Why False Advertising Persists in Mobile Gaming (And What We Can Do About It)
Misleading advertisements have become an infamous staple of the mobile gaming experience. But why does this frustrating practice continue unchecked, and what can we as players and developers do about it? As a longtime gaming commentator, I‘ve analyzed this issue from all sides. Here‘s what I‘ve found:
It‘s Profitable…For Now
Simply put, false advertising draws more downloads. With an average 2.2% conversion rate from install to purchase, sheer volume is key for mobile developers‘ bottom line. Exciting trailers intrigued 200 million downloads for hypercasual hit High Heels even if the actual game didn‘t match expectations.
Short term, these tactics work. Between 2016-2021, global mobile game revenues grew from $36.9 billion to $90.7 billion thanks largely to free-to-play titles monetized through ads and in-app purchases [1]. But such growth can‘t last forever on a shaky foundation of player distrust.
Weak Deterrence Allows Abuses
Platform policies ostensibly prohibit inaccurate advertising. However, enforcement rarely goes beyond requiring edits for explicit mismatches between ad creatives and gameplay. For example, Tapjoy faced no serious repercussions after tricking 2 million Clash of Clans players with fake reward offers.
Likewise, legal protections against false advertising mainly cover purchasable goods and services. Mobile games skirt these regulations as free downloads, though legislation is evolving. A class action lawsuit alleged Nintendo misrepresented loot box drop rates in Animal Crossing: Pocket Camp vioating local consumer laws about in-app purchases. Courts allowed the case to proceed in 2022 [2].
Players Feel Exploited…Developers Are Trapped
I‘ve interviewed both veterans and newcomers in mobile game development. None personally condoned manipulating players through ads, yet all admitted feeling immense pressure to boost their games‘ visibility and retention through any means necessary.
Top grossing charts and platform featuring algorithms reward raw install numbers and hyper-targeted ad engagement metrics. Meanwhile, organic discovery remains a huge challenge even for quality titles.
Of course, disillusioned players vote with their wallets and attention. 26% of mobile gamers immediately delete games that don‘t match advertising [3]. Developers might gain downloads but strruggle to retain players needed for long term success.
Rebuilding Player Trust is Key
So what needs to change? Players want honesty, while developers want sustainable careers. I believe solutions must balance both interests through mutual understanding and accountability.
For instance, trade groups like the IAB could establish an independent "Truth in Advertising" self-regulatory program with player representation. Participating developers would voluntarily submit creatives for review and commit to editing or removing ads deemed misleading.
Such initiatives may incrementally improve transparency on a large scale. But we don‘t need to wait for third parties. Players can directly start constructive conversations by providing actionable feedback and emphasizing when marketing properly reflects gameplay.
Likewise, conscientious developers should proactively avoid blurring ethical lines solely for visibility, instead focusing efforts on delivering quality experiences worthy of genuine word-of-mouth excitement. This approach still presents commercial opportunity with the added benefit of positive brand affinity.
Rebuilding broken trust in mobile gaming won‘t happen overnight. But if players, developers and platforms make concerted efforts to support ethical practices, we can get there together.
[1] Newzoo 2022 Global Mobile Market Report[2] Lopez vs Nintendo Co. Ltd, 2022 class certification
[3] GuardSquare Mobile Game Advertising Survey 2019
