Ad-based monetization mechanisms have established themselves in the mobile market in recent years. There are many providers and related SDKs that need to be implemented in our games. From a business perspective, they make completely sense. Players get free entertainment and in change they are exposed to promotions.
To date I haven’t met a single game designer who likes ads. Why?
The answer is very simple, ads work against the game itself from a gameplay perspective. You are participating, you are involved in the game and you are offered to see an ad. This advertisement may also take you out of the game to install a new one. Generally, in fact, advertisements in games are for other games.
This is working against your own game, risking losing the players’ attention. In the long term, among other things, they can be really boring and affect people’s retention. Too many announcements, I’m not coming back!
I as a player, and I’m sure I’m not the only one, use ads as breaks. I start the ad to get a benefit, I move away from my cell phone to do other things. The ad is a pause.
But does it have to be this way?
Advertisements are an opportunity for entertainment and television has demonstrated this. The ads could be very funny.
- We could show things more related to the universe of the game itself. If we refuse privacy permissions, the advertisements are generic and random.
- We could integrate the content with the characters and lore of the game we are playing. Instead of starting a generic video, the characters could give us purchasing advice. With new programs that use machine learning algorithms, this blend is very workable.
- You could show ads alongside recommendations for the game we are playing. You play the ad, and a video plays that explains specific things about the game. In the bottom half, the announcement of another game. This way, seeing a video makes sense and we will also show an advertisement.