Facebook has kicked off the next phase of its Messenger Instant Games by finally deciding to monetize them with in-app purchases as well as interstitial and rewarded ads. Instant Games were launched in November of 2016 and started with over 20 games like Pac-Man, Words with Friends Frenzy, Everwing, etc., from several developers who were looking into discoverability and awareness of their apps.
This move will give our developers a reason to create games for Messenger and at the same time, open a new revenue stream for the chat app.
During this phase, the platform’s evolves by rolling out tests of interstitial and rewarded video ads with selected game developers. Instant Games will use demand from Audience Network to deliver ads in-game and players can expect to see ads during gameplay sessions in titles such as Blackstorm’s Everwing and FRVR’s Basketball FRVR.
The ads shown in Messenger games that are directed from its Facebook Audience Network will begin to appear in some iOS and Android games. Facebook will take a cut of the ads and the in-app purchases will only start rolling out on Android, in which Google Play will take the 30 percent standard cut.
Facebook was non-committal on how much of a cut of in-app purchases revenue it plans to take. They repeatedly gave this statement when asked;
“Our early tests for IAP will follow the standard rev/share policy and transaction fees for Google Play In-App billing.”
It seems that for now, 70 percent will go to the developer, but eventually, Facebook will likely opt to take a portion of that when the in-app purchases are fully rolled out.
Facebook plans to put ad measurement and optimization tools for game developers, plus ways to publish games to its directory more easily sometime soon.
For interested developers who want to build games for Instant Games, you can sign up to learn more at https://www.facebook.com/help/contact/173350173135692
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