Most developers start with launching the game and perfecting it later. While this is a good strategy to start with and most industry experts will encourage you to “just start”. However if you want to build a business, you need to have a long term plan.
That’s where the idea of building a gaming business with ads in mind helps from the start. If you introduce ads later on in the app, your visitors will question it. However, if they see it from the start, there won’t be any friction as they will think it’s part of your game.
And that’s what and more we discussed with Doruk Kaşoğlu, Founder of Peax, a growth marketing agency specializing in mobile app and gaming marketing. With over 100 successful projects and a portfolio spanning gaming giants to emerging studios, the agency has built a reputation for transforming ad monetization from a reactive revenue stream into a proactive growth pillar.
In an exclusive interview, Doruk shared insights that challenge conventional wisdom about how mobile games should approach advertising, drawing from Peax’s extensive experience managing millions of dollars in ad spend across hundreds of campaigns.
Ad Monetization as a Core Growth Pillar
Most studios follow a familiar pattern: launch with in-app purchases, then add advertising when needed. But this approach misses a crucial opportunity.
| “In-app ads are a core pillar of our growth strategy, not something added later,” Doruk explains. “They allow us to monetize the full user base, especially non-payers, and build a steady, predictable revenue stream. When ad monetization is well designed, it increases blended LTV and shortens payback, which directly fuels user acquisition.” |
| By treating ads as foundational rather than supplemental, studios unlock what Doruk calls a “repeatable system.” “Over time, this turns growth into a repeatable system rather than a one-off success, giving teams confidence to plan long term.” |
When ad revenue is baked into LTV calculations from day one, user acquisition teams gain bidding flexibility, portfolio managers can take calculated risks, and finance teams can forecast with greater accuracy.
Optimization: Where Real Impact Happens
Adding a new ad format feels cool, but sustainable growth comes from continuously improving all ad formats.
| “We see ad monetization as a continuous learning loop,” Doruk shares. “Testing new ad formats, bidding models, and networks is essential, but real impact often comes from details like rewarded video depth, hybrid bidding, and placement-level optimization.” |
| Peax’s data-driven approach emphasizes staying current with the ad tech ecosystem. “Closely following mediation updates and SDK releases helps us unlock gains before they become industry standard,” Doruk explains. “These incremental improvements may look small on their own, but together they reshape overall revenue performance.” |
This meticulous approach has delivered results: Peax’s clients have seen double-digit revenue improvements through continuous optimization, proving that small, consistent improvements compound into significant gains.
Also read: For better understanding of AdTech jargon like LTV, SDK, bidding, etc., check AdTech Glossary.
The Non-Negotiable: Protect Player Experience
Since we are talking about ads, the next biggest question people have is about user experience. Poorly implemented ads are a nightmare to both players and developers.
| “Player experience is everything in games, and monetization only works if immersion is protected,” Doruk emphasizes. “We monitor ad quality, load times, crashes, and frequency to make sure ads never interrupt core gameplay.” |
| The solution lies in sophisticated implementation. “Using session-based logic, progression-aware placements, and player segmentation helps ads feel optional and fair,” Doruk explains. “When players feel in control, they stay longer and monetization becomes sustainable.” |
Building trust with players is more important than your short-term revenue goals. Build with ads in mind but don’t get greedy and focus on player experience as well.
Advice for Mobile Game Developers
For developers navigating complex ad tech ecosystems, SDK integrations, privacy regulations, and profitability pressures, Doruk offers clear guidance:
| “Think about ad monetization as part of your core game design, not something to add after launch. Learn mediation in depth, understand how different networks compete, and stay on top of SDK updates and policy changes.” |
| He continues, “Test placements and formats regularly across different player segments and stages of progression. The best gaming teams build their own monetization loop over time by combining data, experimentation, and real respect for players.” |
The message is simple: ad monetization mastery isn’t about copying successful games. It’s about building expertise, maintaining an experimental mindset, and staying committed to serving players while optimizing revenue.
The Bottom Line
As user acquisition costs rise and platform changes create new challenges, ad monetization can’t be an afterthought. It must be embedded into a game’s DNA from conception through launch and beyond.
For studios willing to invest in this expertise, or partner with specialized agencies like Peax, the rewards extend beyond immediate revenue. They gain the ability to scale sustainably, weather market volatility, and build games that engage millions while maintaining healthy economics.
The path forward is clear: plan early, optimize continuously, and never sacrifice user experience for short-term gains. As Peax’s track record demonstrates, this approach doesn’t just work: it transforms how studios think about growth.
Doruk Kaşoğlu
Doruk Kaşoğlu is the founder of Peax, a growth marketing agency specializing in mobile app and game monetization. Under his leadership, Peax has completed over 100 projects, delivering results like 70% ad revenue increases and significant conversion improvements for clients including Mynet, Pegasus, and major mobile gaming studios.
As an official partner with Google, Meta, and TikTok, Peax offers comprehensive growth services from user acquisition to ad monetization. Based in Istanbul, Doruk’s data-driven approach balances revenue optimization with user experience.
