[Event Report] Maximizing Ad Monetization While Preserving the Game Experience: KLab and CyberAgent Lead the Way in Hybrid Monetization
Expanding the Game Experience Through Ad Utilization: Practical Wisdom for Balancing User Satisfaction and Profitability
Skyfall Inc. (Headquarters: Minato-ku, Tokyo; CEO: Tomokazu Hasegawa; hereinafter “Skyfall”), operator of the user experience-focused reward marketing platform “SKYFLAG,” participated as a speaker at the “GAME FUTURE SUMMIT 2025” held on Wednesday, June 4, 2025. The event is a major offline conference for the game industry organized by Game8 Inc. and MOTTO Inc. Skyfall conducted a session under the theme: “Hybrid Monetization Strategies for Mobile Games: Increasing Game Revenue by Combining In-App Purchases and Advertisements.”
On the day of the event, CyberAgent, Inc. (hereinafter “CyberAgent”) and KLab Inc. (hereinafter “KLab”), both mobile game operators, were welcomed as guests. They discussed their respective monetization strategies for mobile games, along with real-world experiences and creative approaches to balancing advertisements with user experience. This release provides a report on the session along with the archive link.
・Archive Video: https://youtu.be/dph_liYGbmE
Agenda 1: Success Stories of Ad Monetization—”Boosting Revenue Without Destroying the Worldview”
The avatar-based SNS app “PIGG PARTY” operated by CyberAgent, and the action game “BLEACH Brave Souls” based on the popular TV anime “BLEACH” operated by KLab, have both successfully maximized revenue by introducing reward monetization while remaining mindful of the user experience and not compromising the game’s worldview. In this session, examples of actual initiatives taken by both services were introduced. It was discussed how both services initially focused primarily on monetization through in-app purchases at launch, but later decided to introduce ad monetization to generate revenue from a broader user base, particularly non-paying users.
[From “Showing” to “Guiding”: Creative Tactics for Leading Users Naturally to Ads]
Mr. Yokote from KLab spoke about the ad monetization efforts in “BLEACH Brave Souls.” He emphasized that because they operate the game using borrowed IP (Intellectual Property/copyright), they pay close attention to not damaging the worldview of the original work.
When introducing ads, the company informed users in advance, but initially received some feedback expressing uncertainty. However, by implementing offerwall-based ad monetization—where users voluntarily engage with advertisements in exchange for rewards—advertising came to be viewed as a positive experience that allows users to enjoy the game while earning rewards.
As a result, no significant negative user reactions were observed after the introduction of SKYFLAG. The session also highlighted how limiting ad placements to out-of-game areas, such as the home screen, enabled the game to preserve its immersive experience while successfully maximizing advertising revenue.
Mr. Maejima from CyberAgent also reflected on the challenges of introducing advertising into a virtual world such as PIGG PARTY, where there were concerns that ads could disrupt the game’s immersive experience.
To address this, the team focused on designing user journeys that encourage players to engage with advertisements voluntarily and positively. Examples included using in-game characters to naturally guide users to ads and incorporating ad viewing into quests for earning in-game currency. As a result, they were able to integrate advertising without creating a negative perception among users.
[The Difference After Implementation Lies in “Operational Power”: The Secret to Revenue Growth Through Consulting Support]
Mr. Maejima cited Skyfall’s thorough consulting support system as the deciding factor for implementing “SKYFLAG.” In response to this, Ms. Zama from Skyfall, who supports ad monetization through “SKYFLAG,” stated, “While ‘SKYFLAG’ is a system that can see a certain level of revenue effect just by introducing it, failing to operate it effectively makes it difficult to attract user interest, running the risk of missing out on potential influx opportunities.”
For this reason, Skyfall holds monthly regular meetings to identify timing where revenue is likely to increase and propose optimal promotion measures. As a real result, a track record was introduced where an initiative in May 2025 expanded the number of user influxes by approximately 2.5 times and boosted revenue by 3 times.
Agenda 2: Success Stories of Hybrid Monetization Utilizing “SKYFLAG”
Regarding changes in ARPU (Average Revenue Per User) among paying users after introducing “SKYFLAG,” Mr. Yokote from KLab shared that by providing a “simulated purchasing experience” to users who want to enjoy the app more deeply, they are offering a new choice not only to non-paying segments but also to paying users. This has also led to improved retention, establishing a framework where users can easily continue playing.
Furthermore, Mr. Maejima from CyberAgent mentioned that by leveraging the positive reactions of users when they receive rewards, they were able to build a structure where highly loyal users are more likely to experience “SKYFLAG,” stating that a mutually beneficial relationship for both the service and the users has been established.
Explaining the system supporting these achievements, Mr. Asami from Skyfall noted that as users accumulate successful experiences of easily trying offers (ads) and gaining rewards, it leads to an increase in the purchase amounts of paying users and improves the conversion rate of non-paying users into paying users. He also mentioned that through the utilization of ads, even non-paying users can gain a satisfying game experience on par with paying users, which ultimately contributes to improving overall motivation for the game.
(Speaker: Mr. Asami, Skyfall)
Agenda 3: The Future of Ad Monetization in Mobile Games
Mr. Maejima from CyberAgent commented that the mobile gaming market has entered a “warring states” era, where countless new titles compete for users’ time and spending. Looking ahead, he expressed the view that the adoption of ad monetization in mobile games will continue to accelerate, alongside growing demand from advertisers.
He also emphasized that revenue models relying solely on paying users have their limitations, underscoring the need for a hybrid monetization strategy that incorporates advertising.
Mr. Yokote from KLab noted that while ads used to have a strong tendency to give users a negative impression, in recent years, systems where users actively choose offers (ads) and obtain rewards through actions have become widely popularized, raising the level of acceptance toward advertising. He also shared that overseas, these types of ad frameworks have been accepted naturally for a longer time.
He explained that through this mechanism, a “win-win” relationship is built where users gain more opportunities to earn rewards, and the service side gains monetization. He shared an outlook that such reward monetization will spread even further as an important business model within Japan in the future.
About “GAME FUTURE SUMMIT”
GAME FUTURE SUMMIT is one of the largest business conferences in the gaming industry, specializing in game production and marketing. Launched under the theme, “Shaping the Future of the Game Industry Together,” the event brings together industry professionals to share insights and drive innovation.
On the day of the event, more than 1,500 game industry professionals gathered, greatly exceeding the number from the first event last year. With passionate stage content from speakers and active networking among attendees, it became a day that realized the goal of “creating the future of the game industry together.”
・Special Site: https://game-future-summit.jp/
・X (formerly Twitter): https://twitter.com/Game_F_S
・YouTube: https://www.youtube.com/@Game_F_S
About “SKYFLAG”
“SKYFLAG” is a reward marketing platform that prioritizes user experience.
It has established a unique model leveraging rewards and provides comprehensive marketing support across monetization, promotion, and research.
・Service Site: https://skyflag.info/
About “Skyfall”
Skyfall operates a reward marketing platform “SKYFLAG” with the mission of “creating a world where good things spread,” while also putting focus on the user experience.
The company also manages an authentic Texas Hold’em poker game “Poker Chase” and “Pocket Play,” an app where users can earn rewards by playing games.
| Company Name | :Skyfall Inc. |
| CEO | :Tomokazu Hasegawa |
| Address | :(Tokyo Head Office) 19F Midtown Tower, 9-7-1 Akasaka, Minato-ku, Tokyo :(Niigata Office) Nippon Life Insurance Niigata Building 7F, 2-4-10 Higashiodori, Chuo-ku, Niigata-shi, Niigata |
| Business Description | :Reward Marketing Platform Business and App Media Business |
| Number of employees | :190 (As of the end of March 2025) |
| Established | :October 2017 |
| Capital | :79,393,750 yen |
| Website | :https://skyfall.co.jp/ |
