That's the ad revenue that the popular video game grossed in April on the free versions of its iOS and Android games by selling its inventory on Mobclix, a mobile ad exchange. Mobclix's technology lets a bunch of different ad networks bid against each other to place ads on mobile apps. Phil Larsen, CMO of "Fruit Ninja" developer Halfbrick Studios, said that while the 60-person company wants to control what types of ads appear in its games, it doesn't have the time or resources to manage the process itself.
"We want as much control as possible, but the more control you have, the more micromanagement that is needed and we don't have the bandwidth in-house nor do we really want it," he said in an interview. Mr. Larsen said the game could bring in more ad revenue if Halfbrick didn't work with Mobclix to filter out what he described as "spam ads for dating sites and things like that...stuff that doesn't have value."
Mr. Larsen acknowledged that while $400,000 a month is a decent chunk of change, it's not an exorbitant amount for a game that is as popular as "Fruit Ninja." But luckily for Halfbrick, the majority of the game's revenue comes in the form of downloads of the paid versions of its games and in-app purchases -- not advertising. "People see ad content and free content rising and think it must be at the expense of paid [apps]," he said. "At this stage for us, it's not true.""