Since these players are motivated by unlocking new objects, rewarded videos can also help them to do this faster, allowing them to bypass the waiting game.Anna Popereko, Game Design Consultant at ironSource, explores different merge games monetization strategies, and how to increase revenue while still giving users a positive experience. Let’s get started.1. Offer the ideal amount of energyTo keep the game challenging and help make sure players don't advance too quickly, merge games often limit a resource, like energy. Once players run out of energy, they have two choices: wait or pay for more. But rewarded videos offer a third option: watch this short video.The key here is to determine the ideal amount of energy to offer with your rewarded videos - offering a large amount of energy will motivate players to watch the video, but with too much energy, and players might not face enough challenges to stay engaged with the game. Try running an A/B test or to find the sweet spot - players should be excited to engage with the rewarded video, but still motivated to gain the energy from the next rewarded video.In Merge Mayor, for example, the player has been actively creating items, but after enough time, uses up too much energy. The player has just two options to replenish: use a costly game resource or watch a short video and get an even bigger reward. This setup ensures users can understand the benefit of giving their time, not their resources.2. Create a sense of urgencyLet’s say a user is trying to progress in the game, but doesn’t have the right objects available to merge and beat the level. During the game, a bubble shows up containing the exact object they need, and all they need to do is watch a rewarded video to pop it. It’s a no-brainer, but the clock is ticking - they only have a limited amount of time.Bubbles holding a rewarded video are a great way to excite users - as the player is merging items, these bubble-like pop ups show up on the grid containing something valuable inside (e.g. coins, items). Naturally, the gamer is motivated to “pop” it - they can see that the clock is ticking, and the bubble will soon disappear. In the example below, the user needs to build up game items (e.g. eggplant, broccoli) to combine and level up, so the bubble offers the exact high-level item they need - saving significant time.By creating this sense of urgency, rewarded video bubbles can be a top revenue-generator. While they should be used throughout the game, it’s strategic to get users excited from the get-go, placing more bubbles in the early stages of the game. In order to not tamper with the game economy, bubbles should only offer rewarded videos up to a certain item level.3. Speed up waiting timeTo keep players’ progress at a steady pace, merge games not only limit users by energy, but also by time. If a user’s been playing for an extended period of time, they have to wait for a producing item to replenish itself (and generate more objects the player needs). This period keeps the user from playing for quite some time, often 12 or 24 hours.While it’s important that the player doesn’t advance in the game too quickly, this waiting period provides a unique opportunity to monetize with a rewarded video. You can use a rewarded video ad to offer the user exactly what they want: skipping the waiting period to continue playing. The user can also choose to skip a smaller amount of time and receive more resources from the producing item. It’s a win-win - your user experience stays positive because the player is excited to engage with the ad, and your ads get more exposure, boosting your game’s revenue. In Merge Inn, for example, the producing item has run out, and the player can use two things to expedite this process: their game resources or simply, their time.4. Limit placement lengthYou can also promote rewarded videos in your game by offering a rewarded video ad for a limited amount of time. Like bubbles, your ads can pop up to create a sense of urgency. Because these ads appear outside of the game grid, they are not limited to a specific game page - so you get more flexibility with location and user experience. In Merge Cafe, for example, you can see that the rewarded video is connected with the player’s avatar - the ad is more subtle but also stands out thanks to its unique mobility.Try to A/B test the best places to put these rewarded video ad icons - whether it’s the main screen or a board with other promotions. To excite the player even more, you can make the ad icon move (or “fly”) around the game. But in order to motivate the player to make the effort, offer a higher reward in these ads than in a regular static placement.5. Utilize the shopIf a player is exploring the shop, it’s a great time to capture their attention with a rewarded video - after all, they’re already looking to get more items. It’s best to offer a reward that solves their specific needs (e.g. currency, a gacha chest with items, or a specific desired object).This not only offers players different paths to advance in the game, but if users know they can find free rewards in the shop, it promotes traffic to the store. Even if users start coming to the game shop only for free rewards, they’ll be exposed to different paid opportunities and might eventually become paying players. To maximize the opportunity, A/B test different types of rewards to see which leads to the highest rewarded video engagement.6. Refresh the shopMaybe a player wants to progress in the game more quickly, so they check the shop to get a specific item. This turns out to be unhelpful - none of the options in the shop can help the player solve their current needs.Traditionally, they would have to wait a long period of time for these items to automatically shuffle and update. But a rewarded video can offer another opportunity - instead of offering a specific item, these pop-up ads can offer an automatic refresh of the shop items. There is no guarantee of which new items will pop up, so this is a risk for the user - but it’s more ideal than waiting indefinitely for different items to show up in the shop. In Mergedom, for example, users can see exactly what a shop refresh is worth in coins - making the option to watch a video even more appealing.7. Explore using gachaFinally, you can utilize gacha (a prize vending machine that offers players a random in-game item) to excite users and maximize profit. Gatcha is most often used as a daily bonus activity, but you can place them at any point in the game to motivate users. The premise is simple - by watching a rewarded video, a user can complete a gacha activity (opening a chest, spinning a wheel of options, etc.) and await their free reward.In fact, once the user’s reward is randomly selected, you can capitalize on their engagement by offering them one more offer - watch one more rewarded video, and double this reward on the spot.Thanks to these unique monetization opportunities, merge games continue to grow - both in popularity and profit. Since every new object creates an opportunity for players to progress, rewarded videos are an ideal match. By knowing exactly how to capitalize on these players’ excitement, you can bring your game (and your revenue) to new heights.

>access_file_
1135|blog.unity.com

Diversity, interactivity, accessibility: How three studios approach impactful game design

Soft Not Weak, Kitfox Games, and Tribe Games share how they create meaningful experiences that resonate with players.People want to see themselves reflected in the games they play. But how do you design games that truly make an impact? A panel on impactful game design at GDC explored this issue. Hosted by Josh Boykin from Intelligame with Unity’s Kal O’Brien, this talk invited insights from Tanya X. Short of Kitfox Games, Réjon Taylor Foster and Alex Abou Karam of Soft Not Weak, and Charles McGregor from Tribe Games.During the stream, these Unity creators discussed games that made them feel seen, shared what meaningful gameplay and storytelling looks like to them, and provided inspiration for future indie innovators.Soft Not Weak’s Spirit Swap: Lofi Beats to Match-3 To is an upcoming match-3 puzzler inspired by retro games like Tetris Attack and Panel de Pon. The game’s being hailed for its inclusive character designs, queer aesthetic, and unbridled positivity. It’s the result of Soft Not Weak setting out to create a game that truly represents who they are as individuals and as a studio.“Since this was our debut game, I really wanted to do something that I had never seen,” says cofounder and creative director Alex Abou Karam. Spirit Swap’s setting is partially inspired by Lebanon’s architecture and climate, but Abou Karam wanted the game to represent the studio as a whole.“I’m from Lebanon, and I really wanted to put that into the game in the most unassuming way,” they continue. “But because the game is a collaborative effort, it wouldn’t make sense to just make it my vision.”To ensure everyone’s perspective shines through in the final game, Abou Karam asked each team member to design a character. Spirit Swap’s diverse cast of queer witches celebrates a range of body types and backgrounds, and quickly gained a loyal fan base – the game surpassed its initial Kickstarter goal in just 35 hours. “Spirit Swap is very indicative of what everyone on our team looks and feels like, wrapped up in one beautiful and very happy package,” says Abou Karam.Spirit Swap stands out against other queer narratives because it’s focused purely on the positive. “Video games are such a nice escapist medium. A lot of people assume they need to be impactful in this deep, visceral way,” continues Abou Karam. “That’s true, but I also think escapism can be deep and visceral when you see yourself reflected.”As a lo-fi, match-3 game, Spirit Swap appeals to nostalgia – another major draw for players. By incorporating the unique experiences of the team, Soft Not Weak creates a rich, memorable gameworld that already feels authentic in its representation. “We wanted to make a game that feels like home,” says Réjon Taylor-Foster, co-owner and lead UI/UX at Soft Not Weak. “What’s more nostalgic than the people that you grew up with, the people that you love? That’s the most important part for us.”Josh Boykin comments that Spirit Swap: Lofi Beats to Match-3 To succeeds in creating its nostalgic vibe because it doesn’t try to cater to a mass audience. “You told a specific story, you tied into a specific feeling – that’s what made it resonate,” he says. “That pastiche of experiences that you’re all able to bring as team members to the game, that blended flavor, comes out really strongly.”Kitfox Games’ Boyfriend Dungeon gained recognition – including a Games for Impact nomination at the 2021 Game Awards – for its novel blend of dungeon crawling and dating sim mechanics. Players befriend and form relationships with weapons that assume a variety of attractive human forms; as the protagonist grows closer with each weapon, their power increases.Like Spirit Swap, Boyfriend Dungeon is inspired by retro games – game designer and writer Tanya X. Short cites Konami’s Azure Dreams as a major influence – but it features unique approaches to gameplay and storytelling designed to be more engaging for and inclusive of today’s players.“I was always interested in dating sims, but I had trouble getting into them when they were just visual novels,” says Short. “I loved Azure Dreams on PS1 because I could do a little bit of dating and a little bit of something else – fighting monsters, crafting, or something like that.”As enjoyable as her time with Azure Dreams was, Short still felt like there was something missing from the experience. “Even though I had a silent protagonist who didn’t talk, I was still being alienated as myself because I was only allowed to date a certain kind of person,” she explains. With Boyfriend Dungeon, she and the team at Kitfox Games set out to create an experience where players can date any character – and however many of them – they choose.Like Soft Not Weak, Kitfox Games is a diverse studio, and they wanted their game to reflect that. Each team member gave input on things like character design and storytelling, and the studio hired diversity consultants for groups that weren’t represented. “We started asking, ‘How can we make people feel more welcome, more included?’ and not make something that tells someone it’s not for them, that it’s for somebody else,” says Short.The result is a thematically complex game that engages many different relationship topics, from consent to polyamory. The audience response has been positive overall, although some genre purists have claimed that the game “isn’t a true dating sim” because the end goal isn’t finding one singular person to fall in love with.“We’ve seen two kinds of positive responses,” says Short. “One is people saying that they’re able to be themselves in a dating sim, which they’ve never been able to do before. They can be romantic but asexual, they can be polyamorous, or whatever it is that games traditionally lock away.”The game has also provided some players with a space for self-reflection and experimentation. “The other response we’ve gotten that’s been really positive is that they’ve been able to explore more types of love than they normally would,” continues Short. “Even if they’re straight, they’re able to try out something different. That’s been really rewarding for some folks, and I’m glad that we can enable that.”HyperDot made waves when it was released in 2020. This “dodge everything” game is frequently touted as one of the most accessible ever made, and it received a perfect 10 for mobility accessibility from Can I Play That? However, contrary to popular belief, HyperDot wasn’t designed with accessibility in mind from the beginning.“When I was making HyperDot, I had two design principles: minimalism and flexibility,” says Tribe Games’ Charles McGregor. “I wanted players to only have to deal with one thing, movement, and nothing else. No additional buttons.”McGregor wanted to design something simple enough that players could know exactly what was going on from a single screenshot, and which could be played with any type of controller. HyperDot’s accessibility was built in from the beginning, but it wasn’t until McGregor watched a player with reduced vision try to engage with it that he decided to go all-in. “Seeing them physically struggle to play it at all, it was just crushing to me,” he says. “HyperDot is a hard game, but I didn’t want there to be a barrier stopping anyone from being able to play it.”To make the game more accessible for players with reduced vision, McGregor added a high-contrast mode and heavily emphasized the indicators surrounding the levels to make them more apparent and bold.Ordering the levels turned out to be another big opportunity. When McGregor started doing accessibility research with a community of disabled streamers, one low-vision player commented that they couldn’t progress past a certain point. One of the game modes plunges the game into darkness, with the dot the player controls serving as the only light. This section, which happened at a fixed point in the game’s progression, was simply impossible for legally blind players to get past.To address this, McGregor made progression less rigid, allowing players to engage with different game modes in whatever order they wish. “This change ended up giving everyone more flexibility in how they played the game.”By engaging with and consulting different communities, McGregor was able to make HyperDot an exemplar of accessible game design and reach more players as a result. “It’s definitely gratifying to see people being able to play who typically can’t play this style of game,” he says. “Go and talk to the people who really care about these things. Reach out to your community, find out best practices, learn what people don’t like, and ask for other perspectives.”Watch the full Creator Spotlight below for more insights on how to maximize impact through thoughtful game design. You’ll learn what game design can learn from reality TV, why your game should pass “the Single Mom Test,” and how putting yourself into your projects can be one of the most impactful decisions you can make.Visit our indie innovation hub for more stories featuring Unity creators who are making waves in the game industry.

>access_file_
1136|blog.unity.com

An inside look at the Japanese mobile economy

Japan emerged from COVID-19 as the third largest economy in the world according to Business Insider, and The International Monetary Fund expects Japan’s economic growth to accelerate faster this year than at any other time in the last 12 years. The growing economy in Japan is also promoting a prosperous mobile industry.Smartphone usage in Japan is booming, with an estimated 85% of the population using a mobile device in 2022 - and this number is only growing, according to Statista. Based on data from the study, the number of smartphone users is projected to reach over 94% of the population, or 115.5 million users, by 2027. With much of the country currently relying on mobile devices and millions more to come, let’s dive into the current state of mobile Japan so you can tap into this valuable user base.The Japanese mobile ecosystem in numbersIn 2021, the telecommunications market size was valued at $119.8 billion (Global News Wire) Mobile game and app revenue reached $18.6 billion in 2021, the second highest in the world and up 18% from the previous year (Sensor Tower) The market size of mobile games is estimated at more than one trillion yen, or over 7.2 billion USD, and is projected to continue growing (Statista) Japan led in per capita spending in mobile apps and games on the App Store and Google Play Store in 2021, averaging $149 per user (Business of Apps) There are over 35,663 apps on the Google Play store from Japanese publishers (42 matters) Almost 97% of households own at least one mobile phone (Statista) Annual app downloads reached over 2.5 billion in 2021 (Business of Apps) Mobile device usage time in Japan tripled in the last decade, coming close to 106 minutes a day, per person (Statista) The number of Japanese mobile phone subscriptions surpassed the number of citizens in the country in 2020 (Statista) Unique characteristics for a Japanese audienceAround 80% of the top grossing apps in Japan come from Japanese publishers according to 42matters, with the rest coming from foreign developers. To ensure cultural relevance, developers from outside of Japan often localize their apps. In fact, a study by AdColony reveals that localized content boosts install rates by 44%. To cater to the needs of Japanese users, there are a couple of characteristics to consider - the dominance of in-app purchases and the importance of Japanese-style creatives.In-app purchases are the dominant monetization modelUsers in Japan contribute more to the app economy through in-app purchases than users from any other country in the world. According to data from Sensor Tower, Japanese users spent an average of $214 per person on in-app purchases and in-app subscriptions from 2017 to 2021. This trend in consumer behavior presents an opportunity for IAP developers to optimize ROAS and scale in Japan.Detailed visuals can grab users’ attentionPopular apps in Japan feature distinctly detailed and lifelike creatives. To engage a Japanese audience, Canva recommends designs that include brush strokes, floral patterns, and circle-shaped icons, all of which are tied to different symbols and emotions in Japanese culture. Kawaii, or “cute culture” is also highly popular and adds personality to the app’s visuals. Finally, while clean and sleek is king in western cultures, this isn’t the case in Japan. Collages and information-dense pages are popular and give designers the opportunity to pack visuals and text into small spaces. Visual appeal has always been important, but given the competitiveness of the market and quantity of ads available today, there has never been a better time to ramp up the quality of your app’s creatives.Popular app genresGamingGaming apps are the most profitable app category in Japan, earning almost $13.4 billion in revenue in 2021 according to Statista. According to Newzoo, role-playing games were the #1 most played on mobile devices in Japan in 2021, followed by puzzle games. In a study done by Meta in 2020, 48% of gamers in Japan reported that puzzle games helped them relieve stress, and 68% of them stated they would go back to playing a puzzle game even if they hadn’t opened it in the last month. This kind of stickiness shows promise for game advertisers looking to acquire Japanese users that will be valuable in the long-term.MangaA survey conducted by Statista highlighted manga, or comics, as another prominent app category. Statista found that in 2020 alone, manga apps collected over $195 million in revenue. The most popular apps for reading manga receive millions of downloads per year and reach two thirds of smartphone users between the ages of 15 and 19. Among high-school age females, the reach is up to 83%. For advertisers looking to get in front of a younger audience, manga offers a significant opportunity to do so.EducationIn 2020, educational apps surged in popularity - time in educational apps increased by 85% according to Hatago Consulting. According to PR Newswire, the e-learning market in Japan generated $1 billion USD in revenue in 2021. Even as schools return to in-person learning, educational apps remain a fixture in classrooms. For example, Kyodo News reported that teachers are increasingly utilizing AI-assisted learning apps for subjects such as English and computer science.Mobile phone carriersNTT Docomo, KDDI Corporation, and SoftBank Corp. are the three largest mobile carriers in Japan. Global News Wire stated that NTT Docomo has 42.5% of mobile phone subscriptions in Japan, which translates to almost 83 million subscribers and 15.2 trillion yen in revenue in 2021. Since the beginning of 2022, NTT has been modernizing and upgrading its 5G network by using independent hardware and software combinations.KDDI is the second largest carrier with 62.11 million subscribers, focused on improving network connectivity on remote islands and in the mountainous areas in Japan, according to Global News Wire. Throughout 2022, users in more remote areas will begin receiving broadband services and high speed internet. This rollout could help KDDI tap into a previously unreachable user base.SoftBank Corp is the third largest carrier, serving around 45.6 million subscribers according to Global News Wire. Since collaborating with Nokia to roll out a shared radio access network in late 2021, they’ve been able to scale their 5G business efficiently.Presence of ad agency culture in JapanSpending on digital advertising in Japan has been increasing steadily since 2017 and is projected to reach $23 billion in 2022, according to Statista. Partnering with agencies that work with tier 1 channels like Google, Facebook, ironSource, and ironSource Aura gives advertisers the best shot at reaching the most users across multiple channels.Industry trendsBudget-friendly plansLow cost plans and SIM carriers have an increasingly large presence in Japan. With lower cost plans, users have flexibility to choose the services and data access they want, often with fewer contracts and fees. These features make them a useful middle ground for welcoming new users into the mobile economy. Low cost plans are offered by KDDI and NTT Docomo, as well as independent brands such as All and eMobile, which rely on the networks of larger carriers.Video adsNow that TikTok has transformed the way people use social media, video ads are becoming more popular as a digital advertising strategy around the globe. In Japan, video ads generated almost $900 million in revenue in 2021, and are expected to generate even more in 2022 according to Statista. While video ads may not be feasible for smaller companies, creating content that can blend seamlessly into TikTok and other short video platforms like Instagram Reels can be an effective way to reach new users.The Japanese mobile ecosystem is as vibrant as ever. It’s critical to stay in touch with the current developments, trends, and needs of consumers so that you can grab users’ attention and stay competitive in the dynamic environment.

>access_file_
1137|blog.unity.com

What is programmatic video advertising?

Digital advertising has exploded in recent years. In fact, a 2021 report projected that total digital display ad spending in the US would reach $96.6 billion this year. While digital mediums host just about every kind of advertising imaginable, programmatic video advertising has quickly emerged as one of the most common and powerful forms. The same report forecasts that programmatic digital display ad spending would account for 88.2% of total digital display ad spending in the US, continuing a pattern of consistent growth.Just what is programmatic video advertising, exactly? How does it work, and what are some ways you can put it to work for your business? Let’s start with the basics.In this post, we’ll cover the following:What is programmatic video advertising?How does programmatic video advertising work and what are its benefits?What are some practical uses of programmatic video advertising?App advertisingConnected TV advertisingSocial media advertisingMake programmatic video advertising work for youWhat is programmatic video advertising?Programmatic video advertising is a method of media buying that uses real-time bidding to ensure advertisers reach relevant audiences for the best possible price. That’s where the “programmatic” part of programmatic video advertising comes in, but we’ll explain more about the specifics in a little bit. Suffice it to say for now that programmatic ads account for roughly 54% of US brand and agency budgets.This new way of buying video ad inventory stands in contrast to direct media buying. As the name implies, direct media buying requires advertisers to make direct deals with publishers and platforms on which the advertisement will run. Advertisers who use direct media buying will likely consider the overall reach and demographics of the channel when selecting a partner. Certain channels also offer persona-based targeting, but that’s the extent of an advertiser’s control over their audience.Both methods have their own advantages for advertisers. The programmatic method is particularly powerful for identifying target audiences across multiple supply sources, then allowing for efficient bidding between suppliers.How does programmatic video advertising work and what are its benefits?Let’s start with a hypothetical example. Say you’re playing the hottest new idle game, and you’ve just emerged victorious from a battle. You unlock your completion rewards, and the game offers you even more if you watch a quick video advertisement. As soon as you tap that button, the app registers your request for an in-app ad, and multiple ad networks then bid for that ad impression, taking into account factors such as its placement and what the app’s publisher knows about the user.A third-party mediation solution like LevelPlay by ironSource acts as a go-between for the demand-side platforms and supply-side platforms, increasing the pool of available ads and impartially choosing the highest bidder. Then another third-party attribution platform (also called a mobile measurement partner or MMP) monitors for verified results, such as a completed viewing of the video or attributed install of another app, and ensures the network which ran the ad gets credit.Here are some of the benefits of buying video ads to viewers in this way over traditional alternatives.Real-time bidding allows this entire process to play out within the space of a second, rather than the timeline of weeks or months for more traditional advertising deals.Third-party mediators allow market forces, rather than pre-existing arrangements and relationships, to be the deciding factor in placements.Those same tools allow advertisers to target consumers based on audience data, making it more likely to be effective.Key results of ad campaigns, such as video completion and conversion rates, can be monitored in real time.Adding new supply sources is as easy as checking a box in your DSP’s dashboard.Programmatic video advertising is flexible and easy to implement via solutions such as the ironSource Exchange.That’s a broad sampling of the overall benefits of programmatic video advertising. Based on how and where they’re specifically implemented, you could see even more.Where do programmatic video ads appear?As we mentioned in the bulleted list above, programmatic video advertising is inherently flexible. It can provide a consistently valuable experience for users and advertisers alike even as it shifts to meet the needs of different audiences and use cases. Here are just a few ways video ads can be integrated into different mediums.In-app advertisingAs we mentioned above, mobile apps, especially mobile games, are an ideal home for programmatic video advertising. Building in a mix of rewarded video ads, which let users opt to watch ads in exchange for a bonus, and video interstitials, which always play at set times, promotes steady revenue without overwhelming players.Connected TV advertisingConnected TV ad spending is slated to account for 7.6% of total media ad spending by 2024 according to eMarketer, and it’s closing the gap with the massive industry of linear TV advertising. Ads served via connected TV experiences such as Roku, YouTube, and Hulu go to more viewers who are actually watching, simply by the nature of the medium. They can even build in engaging interactive elements.Social media advertisingFacebook, Instagram, Twitter, TikTok, and more social networks build in means to serve video ads to their audiences, using common methods such as pre-roll ads served before videos or interstitial experiences. Their vast stores of user information make them particularly effective for targeting ads.Make programmatic video advertising work for youServing just the right ads to just the right users through an impartial bidding process that takes a fraction of a second to complete is technologically challenging - but that doesn’t mean it’s difficult to get started. The ironSource Exchange, for example, helps you reach your ideal mobile user and makes sure you only pay for results that matter.Learn more about the ironSource Exchange.

>access_file_
1138|blog.unity.com

Understanding Unity’s serialization language, YAML

Did you know that you can edit any kind of asset without the hassle of dealing with serialization languages like XML or JSON in the Unity Editor? While this works most of the time, however, there are some instances where you must modify your files directly. Think of merge conflicts or files being corrupted as examples.That’s why, in this blog post, we will further unpack Unity’s serialization system, and share use cases of what can be achieved by modifying Asset files directly.As always, please back up your files, and ideally, use version control to prevent data loss. Manually modifying Asset files is a risky operation and is not supported by Unity. Asset files are not designed to be manually modified and won’t output helpful error messages to explain what happened if and when errors occur, making it difficult to fix bugs. By better understanding how Unity works and preparing to resolve merge conflicts, you can compensate for situations where the Asset Database API is not enough.YAML, also known as “YAML Ain’t Markup Language,” is part of the family of human-readable data serialization languages like XML and JSON. But because it’s lightweight and relatively straightforward compared to other common languages, it’s considered easier to read.Unity uses a high performance serialization library that implements a subset of the YAML specification. For instance, blank lines, comments, and some other syntax supported in YAML are not supported in Unity files. In certain edge cases, the Unity format diverges from the YAML specification.Let’s explore this by looking at a snippet of YAML code in a Cube Prefab. First, create a default cube in Unity, convert it to a Prefab, and open the Prefab file in any text editor. As you can see in Figure 1, the first two lines are headers that won’t be repeated later on. The first one defines which YAML version you’re using, whereas the second creates a macro called “!u!” for the URI prefix “tag:unity3d.com,2011:” (discussed below).Following the headers, you will encounter a series of object definitions, like GameObjects in a Prefab or scene, the components of each GameObject, and possibly other objects like Lightmap settings for scenes.Each object definition starts with a two-line header, such as the one in our example for Figure 2: “--- !u!1 &7618609094792682308” follows the format “--- !u!{CLASS ID} &{FILE ID}” which can be analyzed in two parts:!u!{CLASS ID}:This tells Unity which class the object belongs to. The “!u!” part will be replaced with the previously defined macro, leaving us with “tag:unity3d.com,2011:1” – the number 1 referring to the GameObject ID in this case. Each Class ID is defined in Unity’s source code, but a full list of them can be found here.&{FILE ID}:This part defines the ID for the object itself, which is used to reference objects between each other. It’s called File ID because it represents the ID of the object in a specific file. Read on for more information on cross-file references later in this post.The second object’s header line is the name of the object type (here, GameObject), which allows you to identify it by reading the file.After the object header, you can find all of the serialized properties. In our GameObject example above, Figure 2 provides details like its name (m_Name: Cube) and layer (m_Layer: 0). In the case of MonoBehaviour serialization, you’ll notice the public fields and the private ones with the SerializeField attribute. This format is similarly used for ScriptableObjects, Animations, Materials, and so on. Please note that ScriptableObjects use MonoBehaviour as their object type, instead of defining their own. That’s because the same internal MonoBehaviour class hosts them as well.With what we’ve covered so far, you can start to leverage the power of modifying YAML for purposes such as refactoring animation tracks.Unity’s animation files work by describing a set of tracks or Animation Curves; one for each property you want to animate. As shown in Figure 4, an Animation Curve identifies the object it needs to animate through the path’s property, which contains the names of the child GameObjects up to the specific one. In this example, we’re animating a GameObject called “JumpingCharacter” – a child of the “Shoulder” GameObject, which is a child of the GameObject that has the Animator component playing this animation. To apply the same animation to different objects, the animation system uses string-based paths instead of GameObject IDs.Renaming an animated object in the hierarchy can lead to one very common issue: The curve might lose track of it. While this is usually resolved by renaming each animation track in the Animation window, there are cases where several animations with several curves are applied to the same object, making it a slow and error-prone process. Instead, YAML editing enables you to correct several Animation Curve paths in one shot using a classic “search and replace” operation on the animation files with the text editor you are most familiar with.As previously mentioned, each object in a YAML file has an ID known as “File ID.” This ID is unique for each object inside the file, and serves to resolve references between them. Think of a GameObject and its components, the components and its GameObject, or even script references, like a “Weapon” component reference to a “SpawnPoint” GameObject in the same Prefab.The YAML format for this is “{fileID: FILE ID}” as the value of the property. In Figure 6, you can see how this Transform belongs to a GameObject with the ID 4112328598445621100, given that its “m_GameObject” property references it through the File ID. You can also observe examples of null references like “m_PrefabInstance” (given that its File ID is zero). Keep reading for more on Prefab instances.Let’s consider the case of reparenting objects inside a Prefab. You can change the File ID of the “m_Father” property of a Transform with the File ID of the new target Transform, and even correct the old parent Transform YAML to remove this object from its “m_Children” array, and add it to the new parent “m_Children” property.To find a specific Transform by name, you must primarily determine its GameObject File ID by searching the one with the m_Name you are looking for. Only then can you locate the Transform whose m_GameObject property references that File ID.When referencing objects outside this file, like a “Weapon” script referencing a “Bullet” Prefab, things get a little more complex. Remember that the File ID is local to the file, meaning it can be repeated in different files. In order to uniquely identify an object in another file, we need an additional ID or “GUID” that identifies the whole file instead of individual objects inside of it. Each asset has this GUID property defined in its meta file, which can be found in the same folder as the original file, with the exact same name plus a “.meta” extension added.For non-Unity native file formats, like PNG images or FBX files, Unity serializes extra Import settings for them in the meta files, such as the maximum resolution and compression format of a texture, or the scale factor of a 3D model. This is done to save extended file properties separately, and conveniently version them in just about any version control software. But aside from these settings, Unity will also save general Asset settings in the meta file, like the GUID (“GUID” property) or Asset Bundle (“assetBundleName” property), even for folders or Unity’s native format files like Materials.With this in mind, you can uniquely identify an object by combining the GUID in the meta file and the File ID of the object inside the YAML, as shown in Figure 10. More specifically, you can see that YAML generated the “bulletPrefab” variable of a Weapon script, which references the root GameObject with the File ID 4551470971191240028 of the Prefab with the GUID afa5a3def08334b95acd2d70ee44a7c2.You can also see a third attribute called “Type.” Type is used to determine whether the file should be loaded from the Assets folder or the Library folder. Note that it only supports the following values, starting at 2 (given that 0 and 1 are deprecated):Type 2: Assets that can be loaded directly from the Assets folder by the Editor, like Materials and .asset filesType 3: Assets that have been processed and written in the Library folder, and loaded from there by the Editor, like Prefabs, textures, and 3D modelsAnother factor to highlight regarding script serialization is that the YAML Type is the same for every script; just MonoBehaviour. The actual script is referenced in the “m_Script” property, using the GUID of the script’s meta file. With this, you can observe how each script is treated, just as an asset.Use cases for this scenario include, but are not limited to:Finding all the usages of an asset by searching the asset’s GUID in all other assetsReplacing all usages of that asset with another asset GUID in the whole projectReplacing one asset with another that has a different extension (i.e., replacing an MP3 file with a WAV file) by deleting the original asset, naming the new one exactly the same with the new extension, and renaming the meta file of the original asset with the new extensionFixing lost references when deleting and re-adding the same asset by changing the GUID of the new version with the old version GUIDWhen using Prefab instances in a scene, or Nested Prefabs inside another Prefab, the Prefab GameObjects and components are not serialized in the Prefab that uses them, but rather, a PrefabInstance object is added. As you can see in Figure 12, the PrefabInstance has two key properties: “m_SourcePrefab” and “m_Modifications.”As you might have noticed, “m_SourcePrefab” is a reference to the Nested Prefab Asset. Now, if you search its File ID in the Nested Prefab Asset, you won’t find it. In this case, “100100000” is the File ID of an object created during the import of the Prefab, called Prefab Asset Handle, which won’t exist in the YAML.Additionally, “m_Modifications” comprises a set of modifications or “overrides” made to the original Prefab. In Figure 12, we override the X, Y, and Z axes of the original local position of a Transform inside the Nested Prefab, which can be identified via its File ID in the target property. Note that Figure 12 above has been shortened for readability. A real PrefabInstance will typically have more entries in the m_Modifications section.Now, you might be wondering, if we don’t have the Nested Prefab objects in our outer Prefab, how do we reference objects in the Nested Prefabs? For such scenarios, Unity creates a “placeholder” object in the Prefab that references the proper object in the Nested Prefab. These placeholder objects are marked with the “stripped” tag, which means they are simplified with only the properties needed to act as placeholder objects.Figure 13 similarly shows how we have a Transform marked with the “stripped” tag, which doesn’t have the usual properties of a Transform (like “m_LocalPosition”). Instead, it has the “m_CorrespondingSourcePrefab” and “m_PrefabInstance” properties filled in a way that references the Nested Prefab Asset and the PrefabInstance object in the file it belongs to. Above it, you can see part of another transform whose “m_Father” references this placeholder Transform, making that GameObject a child of the Nested Prefab object. As you start referencing more objects in the Nested Prefabs, more of these placeholder objects will be added to the YAML.Conveniently, there’s no difference when it comes to Prefab Variants. The base Prefab of a Variant is just a PrefabInstance with a Transform that has no parent, meaning it is the root object of the Variant. In Figure 14, you can see that the “m_TransformParent” property of the PrefabInstance references “fileID: 0.” This means it doesn’t have a father, making it the root object.While you can use this knowledge to replace a Nested Prefab or the base Prefab of a Variant with another one, this kind of modification can be risky. Proceed with caution and have a backup just in case.Begin by replacing all the references to the GUID of the current base Prefab with the GUID of the new one, both in the PrefabInstance object and the placeholder objects. Be sure to take note of the placeholder objects’ File IDs. Their “m_CorrespondingSourceObject” properties not only reference the asset, but the objects inside of it via their File IDs. It’s very likely that the objects’ File IDs in the current Prefab will differ from those in the new Prefab – and if you don’t fix them, you will lose overrides, references, objects, and other data.As you can see, changing a base or Nested Prefab is not as straightforward as one might think. That’s one of the main reasons it’s not natively supported in-Editor.There are several scenarios where stale objects and references could be left in YAML; one classic case would be removing variables in scripts. If you add a Weapon script to the Player Prefab, you’d have to set the Bullet Prefab reference to an existing Prefab, and then remove the Bullet Prefab variable from the Weapon script. Unless you change and save the Player Prefab again, re-serializing it in the process, the bullet reference will be left in YAML. Another example centers on placeholder objects of Nested Prefabs that are not removed when the object is deleted from the original Prefab, which again, could be fixed by changing and saving the Prefab. Finally, re-serialization of assets could be forced via scripting with the AssetDatabase.ForceReserializeAssets API.But why doesn’t Unity automatically prune stale references in the scenarios listed above? This is primarily due to performance; to prevent re-serializing all the assets every time you change one script or base Prefab. Another reason is to prevent data loss. Let’s say you mistakenly remove a script property (such as Bullet Prefab) and want to recover it. You only need to revert the change on your script. So long as you have a variable with the same name as the removed one, your changes won’t be lost. The same thing would happen if you delete the referenced Bullet Prefab. If you recover the Prefab exactly as it was, including the meta file, the reference will be preserved.This is not normally an issue during runtime, given that when Unity builds the Player or Addressables, these stale objects and references become cleared. But even then, there are some cases where stale references can cause issues – namely, using pure Asset Bundles. The Asset Bundle dependency calculation considers stale references, which might create unnecessary dependencies between bundles, loading more than required at runtime. This is worth thinking about when using Asset Bundles. Create or use any existing tool to prune unnecessary references.Although you can completely ignore YAML most of the time, grasping it is useful for understanding Unity’s serialization system. While facing large refactors and reading or modifying the YAML directly with asset processing tools can be fast and effective, looking for solutions based on the Unity Asset Database API is highly recommended whenever possible. It is also particularly helpful for solving merge issues in version control. We recommend that you explore the Smart Merge tool, which can automatically merge conflicting Prefabs, and read more on YAML in our official documentation.

>access_file_
1139|blog.unity.com

How Norconsult improves collaboration with Unity Reflect Review and Quest 2

To transform your design, project and site reviews with VR and enable better communication and collaboration with project stakeholders, Unity Reflect Review is adding support for the Meta Quest 2 VR headset. With Unity Reflect Review and Meta Quest 2, users get the benefit of real-time visualization for richer viewing environments, greater accessibility with untethered VR, and next-level collaboration to transform the way people, teams and businesses interact in the office or on the jobsite.Companies like Norconsult, a leading Norwegian multidisciplinary engineering and design consultancy, are using Unity Reflect Review and Meta Quest 2 to cover all phases of a project lifecycle, from the earliest pre-investment and feasibility studies, through planning and design, tendering and construction supervision, to project implementation, operations and maintenance.We interviewed Marius Jablonskis, Digital Transformation Leader at Norconsult, about the different ways Norconsult uses Unity Reflect Review and Meta Quest 2 to increase collaboration, save time, and improve workflows.We started our collaboration with Unity three years ago. Our goal was to streamline our extended reality (XR) routines within gamification efforts, automating the manual routines and focusing on custom IP development driving the value for the customers. We have 25 licenses of Unity Reflect Review.We have pioneered our drawingless design and construction approach and have successfully implemented it across different market areas, meaning we produce data-rich integrated digital twins as a contractual deliverable. Unity gets us one click away from taking this data to immersive XR experiences. We use Autodesk Revit as our design tool, but we typically go from Navisworks or BIM 360 to Unity Reflect Review.We use Unity Reflect Review for visual reviews – including stakeholder, design and safety evaluations – on desktop and in VR and augmented reality (AR).We have used a custom-developed application on the Unity Editor where we compiled .apk files that we loaded to untethered Meta Quest 2 devices. The application was used for design review and practical safety evaluations with our safety and design experts, customers, and their operation personnel to evaluate safety aspects of the design and placement of equipment in emergency scenarios.Instead of running a traditional session where everyone looks at the drawings – which would have been a challenge in the middle of a pandemic with capacity and other restrictions – we had several VR operation stations where multiple people could participate at once and the rest could livestream on the screen. That way everyone could participate in a live evaluation and feedback session regardless of their location. Results were directly integrated into our project management system to ensure optimal insight and dataflow so that no disconnected reports ended up in unmonitored folders.Construction work on a new water treatment project has just started. There are many use cases with contractors, operations and maintenance, and loads of potential value for cutting down the time needed to plan and access various sections of the site.Combining Meta Quest 2 and Unity Reflect Review is a true game changer. XR was great before, but it was not for everyone. Hardware-heavy processes, cables, tracking stations, remembering to charge multiple devices, logging in and out to multiple accounts, preprocessing the data, exporting, packing and updating it – all these operations made the XR world an exclusive club. Unity and Meta’s fusion eliminated all the irritating moments and bottlenecks from the process. Now you just have to pop on the glasses and you’re good to go!With Unity, we are 50% faster and 75% more intuitive.Get the Unity Reflect Review application today in the Quest Store to transform your architecture, engineering and construction (AEC) project reviews with VR.

>access_file_
1140|blog.unity.com

4 tips for quicker and easier creative optimization

The mobile game industry is fast-paced and aggressive - someone is always waiting to replicate your game or your creatives. Maintaining efficiency and speed while testing keeps you ahead of the game as you discover new opportunities for optimization. Using the right technology and approach to testing can help you improve your creative strategy and attract the best kind of users across each channel.Here, John Wright, Head of Customer Success at ironSource Luna, shares his top four testing tips to boost your creative performance as efficiently as possible.1. Automate creative production for more chances of successHaving enough creatives for testing is essential to keep improving performance and finding opportunities for optimization. To make sure you have a big enough bank of ads to keep up the pace of testing, your process for creative production needs to be efficient. Traditionally, this process looks like a UA manager requesting ads from the creative team. After they’re designed, the UA manager manually uploads the creatives to each channel, lets them run to gather data, analyzes performance, then adjusts their brief for new ones to be built - and then the process repeats. This limits production speed because you’re testing 3 creatives every 2-3 days, then manually pausing, uploading, and reviewing them. In the end, it can take you three weeks to test just 20 videos on an SDK network.To design more creatives faster, you can automate the process. Technology like dynamic creative optimization by Facebook lets you automatically create versions of different video creatives that are optimized based on what’s performing best. So instead of three weeks to test 20 videos, automation lets you test upwards of 100 creatives per week.Playworks meanwhile has a dynamic playable optimization feature that applies this automation technology to playable ads. Your creative team can design one playable file, upload it to Luna, then let the platform do the work to test different versions and optimize them based on which had the highest IPM.For example, GameJam increased their creative output by 4x in 48 hours using Luna Playable. With the tool, they ran multivariate tests on 73 playable concepts and 1200 variations quickly, easily, and entirely in-house. This led to a 15% increase in IPM and drove over 2 million installs for their game.2. Test macro concept changes and micro iterationsStarting at the macro level before diving into the micro helps you squeeze the most juice from your creatives and identify more opportunities for improvement. Taking this approach is an excellent starting point for honing in on what you should be iterating on, instead of trying to test everything at once.As you begin testing, zoom out first and try many different concepts (that’s the macro) - this often results in a big impact on performance. For example, Codigames tested two concepts for their playable ad tutorial. One featured a barbershop environment and another included a sleeping character that showcased obvious emotions. The version featuring the sleeping character had a 60% engagement rate, compared to 54% for the other concept - it went on to achieve over 100 million impressions.Once you identify the top-performing concept, you can start iterating on the details and refining your creative (that’s the micro). Testing features like the background, color, and length can help optimize performance. Since these are often small changes, it’s important to test many variations quickly to identify what elements move the needle and to shorten the learning curve.Tastypill used Playworks to increase their concept testing capabilities - within one month, they produced at least 20 Elements-built playables each day. Applying the learnings from each iteration to the next let them keep improving performance and identify a top-performing playable that drove 33M impressions and had an ER of 65%.3. Visualize and compare dataAlways use creative KPIs to drive decision-making. This can seem like a no-brainer, but I’ve seen many examples of situations where studios spend a huge budget on creatives that seemed to attract a lot of users. But many of these users churned quickly once they installed the app - this led to a very low ROAS and in the end, they paused the ad. However, visualizing and comparing metrics from the entire funnel (like CTR vs. ROAS) from the beginning would have shown that these types of creatives led to low retention despite having high click rates. This way, you can identify which ads are performing better before you get to that point.Measure user quality by looking at lower-funnel metrics like:- Retention rate- ARPU- ARPDAU- ROASAnd look at top-of-funnel metrics to analyze the effectiveness of the ad, like:- CTR- Time to engage (TTE)- Engagement rate (ER%)- Number of engagements (#E)- Experiences completed- CVR- IPMCompare metrics from both the upper and lower parts of the funnel to get a full view of creative performance and spot opportunities for optimization.These metrics higher up the funnel confirm the performance of the ad itself so you can identify the themes and features that work best. Then you can look at the data further down the funnel to see how tweaking each of these elements affects user quality. Analyzing creative testing performance by looking at KPIs across the entire funnel ensures you’re taking a data-backed approach to optimization - and doing so with as much efficiency and as little wasted ad spend as possible.Using Luna Control, Ludia aggregated their UA campaign data from all channels into one place so they could easily pull their creative insights and compare campaigns to spot opportunities for improvement. Having all of their metrics easily accessible helped them identify key optimization opportunities - and risks they should avoid.4. Allocate your budget wiselyHow and where you spend your budget is incredibly important. For starters, you want to allocate enough budget when testing - the more you spend, the faster you’ll be able to understand what’s performing (or not).Once the ads are live, you can quickly re-allocate spend for these creatives across your marketing channels. Get a comprehensive view of your creatives across all (yes, all) channels so you can clearly compare which ones are worth the spend and which aren’t. Then you can adjust spend accordingly and get the most out of your budget.For example, cocone used Luna Control to pull performance data from multiple UA channels, analyze metrics based on specific features, and get actionable insights - all in one platform. As a result, they reduced the time they spent analyzing creative data by 50%. WIth a clearer and more comprehensive view of performance, they re-allocated their budget which helped them exceed their CPI goal by 20%.Succeed across channelsEach UA channel will perform differently because they have different characteristics and audiences. End cards, for example, tend to perform well on SDK networks since they automatically appear at the end of a creative. But they usually don’t have high conversion rates on Facebook because users need to click through to see it - it adds another step to the funnel and increases friction.No matter the channel, though, testing is always the best approach to optimize your creatives. Keep the tips in mind above and adapt them for each channel to boost creative performance more quickly and easily.

>access_file_