Galactic Fire FREE – Advertising networks on Windows Phone 7

[cross-posted from my blog!]

While researching ad networks on Windows Phone 7 for Galactic Fire FREE, it became clear that ad network support for Windows Phone 7 is a bit fragmented depending on which tech stack an application is written in. Silverlight-based applications have several options for ad networks, and XNA-based applications have… well, fewer options.

The first (and last!) ad network I implemented was PubCenter advertisements. During evaluation of PubCenter, I was unhappy with the format of the ads being served (480×80 banners for a full-screen ad?), the relevance of ads (trucker jobs in England? srs?), and the fact that the portal doesn’t support WebKit-based browsers.

I also evaluated AdMob, which seemed to be an incredibly clear winner. Unfortunately, AdMob didn’t have support XNA titles, so I was out of luck there.

An interesting ad exchange network that did have support for XNA was AdDuplex, in which developers exchange advertisements in their game for advertisements in your game. The monetization model is different in that there is no indirect ad revenue. A developer in the program show 10 ads for someone else in their game, and the developer’s game is shown 8 times in someone else’s game. I’ve seen this recommended a number of times, and may yet experiment with this model, but direct sales of a non-established brand appear to be pretty abysmal, and this model drives only direct sales.

PubCenter, being a Microsoft ad network, had client binaries for WP7 XNA titles and had a monetization strategy that was more in-line with my goals. In the end, the advertisements seen in-game come from PubCenter.