Product manager for Messenger, Andrea Vaccari informed in a Newsroom post that Instant Games for Messenger will roll out worldwide for iOS and Android “over the next few weeks.”

During F8 last month, engineering manager Calvin Grunewald described the rich gameplay features that are coming to Instant Games in a blog post:

“At F8, we introduced rich gameplay features to give developers more control of the gaming experiences they create. Developers can customize their own start and end screens and integrate new APIs (application-programming interfaces) that can help drive share and connected gameplay. Rich gameplay features are laying the groundwork to support a wider variety of games that extend beyond the lightweight, score-based games currently offered on the platform.”

Vaccari provided more details in her post Tuesday:

“Rich gameplay features such as turn-based games (our most requested feature) can also weave in leaderboards and tournaments and offer more visually engaging and customizable game messages during play. Game bots help re-engage players by calling out new game options and encouraging competition with updates on the leaderboards.”

Zynga’s Words With Friends is one of the first games to jump on board, and it is currently available in Messenger as a “feature-rich, turn-based game,” Vaccari added. Next up, according to Vaccari:

“People will begin to see new features as game developers start to incorporate the new capabilities with one of Instant Games on Messenger’s biggest hits, Blackstorm’s EverWing, being among the first to use game bots. Depending on what device you use and where you are located, there are now up to 50 games titles available on Messenger, with more being introduced almost every week. We’re also excited to be bringing the world’s No. 1 pool game—Miniclip’s 8 Ball Pool—to Instant Games very soon. “

Vice president of messaging products, David Marcus, published a Facebook post:

“Ever since we launched Instant Games on the platform late last year, I’ve loved playing my favorites with my friends. Today, games on Messenger are getting even better. We’re rolling out the ability to play turn-by-turn games, like Words With Friends or 8 Ball Pool, as well as enabling developers to build games bots that will make games even more social. Today, we’re also unveiling nearly 50 new games and making games available globally. Game on!”

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A native ad is focused on an experience creation where the advertisement is a cohesive part of the content already being watched by any visitor. This term native means that it is a mobile in-app ad that matches the existing design, feel, form and function of the app, where it is shown.

Advertisers have always been struggling to scale their resources to align with the custom executions of native advertising requirements, mostly on mobile. Over the last couple of years, native has jumped pretty much due to the rise of programmatic in-app formats, enabling  advertisers to deploy their native ads easily, while it is also simple for publishers to offer them.

According to statistics, native is quickly becoming a major ad format. MoPub presented the first scalable solution for app developers. Since such introduction, MoPub showed that the number of apps with native ad inventory soared 251% from the first quarter of 2015 to first quarter  of 2016, while spending on native ads jumped 29.6% from the first quarter of 2016 to the second quarter of 2016.

As native ads are able to improve the in-app experience rather than disrupt the flow of consumption, people are more likely to read, process, click, and engage. Native ads show 220% higher CTR in comparison with their 300×250 counterparts (MoPub, 2016), while 58% of US millennials stated that native ads are more favorable for them — much larger portion than the combined percentages of banner, subscription, pop-up or other ads (Qualtrics, 2016) supporters. According to beta tests, a +56% hike in click-through install conversions on campaigns running native ads was achieved in comparison with other formats like static banner and interstitials.

Native ads take advantage of your existing assets what is useful for not wasting more time with preparation of a unique set of creatives for each publisher. Just check the “native” box in case of launch of a new mobile app install campaign on the TAP and the content of your ads is going to be automatically re-assembled to match each app’s unique design and layout.

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