Mobile games frequently employ ads that disrupt gameplay, frustrating players with tactics like fake close icons and hidden interface elements. However, a shift towards immersive ads could improve user experience and engagement.
Current Ad Practices
Many free mobile games on platforms like the Play Store use ads that interrupt gameplay. These ads often pause tutorials or obscure game interfaces, creating a punitive experience for players. Developers opt for these intrusive ads because they are easier to implement and offer higher payouts.
Potential for Immersive Ads
Immersive ads present an opportunity to enhance the gaming experience without breaking immersion. Examples include in-game branding, such as stadium logos or storefronts, and roleplay-compatible ads like radio spots or livestreams. Rewarded ads, as seen in games like Crossy Road, demonstrate that players are willing to engage with ads when they offer tangible value, such as unlocking new features or content.
Future of In-Game Advertising
Developers are encouraged to move away from punitive ad models and towards creating honest, integrated ad experiences. By respecting players' time and providing value, developers can foster a more positive relationship with their audience, potentially increasing player engagement and willingness to pay for ad-free experiences.
