Mobile games have become a staple of modern entertainment. With millions of users worldwide spending hours each day playing their favorite titles, mobile gaming has grown into a multibillion-dollar industry. However, despite its popularity, the mobile gaming community is plagued by one major issue: ads in mobile games are often perceived as irritating and intrusive.
The Impact of Ads on Mobile Game Player Experience
Advertising has long been a part of the mobile gaming ecosystem. For many players, ads are an inevitable aspect of playing their favorite games. However, if ads are not well integrated into the gameplay, they can have a negative impact on player experience (PX). According to a survey conducted by Gamezebo in 2018, 65% of mobile gamers felt that ads negatively affect PX.
The most common complaint about ads is that they interrupt the flow of the game. Players are often interrupted mid-game with an ad popping up on their screen, causing them to lose focus and potentially miss important events or challenges. This can be frustrating for both casual and hardcore gamers alike.
The Impact of Ads on Retention and Revenue
In addition to negatively impacting PX, intrusive and irritating ads can also have a negative impact on player retention and revenue. Players who find ads annoying are more likely to abandon the game altogether, leading to lower engagement and potentially reducing the game’s overall revenue. According to a study by Apptopia in 2019, 67% of mobile gamers said they would play fewer games if ads were more intrusive.
Furthermore, relying too heavily on ads can also lead to a decrease in in-app purchases (IAPs). Players who find ads irritating are less likely to purchase virtual currency or other in-game items. This can have a significant impact on the game’s revenue, particularly for free-to-play games that rely heavily on advertising as a revenue stream. According to a study by Sensor Tower in 2019, 45% of mobile gamers said they would spend more money on a game if ads were less intrusive.
Real-Life Examples of Annoying Ads
To illustrate the impact of irritating ads on mobile games, let’s look at some real-life examples. One common complaint among players is the use of interstitial ads, which appear between levels or sections of the game. These ads can be particularly intrusive, as they require players to wait several seconds to close, interrupting the flow of the game.
Another example of an annoying ad is the use of banner ads at the top or bottom of the screen. These ads are often static and do not blend well with the game’s design, making them stand out like a sore thumb. Additionally, these ads can be particularly irritating if they contain auto-playing video content that requires players to wait several seconds before they can continue playing.
Finally, some mobile games use ads that require players to complete a survey or watch a video in order to continue playing. These types of ads can be particularly frustrating, as they require players to take a break from the game and engage with an external platform.
Solutions for Mobile Game Developers
Now that we’ve looked at some real-life examples of annoying ads, let’s consider some solutions for mobile game developers to create a better user experience.
1. Limit Ad Frequency
One solution is to limit the frequency of ads in the game. Players who find ads irritating are more likely to abandon the game if they are shown too frequently. According to a study by Statista in 2019, players prefer games with no ads (32%) or ads that appear only once per hour (27%). By limiting ad frequency, developers can create a better user experience and potentially increase player retention.
2. Use Non-Intrusive Ad Formats
Another solution is to use non-intrusive ad formats, such as native ads or sponsored content. These types of ads blend well with the game’s design and do not interrupt the flow of the game. For example, a native ad might appear as part of the game’s menu or settings screen, allowing players to engage with an external platform without disrupting their gameplay experience.
3. Offer Incentives for IAPs
Finally, developers can offer incentives for in-app purchases (IAPs) to encourage players to spend more money on the game. This can be particularly effective for games that rely heavily on advertising as a revenue stream. By offering exclusive content or power-ups for IAPs, developers can create a sense of value and encourage players to invest more in the game.
Conclusion
Ads are an inevitable part of the mobile gaming ecosystem, but they do not have to be irritating and intrusive. By limiting ad frequency, using non-intrusive ad formats, and offering incentives for IAPs, developers can create a better user experience and potentially increase player retention and revenue. As the mobile gaming industry continues to grow, it is important for developers to prioritize the needs of their players and create games that are engaging, fun, and free from irritating ads.
