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How to run multiple credit offerwall promotions that boost revenue and retention

Multiple credit offerwall promotions, or special promotions, are a great way to boost revenue for publishers, and for advertisers to acquire high-quality users at scale. These time-limited promotions offer users anything between 1.5 to 10x the standard offerwall reward in return for completing a task like installing an advertiser’s game and reaching the end of a level. 

It's not just users who reap the rewards: a long list of our developer partners use special promotions to increase performance metrics such as engagement rates, ARPDAU, and revenue. The benefits don't stop there: multiple credit offerwall promotions also boost long-term retention and in-app purchases, as the credits enable users to progress further in the game and give them a "taste" of what IAPs can offer them. On top of that, special promotions are a great way to introduce new users to the offerwall, increasing its entire ecosystem. Below, we share with you best practices to run a killer special promotion, which we’ve tested with some of the biggest mobile game publishers in the world. 

When to run multiple credit offerwall promotions

As a general rule, we recommend running a special promotion at least once and up to twice a month. Less than once a month, you’ll miss out on potential revenue, but more than twice a month, you’ll risk flooding your in-game economy. When you run them, be sure to notify your ad network partner in advance, so they have enough time to encourage the biggest advertisers to focus their CPE efforts on your game. Here are a few times you can run the promotions:

U.S. holidays are a good way to stay on track with your special offerwall promotions, since they usually land once a month or so - from President's Day weekend in February to Labor Day in September, not to mention Thanksgiving and Christmas. Running promotions on holidays enables you to capitalize on increased traffic: we know that people play games more during breaks from school and work. 

Each month, ironSource organizes cross-network special promotions so both publishers and advertiser partners can enjoy maximum impact. Here’s the calendar we share with our partners:

  • January - New Year's 
  • February - President's Day weekend 
  • March - St. Patrick’s Day 
  • April - Easter weekend 
  • May - Memorial Day weekend 
  • June - Weekend mid-June 
  • July - American Independence Day 
  • August - Weekend mid-August 
  • September - Labor Day weekend 
  • October - Columbus Day weekend 
  • November - Thanksgiving weekend 
  • December - Christmas
Making multiple credit offerwall promotions noticeable 

There are a few ways to make special offerwall promotions noticeable. Here are 3.

Change the traffic driver

We’ve learned that for the biggest impact, you need to change the appearance of the standard offerwall traffic driver, such as the icon’s design, color or font style. This helps capture users’ attention and makes it clear that this is not a regular offerwall promotion, but in fact a special offer. Make these compelling by clearly stating what users will receive: free hard currency and higher rewards for a limited time only. Doing so is a surefire way to increase traffic for your offerwall promotion.

Place the traffic driver in several strategic locations

You should always have visible traffic drivers strategically placed in the game for your offerwall ad unit. This is no different for multiple credit offers: while the promotion will be automatically highlighted in the offerwall store, be sure to also run pop-up ads in your game and push notifications outside of the game. Not only do notifications like these boost offerwall engagement from users already familiar with the ad unit, they also are a great way to educate non-offerwall users about the benefits of an offerwall. 

By running notifications about their offerwall special promotion, a partner (the turquoise line in the chart below) increased engagement rates for their offerwall campaign by +257%, while another game with no notifications (the blue line) saw an increase of only +14%.

Cater to savvy and non-savvy users

When implementing your traffic drivers, it’s important to cater to both savvy and non-savvy users. Some publishers find smart ways to seamlessly integrate offerwall promotions inside their gameplay, for instance on native billboards or screens that the user passes or interacts with. However, for non-savvy users, this kind of approach is less effective. Combine it with more straightforward placements, like the earlier mentioned pop-up ads that guarantee visibility and engagement. 

Measuring the full impact

Be sure to measure the impact of the special promotions both during the promotion and after it expires. The time-consuming nature of offerwall events means that in addition to an initial spike in revenue, more money will be generated in the days or week following the end of the offer. That’s because even after the promotion ends, completions roll in along with revenue. The time period depends on the type of offers selected by the users: the deeper the events are, for example completing 10 levels of the advertiser’s game, the longer you should measure their impact.

Measuring this way allows you to more accurately evaluate the impact of your multiple credit offerwall promotion, and understand how aggressive you should be for the next promotion. For instance, if you’ve waited to measure its full impact and it turns out to have underperformed, you can push more notifications, or increase the credit multiplier for the next promotion. 

The graph below shows the impact on revenue of a partners' offerwall special promotion. They achieved an initial spike while the promotion was live, and also saw a revenue uplift in the week after the promotion expired, due to more completions kicking in and an increase in the overall engagement rate with the offerwall.

Getting started

ironSource’s team are experts in maximizing your game’s offerwall ad revenue. Here’s how to join the long list of partners working with us to level up their offerwall strategy:

  1. Log into the ironSource platform 
  2. Go to your ad units and placements, then select Offerwall
  3. Click on activate special promotion 
  4. Set the start date, time and duration according to the dates below

If you don’t have offerwall set up on ironSource, get it here on iOS and Android.

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