Mobile marketing expert Matej Lancaric conducted a survey with approximately 200 gamers from the United States who regularly spend money on mobile games. He aimed to understand their views on misleading advertisements.
Three-quarters of the respondents indicated that they avoid games where the gameplay differs from what is portrayed in advertisements. They tend to delete such games as soon as they identify misleading content.
Furthermore, 40% of gamers reported leaving negative reviews for games that feature misleading ads, while 27% sought refunds.
On the other hand, 17% of gamers stated that misleading ads do not affect their decisions. This group often includes so-called “whales,” who contribute 60-80% of revenue in genres like 4X strategies, simulators, and social casinos.
Lancaric noted that these players are more focused on the depth of gameplay, progression, and competition, rather than on misleading advertising. He remarked that if misleading ads can significantly lower the cost per install, it often outweighs ethical concerns. The ongoing industry debate about the morality of this practice revolves around economic principles rather than player relationships.
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