Developers can now create games for Facebook’s Instant Games product, which launched to all Messenger users in May 2017. As part of the change, Facebook’s Ad’s API is also now available to all developers, meaning we can integrate interstitial and rewarded video ads, powered by Audience Network, into games.
In a Facebook Newsroom post, product manager Michael Weingert said, “Monetization Manager will help Instant Games developers maximize revenue with advanced optimization tools, simplify management of ad placements across apps and provide enhanced analytics functionality and deeper reporting. We also added Instant Games-specific reporting into Facebook Analytics to help developers understand and optimize the unique social contexts of the platform.”
Weingert also said Facebook will soon roll out the ability for developers to create user-acquisition ad campaigns that will take players directly into games after they click ads on Facebook.
Why its hot
Instant Games is quickly building its roster of games. There are currently nearly 200 games available, up from 70 last December. By leveraging Facebook’s huge user base, game developers are able to get their games in front of a lot of people right away. And these new ad features opens another channel as well. These games, and ads, are another way Facebook is trying to keep people on the site.