New service gives F2P game makers total control of their ad strategy and the power to calculate true player LTV  

Deep-data analytics and player marketing company, deltaDNA, today launched AdVantage – a brand new ad management service designed to give game developers unrivalled access to real-time ad revenue and in-app purchase (IAP) data, for total control over their ad strategies.

In Free-to-Play games, accurately calculating the Lifetime Value (LTV) of players is vital for understanding how a mobile game is performing. However, developers typically have limited access to user-level data so can only calculate player LTV for In-App Purchase (IAP). This makes it impossible for them to truly understand their Return on Ad Spend (ROAS) and the true value of each player.

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With AdVantage, developers get to see the whole picture. Unrivalled access to user-level ad revenue and IAP data, combined with rich behavioural data unique to deltaDNA, gives developers the power to accurately identify and target the most profitable players in real-time.

With player, ad and IAP data all available in one centralized location, developers can now monitor the impact of their ad campaigns within the context of the whole game economy. This allows developers to control all aspects of player management from within one platform, enabling them to transform acquisition, engagement, game-balancing and IAP strategy, to ensure that the player experience is always fully optimized while churn is reduced.

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Mark Robinson, CEO, deltaDNA, said: “Accurately calculating player LTV is notoriously difficult for F2P developers because reliable user-level revenue data has not historically been available for ads.

“AdVantage solves this problem by combining both user-level IAP and ad revenue data from across the whole game economy, empowering developers to generate the most reliable and accurate LTV forecasting.”

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