I understand that this may not be everyone’s cup of tea, but it is important nonetheless. It seems that in-play advertisements are here to stay. Advertiser Admix has published a report showing that in-play ads are looking set to become the new norm. This style of advertisement sees the ads placed in such a way that they do not distract the player. An example of this would be a billboard at a stadium in a sports game, for instance. The report included 80 respondents, across Android and iOS, including the likes of mobile gaming giants Gameloft.
In June 2020, Apple decided to remove their IDFA. This feature allowed developers to track user habits, without obtaining personal information. This data could then be used to send targeted ads to the user, thus generating revenue for the developers. According to this report, it seems that in-play ads seem set to be used to help limit the revenue loss from this change. And it’s easy to see why. The report from Admix shows that, according to the developers, 93% of their player base reported that the use of in-play ads had no effect on them.
As we can see from the graphs above, in-play ads became the most popular form of advertising fior mobile games. They surpassed the Reward Video, and were most successful in hypercasual games. However, they did see success across a range of genres. It’s easy to overlook this report. But it is something I believe we should be looking at. Mobile games, which were once a very obtrusive form of gaming, are becoming less so. In a market already so popular, this could very well push mobile gaming even higher.
Would you like to see more in-play ads in games? Not just mobile, but console games too? Do you welcome this less intrusive style of advertising? Let us know in the comments below!