A majority of mobile gamers (71%) are happy to accept in-game advertising as long as this enables them to play the games for free, according to new research by Facebook.
With mobile game in-app ad revenue expected to reach a whopping $51.4 billion in 2020, these findings offer an interesting insight into how gamers feel about ads.
Based on a survey of 6,000 mobile games, 400 developers and 100 advertisers in China, Germany, Japan, South Korea, the UK and the US between December 2016 and May 2017, the study noted that gamers were playing games 3.6x longer than spending time in the next largest app category.
Consumers seem to have become accustomed to the value exchange in which free mobile games operate. Indeed, 57% of gamers who choose not to pay to avoid seeing ads accept them. That number is even hire for US gamers at 70%.
However, a majority (54%) of users do prefer rewarded apps, addressing their desire for a transaction. Rewarded video ads were also found to promote feelings of happiness. In addition, they boosted willingness to spend on micro transactions in-app among users.
Surveyed mobile gamers also said that rewarded ads were useful in comparison to other formats.
At the same time, advertisers need to ensure that users are still getting the option. If a consumer gets to actively decide whether to view an ad or not, the ad led to a 10-15% uplift in the game’s app store rating.
When compared to formats such as banners or video interstitials, app users seem to have a clear preference for rewarded video ads.
The survey findings highlight that mobile gamers are generally accepting of mobile ads as long as these adhere to less intrusive formats and preferably offer something in return.