{"id":11918,"date":"2024-11-26T10:08:01","date_gmt":"2024-11-26T10:08:01","guid":{"rendered":"https:\/\/tenjin.com\/?p=11918"},"modified":"2026-04-14T10:51:58","modified_gmt":"2026-04-14T10:51:58","slug":"ad-revenue-in-mobile-games-iap-vs-iaa","status":"publish","type":"post","link":"https:\/\/tenjin.com\/pt\/blog\/ad-revenue-in-mobile-games-iap-vs-iaa\/","title":{"rendered":"Receitas de an\u00fancios em jogos para telem\u00f3vel - IAA vs IAP"},"content":{"rendered":"<p>No mundo em constante evolu\u00e7\u00e3o dos jogos para telem\u00f3vel, compreender a din\u00e2mica das receitas dos an\u00fancios \u00e9 crucial para os programadores e editores que procuram maximizar as suas estrat\u00e9gias de monetiza\u00e7\u00e3o. Reunimo-nos com Mariusz G\u0105siewski, da Google, para discutir alguns dos dados mais recentes sobre as receitas dos jogos. Acredite ou n\u00e3o, o potencial de receita de an\u00fancios parece bastante brilhante.&nbsp;<\/p>\n\n\n\n<p>Veja o v\u00eddeo completo para saber porqu\u00ea.<\/p>\n\n\n\n<div style=\"height: 0px; overflow: hidden; padding-top: 56.25%; position: relative; width: 100%;\">\n        <iframe\n            style=\"position: absolute; top: 0px; left: 0px; width: 100%; height: 100%;\"\n            src=\"https:\/\/tube.rvere.com\/embed?v=3eVe-57O1Kw\"\n            title=\"Leitor de v\u00eddeo do YouTube\"\n            frameborder=\"0\"\n            allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\"\n            allowfullscreen>\n        <\/iframe>\n    <\/div>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>I<\/strong>Quota de AA vs IAP por g\u00e9nero<\/h2>\n\n\n\n<p>Uma das principais ideias que Mariusz partilhou foi a distribui\u00e7\u00e3o vari\u00e1vel das receitas de publicidade pelos diferentes g\u00e9neros de jogos. Ao analisar dados de v\u00e1rias fontes do sector, conseguiu tra\u00e7ar um quadro completo de como <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/ad-monetization-ad-revenue\">receitas publicit\u00e1rias<\/a> \u00e9 atribu\u00eddo no \u00e2mbito do ecossistema de jogos para telem\u00f3veis.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfyfDy-mEI72YLj2giE2JOkecnNjpst60WoPe1xNYTs2_ybVLOmnvrdy-hfipM46o_8fNyYnsr6Ip_Fq4K6I5OVWXWN7l7N330SXc0W5sWCPUCC1cc3QGPir8uH-onEoEgbTvtHzA?key=ogA_p7F6NPwSiixacLbqdUwY\" alt=\"percentagem das receitas de publicidade em rela\u00e7\u00e3o \u00e0s receitas totais por g\u00e9nero - 1\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeQuze67wXrYv2JpxoprS8kZ8JwOvNXajaUNvXTAF7ZVidzqqrmramBYRNxY6qxmec1sIjJG2VyULgrUQACx5KiTHaBBkHEkfLCj8JaFRYlyUgClC_ELyB7mNIwoMepgO7xdYw1?key=ogA_p7F6NPwSiixacLbqdUwY\" alt=\"percentagem das receitas de publicidade em rela\u00e7\u00e3o \u00e0s receitas totais por g\u00e9nero - 2\"\/><\/figure>\n\n\n\n<p>Mariusz explicou que certos g\u00e9neros, como os jogos de tabuleiro, os jogos de paci\u00eancia e os jogos de palavras, tendem a ter uma maior percentagem de receitas de publicidade em compara\u00e7\u00e3o com os seus <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/in-app-purchases-iap\">compra na aplica\u00e7\u00e3o (IAP)<\/a> receitas. Isto deve-se ao facto de estes g\u00e9neros serem muitas vezes dirigidos a um p\u00fablico mais vasto, em que mesmo um pequeno montante de receitas por utilizador pode aumentar significativamente devido \u00e0 escala maci\u00e7a da base de utilizadores.<\/p>\n\n\n\n<p>Por outro lado, g\u00e9neros como os RPG de a\u00e7\u00e3o, os jogos de estrat\u00e9gia e os t\u00edtulos match-3 t\u00eam normalmente uma menor percentagem de receitas de publicidade, uma vez que se concentram mais em rentabilizar os seus utilizadores principais e de elevado valor atrav\u00e9s de IAP. Nestes casos, os programadores hesitam muitas vezes em arriscar perder as suas baleias ao dependerem fortemente de <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/in-app-advertising-iaa\">an\u00fancios<\/a>, que pode potencialmente perturbar a experi\u00eancia do utilizador.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O que \u00e9 que  <strong>Formatos de an\u00fancios<\/strong> para usar?<\/h2>\n\n\n\n<p>Mariusz tamb\u00e9m se debru\u00e7ou sobre os meandros dos diferentes formatos de receitas de an\u00fancios e o seu impacto na monetiza\u00e7\u00e3o global. Ele destacou a import\u00e2ncia de <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/en\/rewarded-ads\">an\u00fancios recompensados<\/a>, que ele comparou a uma \u201ccompra de baixo valor na aplica\u00e7\u00e3o\u201d, na medida em que s\u00e3o iniciadas pelo utilizador e proporcionam frequentemente uma experi\u00eancia perfeita ao jogador.<\/p>\n\n\n\n<p><strong>Nos g\u00e9neros em que as receitas dos IAP s\u00e3o o principal foco, os an\u00fancios recompensados tendem a constituir uma parte significativa do bolo das receitas publicit\u00e1rias. Isto deve-se ao facto de serem menos perturbadores para o ciclo de jogo e poderem ser estrategicamente integrados para proporcionar valor tanto ao jogador como ao programador.<\/strong><\/p>\n\n\n\n<p>Por outro lado, em jogos mais casuais ou hiper-casuais, onde a reten\u00e7\u00e3o de utilizadores tende a ser mais curta, os programadores podem optar por uma combina\u00e7\u00e3o de receitas de publicidade mais diversificada, incluindo <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/en\/interstitial-ads\">an\u00fancios intersticiais<\/a> que podem ser apresentados a um p\u00fablico mais vasto com maior frequ\u00eancia. Esta abordagem permite-lhes rentabilizar rapidamente uma parte maior da sua base de utilizadores, mesmo que as receitas de an\u00fancios individuais por utilizador sejam inferiores.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Aquisi\u00e7\u00e3o de usu\u00e1rios<\/strong> para jogos IAA e IAP<\/h2>\n\n\n\n<p>Mariusz tamb\u00e9m partilhou informa\u00e7\u00f5es sobre as tend\u00eancias de mudan\u00e7a nas estrat\u00e9gias de aquisi\u00e7\u00e3o de utilizadores (UA), que t\u00eam um impacto direto na din\u00e2mica das receitas publicit\u00e1rias. <strong>Salientou a import\u00e2ncia crescente das campanhas de UA baseadas no valor, em que os programadores se concentram na aquisi\u00e7\u00e3o de utilizadores com maior probabilidade de se tornarem consumidores de elevado valor ou de se envolverem em an\u00fancios.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXfby3iQwpTg6Vllpnz8raZElTb6rpTBh_4Urf0ffowgOrzr5G1Y_hXw_S8b55YFjrdeZjS9P1bKIdjy0Ct9GsXaRHE6UWAsPXBJSe8-hiliK3oXtkRi5mgeCcvF8I3JTVYqUtkr?key=ogA_p7F6NPwSiixacLbqdUwY\" alt=\"receitas de publicidade em jogos para telem\u00f3vel - aquisi\u00e7\u00e3o de utilizadores de elevado valor\"\/><\/figure>\n\n\n\n<p>Este afastamento do puro <a href=\"https:\/\/docs.tenjin.com\/v1\/docs\/cost-per-install-cpi\">custo por instala\u00e7\u00e3o (CPI)<\/a> As campanhas de publicidade conduziram a um cen\u00e1rio de receitas publicit\u00e1rias mais diversificado, uma vez que o afluxo de utilizadores de sectores verticais n\u00e3o relacionados com os jogos, como o retalho e os bens de consumo embalados (CPG), introduziu novos fluxos de receitas que s\u00e3o menos propensos \u00e0 canibaliza\u00e7\u00e3o entre as compras na aplica\u00e7\u00e3o e os an\u00fancios.<\/p>\n\n\n\n<p>Mariusz explicou que o aumento da participa\u00e7\u00e3o destes anunciantes n\u00e3o relacionados com jogos criou um ecossistema mais equilibrado, em que os programadores podem potencialmente rentabilizar os seus utilizadores atrav\u00e9s de IAP e de an\u00fancios sem o risco de competirem diretamente pelas mesmas fontes de receitas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Previs\u00f5es para IAA e IAP<\/strong><\/h2>\n\n\n\n<p>Olhando para 2025, Mariusz partilhou tr\u00eas previs\u00f5es importantes que lan\u00e7am luz sobre o futuro das receitas de publicidade nos jogos para telem\u00f3vel:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Crescimento cont\u00ednuo: Mariusz acredita que as receitas globais dos an\u00fancios na ind\u00fastria dos jogos para telem\u00f3veis continuar\u00e3o a crescer, ultrapassando potencialmente o crescimento das receitas das compras na aplica\u00e7\u00e3o. Isto \u00e9 impulsionado pela crescente sofistica\u00e7\u00e3o das estrat\u00e9gias de monetiza\u00e7\u00e3o de an\u00fancios e pela expans\u00e3o cont\u00ednua de anunciantes que n\u00e3o s\u00e3o de jogos para o ecossistema de jogos m\u00f3veis.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXf3VUf0UK8USLct48YQAdMY2RniRlh4VEOvLxAxjo9z9xmuWGIFOjK4A-tc0BkGTYECBbwEbaXlDAP5Ls8mI15sYYW42FTb3kxmxmGrP9cykHaCdMAsfQTX88m-2AvYZZSqCeKJ?key=ogA_p7F6NPwSiixacLbqdUwY\" alt=\"receitas publicit\u00e1rias nos jogos para telem\u00f3vel - crescimento r\u00e1pido\"\/><\/figure>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Maior foco na monetiza\u00e7\u00e3o: \u00c0 medida que a concorr\u00eancia no mercado dos jogos para telem\u00f3veis se intensifica, os programadores e editores ir\u00e3o colocar uma maior \u00eanfase na otimiza\u00e7\u00e3o das suas estrat\u00e9gias de monetiza\u00e7\u00e3o, explorando modelos h\u00edbridos que combinam IAPs e an\u00fancios, e tirando partido de novas ferramentas e tecnologias para melhorar os seus fluxos de receitas de an\u00fancios.<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXcBOHLjQ8sTPHaEX-I-KHWGuzdT9eEz93xcvAyexn-Zj3Fv50o88x0EXN87dBUu5HRCoVN9bDzxH8G1vxjZpYVtqdrCNxZqLpv8VlpHQ3LMc9-h5g0X3hLHrDUw8XNSe_dBIGUH0w?key=ogA_p7F6NPwSiixacLbqdUwY\" alt=\"as receitas de publicidade nos jogos para telem\u00f3vel s\u00e3o muito menos concentradas do que as receitas na aplica\u00e7\u00e3o\"\/><\/figure>\n\n\n\n<p><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Oportunidades nos mercados emergentes: Mariusz prev\u00ea que o crescimento das receitas dos an\u00fancios ser\u00e1 mais acentuado nos mercados emergentes, uma vez que estas regi\u00f5es t\u00eam frequentemente uma perspetiva econ\u00f3mica mais favor\u00e1vel em compara\u00e7\u00e3o com as suas cong\u00e9neres ocidentais. Esta mudan\u00e7a pode levar os programadores e editores a reavaliarem o seu foco geogr\u00e1fico e a adaptarem as suas estrat\u00e9gias de monetiza\u00e7\u00e3o para capitalizarem estas oportunidades emergentes.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><\/h2>","protected":false},"excerpt":{"rendered":"<p>In the ever-evolving world of mobile gaming, understanding the dynamics of ad revenue is crucial for developers and publishers looking to maximize their monetization strategies. We sat down with Google\u2019s Mariusz G\u0105siewski to discuss some of the latest data points on gaming revenue. Believe it or not, the potential for ad revenue looks pretty bright.&nbsp;&#8230;<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,8],"tags":[],"class_list":["post-11918","post","type-post","status-publish","format-standard","hentry","category-best-practices","category-mobile-marketing-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad Revenue in Mobile Games - IAA vs IAP | Tenjin<\/title>\n<meta name=\"description\" content=\"Google\u2019s Mariusz G\u0105siewski shares insights on mobile gaming revenue trends, revealing a promising future for ad revenue.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/pt\/blog\/ad-revenue-in-mobile-games-iap-vs-iaa\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad Revenue in Mobile Games - IAA vs IAP | Tenjin\" \/>\n<meta property=\"og:description\" content=\"Google\u2019s Mariusz G\u0105siewski shares insights on mobile gaming revenue trends, revealing a promising future for ad revenue.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tenjin.com\/pt\/blog\/ad-revenue-in-mobile-games-iap-vs-iaa\/\" \/>\n<meta property=\"og:site_name\" content=\"Tenjin\" \/>\n<meta property=\"article:published_time\" content=\"2024-11-26T10:08:01+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-14T10:51:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tenjin.com\/wp-content\/uploads\/2024\/10\/IAA-vs-IAP_social.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Tabarak Paracha\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:site\" content=\"@TenjinMMP\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tabarak Paracha\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tempo estimado de leitura\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/tenjin.com\/blog\/ad-revenue-in-mobile-games-iap-vs-iaa\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/tenjin.com\/blog\/ad-revenue-in-mobile-games-iap-vs-iaa\/\"},\"author\":{\"name\":\"Tabarak Paracha\",\"@id\":\"https:\/\/tenjin.com\/#\/schema\/person\/db2fe12be97c068ae993d5f1877b9bd2\"},\"headline\":\"Ad Revenue in Mobile Games &#8211; 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