Usercentrics and AdInMo Partner to Drive Monetization Success for Mobile Game Developers in Europe

Joint industry education program launched to promote how consent-based monetization strategies boost in-game advertising revenues for developers

Usercentrics, a global leader in consent management platforms (CMP), has partnered with AdInMo, the in-game advertising platform, to help mobile game publishers and developers monetize in-game advertising more effectively through better consent management.

In the European Union, the GDPR privacy regulation is supported by the IAB’s Transparency and Consent Framework (TCF) providing guidance for delivering programmatic advertising. But if consent is not implemented correctly the ability to monetize in these geographies is significantly impacted.

As part of the education program, AdInMo’s mobile game developers will be able to integrate Usercentrics CMP technology and participate in an industry-first study on the impact of consent on in-game advertising monetization. The study will demonstrate how consent management directly contributes to an uplift in in-game advertising revenue while ensuring developers remain privacy compliant on a global scale.

A recent study by Usercentrics revealed that nine out of ten popular mobile games currently ignore user privacy due to misconceptions that obtaining user consent will negatively impact user acquisition (UA). However, with premium brands and ad networks increasingly insisting on using only compliant data, developers need to embrace consent management to future-proof their monetization strategies for in-app advertising (IAA).

“The importance of privacy is growing beyond compliance,” the Director of Product at Usercentrics, Valerio Sudrio, said. “More and more brand advertisers simply won’t advertise in non-compliant games. They are willing to pay higher eCPMs for access to consented data but mobile game publishers and ad networks face challenges in unlocking this major monetization opportunity. Our partnership with AdInMo aims to educate the market and gather industry-first data that demonstrates why consent is key to future-proofing IAA revenues.”

“In-game advertising already offers privacy-first brand campaigns for advertisers and incremental revenue for developers, particularly those impacted by user tracking changes,” the Head of Supply for AdInMo, Lewis Horgan, said. “Our partnership with Usecentrics will support the mobile game developer community to follow best practice and maximize monetization by optimizing access to European traffic from AdInMo’s demand partners.”

Forward-thinking game developers like Homa Games already understand how smart consent can yield significant benefits. Having integrated Usercentrics Consent Management SDK, the developer has not only maintained user engagement but it has also unlocked ad network inventory in regulated regions such as Europe and California, resulting in a 1.5% uplift in average revenue per daily active user (ARPDAU) on ad revenue.