I’m often asked if display advertising generates game sales. In my experience, it almost always does, but rarely in a cost effective way. Display advertising is expensive and notorious for poor conversion rates. Plastering your game across sites like IGN may look rad, but if you calculate your campaign’s cost per acquisition (i.e., the price you pay per customer acquired, acheived by dividing your advertising spend by the number of people who purchase your game), its “radness” fades fast. Many indies have told me their CPAs were over $100 when their games were just $9.99. That’s basically giving someone $90 to buy your game!