App monetization: 4 bad reasons not to monetize an app thanks to in-app advertising

- I do not want to destroy the immersion of the players because I have a beautiful game

- I have a very good game, I will monetize only through in-app purchases

- I do not want to cannibalize in-app purchases

- My ARPU is big enough with in-app purchases

BAD REASONS!

All those reasons are bad reasons, because in-app advertising is a key for most of app developers. Even King, the famous gaming publisher that released "Candy Crush" is now doing in-app advertising thanks to rewarded videos.

The 2 main keys to succeed by introducing in-app advertising within an app or a mobile are: user segmentation and user experience. If those 2 conditions are analysed, adding in-app purchases will increase monetization, retention, virality and will impact the total growth of an app / game on any store.