Facebook is finally giving developers a reason to build games for Messenger while also opening a new revenue stream for the chat app. After launching HTML5 ‘Instant Games’ inside Messenger like Pac-Man, Space Invaders, and Words With Friends Frenzy in November 2016, today Facebook is allowing developers to add in-app purchases as well as interstitial and rewarded video ads. Players get a virtual good or bonus life in exchange for watching rewarded videos.
Facebook will take a cut of the ads shown in Messenger games that are routed from its Facebook Audience Network, and they’ll begin appearing in some games on iOS and Android. In-app purchases will only start testing on Android, with Google Play taking its standard 30% cut.
Developers who want access to the monetization beta program as Facebook rolls it out more widely can sign up here, while advertisers who don’t want their Audience Network ads from appearing in games can opt out. Facebook plans to roll out ad measurement and optimization tools for game developers soon.
The move should attract higher quality games to the Messenger platform, as until now, devs could only hope to build an audience and monetize down the line. Now with cash able to flow in through the games, it’s worth pouring more development resources into the platform.