In a recent thread at talkarcades, several arcade webmasters Raged against in-game ads. While I think they went overboard on hating on ads, they do bring up some points.
First of all, in-game ads, unlike Microtransactions, I believe are generally a good thing. As long as there isn’t any network branding and they are not too obtrusive, they should be accepted and even embraced as they keep the costs of games down. However, that should only go as far as static ads, not video ads with sound or ads where you have to wait 30 seconds to play the game. The maximum wait time should be 6-7 seconds. Network branding needs to go. The network is already making a lot of money on the ads, there is no reason why they should have branding in the ads. Mochi used to be good until they started adding all the extra stuff. Now they are just an advertising front that hinders distribution. Most of all, they don’t listen at all to publisher demands so there really isn’t any reason for publishers to work with them at this point. The other networks like CPMstar, ad4game, bannerflux, etc are somewhat better as the ads are not so intrusive and some even have systems for sponsor splitting.
CPMstar did a bad move some time ago by trying to stealth add editorials without telling anyone. However, they were caught and they actually listened to publishers and sponsors and now sponsors(as well as devs) can turn off both editorials and video ads and allow only the square statics. Many sponsors have done so. The eCPM is still pretty good and I believe it will help the spread of games with CPMstar ads.
The other stuff discussed in the thread such as white label games and pay per play would probably never work out as the majority of arcade webmasters just would not sign up for it. You’d need 300-400 people to sign up and play nice for it to work and that just would never happen. The amount of work required to make that many site-locks would be enormous and for small sites, paying even $15 a game is just too much. You aren’t going to make a site popular by adding only 5 games a month. Site-locks and white label games are only worth it if you have a significant amount of traffic.
Like it or not, the arcade industry is stuck with the current sponsorship model. However, ad companies need to realize that publisher do have the power to make them fail or succeed by accepting or not accepting their ads. If an in-game ad company uses just static 300×250 ads in-game, many publisher will latch on to them. If they do intrusive ads, publishers will turn away quickly.
Games for today:
1. Fly Hard 2 — A vertical shooter set in space. Destroy the enemy spaceships.
2. Solar Max — Fun strategy game where you command your fleet and planets to take over the enemy.