Finding a Balance with Ads

More than a third of mobile game professionals surveyed by game analytics company deltaDNA said their primary concern when setting ad frequency within free-to-play games was about depressing player engagement levels.

More than a quarter of respondents said they were primarily concerned about lower levels of player enjoyment, and 14% of mobile game professionals worry most about churn—that they’ll be cycling players in and out as they grow frustrated, rather than growing their user base.

Mobile game professionals weren’t just worried about player interaction. For example, 6% said they were concerned about potential loss of in-app purchase revenues, and nearly as many were concerned about a drop in ad fill rate.

Though advertising within mobile games can be intrusive to users, that’s not to say that all players dislike seeing it. Much of the advertising within mobile games is rewards-based, and research from Unity Technologies found that nearly half of US mobile gamers who play at least monthly prefer viewing rewarded video ads in free-to-play games.

Moreover, some 29% of respondents said they preferred full-screen picture ads to support their free gaming habit.

Worldwide, and aside from the VR professionals themselves, it’s also encouraging that investment in VR and AR companies has been on the rise. According to CB Insights, a venture capital research firm, since early 2014, more than $2.5 billion has been invested in VR and AR companies across more than 200 deals.