September 23, 2022 - 6 minute read

This new Google Play ad update is forcing developers to reconsider their app monetization strategy

Google Play ad update is forcing developers to reconsider app monetization strategy - Kindred for Business

Google's objective is to enhance their user experience (UX), however invasive adverts can lead them in the opposite direction.

On July 27th, 2022, Google announced a modification to their advertising policy for mobile apps, including mobile games. With ever-changing policies, mobile app publishers had only two months to adapt their app monetization strategy, as well as consider how they may generate more revenue. 

Poor UX in apps downloaded from Google Play can have an impact on Google's download stats, which can influence where developers distribute their apps, affecting a big portion of their earnings. 

In 2021, Google generated approximately $48 billion in revenue from Google Play alone, earning as much as 30% per transaction through the Play Store.  

What has changed with the Google Play ad update, and how does it affect your app monetization strategy? 

Straight from Google's blog: 

  • Full screen interstitial ads of all formats (video, GIF, static, etc.) that show unexpectedly, typically when the user has chosen to do something else, are not allowed.  
  • Ads that appear during game play at the beginning of a level or during the beginning of a content segment are not allowed.  
  • Full screen video interstitial ads that appear before an app’s loading screen (splash screen) are not allowed. 
  • Full screen interstitial ads of all formats that are not closable after 15 seconds are not allowed. Opt-in full screen interstitials or full screen interstitials that do not interrupt users in their actions (for example, after the score screen in a game app) may persist more than 15 seconds. 

This has a large impact because these kinds of adverts have shown to be effective at generating revenue. However, many users have complained calling the ads 'intrusive’ and ‘disruptive', especially as these ads can only drive revenue in an app. When apps, especially mobile gaming apps, lose users, it reduces the potential of how much revenue the app can generate.  

In-app and in-game ads are not dead. You will just need to test and adapt in order to optimise ad potentiality, much as the recent iOS update and its impact on Facebook ads for online brands. 

In a world where regulations might change abruptly and quickly, you'll also need to be curious and innovative with new revenue streams. Finding long-term, risk-free solutions, such as Kindred's unique SDK, is key. 

How Kindred for Business is helping developers improve MAUs, loyalty and drive additional revenue 

Our one-of-a-kind SDK is not to be seen as an alternative revenue method, but an additional stream alongside ads and IAPs. It enables you to generate revenue from your users when they’re not using your app, widening the pool of maximizing monetization. 

The self-service Unity Verified SDK is free to integrate enabling you to start generating additional revenue of up to $2 ARPMAU right away. All while maintaining total privacy for all for your users, in accordance with GDPR and the UK’s GDPR.   

Also, we’ve partnered with over 25,000 charities tackling the world’s biggest issues from deforestation to increased carbon emissions. We can help you achieve your own ESG targets by enabling your players to choose whether they want to donate their savings to sustainable initiatives or our partnered charities. 

How it works: 

Once the SDK is installed, and users have opted into the feature, they can start saving money on online purchases through cash back savings. See how it works below: 


Google’s policy update states: This policy also does not apply to monetization and advertising that does not interfere with normal app use or game play (for example, video content with integrated ads, non-full screen banner ads). So, you can trust that this method is a solution to stay.  

Our SDK is an easy no-brainer for any developer looking to open new doors for app monetization. It’s simple to install, has zero impact on UX, works externally outside of your mobile game, provides a passive stream of revenue and it’s free. The catch? Well, there is none.  

Request a free demo by clicking here.