Sam Kaufmann has been developing Windows games for a decade, so when Microsoft said it was cutting ad support for apps, he had to turn to his own ad network.
for Windows 10 devices in October of that year, Nadella told an audience in New York that "we're building the most productive phone on the planet." Panos Panay, who at the time was vice president of the devices group, described "the power of putting Windows in your pocket."For developers like Kaufmann, who live and breathe Windows, this appeared to be the opportunity to reach a broader audience with their mobile-friendly apps.
it would no longer support Windows Mobile and advised customers to switch to an iPhone or Android device.From there, Kaufmann started getting the sense that Microsoft was losing its appetite for helping out ad-supported games across other Windows devices. There were spammy ads, and black hat actors were taking advantage of their ability to infiltrate the system and make a cheap buck.
In trying to fill the void, Kaufmann has had to redirect the focus of his development team toward a market that was entirely new for him: ad-tech. He spent months talking to advertisers, researching best practices and trying to figure out what Microsoft got right and what went wrong. He also had to contend with Europe's General Data Protection Regulation , privacy legislation that went into effect in 2018, giving consumers more control over their digital data.
"I will try a few with my games and see which one works best and then move my games to the best one," Sonnemans explained. He said it's easy to incorporate new ad tools into the games, but in terms of whether he will be able to make as much money with them as he has in the past, "the proof will be in the eating of the pudding," he said.
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