Free-to-Play mobile games and advertisements go hand in hand most of the time. Most users don’t realize it, but mobile game companies take the quantity of advertising that appears in their games very seriously.
There is a fine line between having too few advertisements and not maximizing revenue through ads, and displaying too many advertisements and alienating the players, possibly causing them to lose interest in the game.
Game analytics company deltaDNA conducted a survey and of the respondents, 36% said that “less player engagement” is their primary concern when setting ad frequency in their free-to-play games.
29% of the respondents said they were mainly concerned with lower levels of player enjoyment in the game.
14% of the respondents said their main concern was increasing player churn.
6% were primarily concerned about potential loss of in-app purchase revenue, while 5% were concerned about a drop in ad fill rate,
5% were concerned about lower eCPM, and 5% were concerned about reduced store ratings.
Unity Technologies provided research results that show the types of ads that users of the free-to-play games prefer. 46% of the respondents prefer rewarded video ads, which are ads that provide some type of in-game reward after watching it. 29% of the respondents prefer full-screen picture ads, 20% said they prefer banner picture ads, and just 5% preferred interstitial video ads.
