Added: Brison Kurland - Date: 09.08.2021 16:55 - Views: 22796 - Clicks: 2638
It is no secret that in the world of mobile games there have been some questionable practices in the past aimed at earning as much money as possible in this rapidly growing market. Loot boxes, pay to win tactics, and other such techniques have helped mobile games evolve into a market focused on profit and quick customer acquisition. Inthe mobile gaming community saw the explosion of yet another one of these issues: a misleading advertisement for mobile games.
While misleading advertisement itself is not a new issue and has been a part of the advertising world for quite some timebrought a lot of games that utilized misleading to the point that creatives showed completely different gameplay and graphics. Homescapes and other titles from Playrix are notorious for promoting the game with fake ad stories: saving character, solving a puzzle, or finding hidden objects. But when players finally see screenshots on the App Store and Play Store or play the game itself, the gameplay turns out to be a match-3, similar to a Candy Crush or Bejeweled.
There is also a variety of fake ad storylinesamong the most popular are house-repairing, loot puzzle, character-saving, choose your own story, and hidden objects. Why Do Companies Do This? Misleading advertising occurs mainly as companies try to stand out from their rivals on the mobile game market. In looking like the next big hit or mimicking the newest craze, companies can pull gamers to their products much easier than if they look like another match-three game. While match-three games have been around for years and feel like much of the same, the glossy packaging of a new advertisement changes the look and excitement of it for new players.
This pulls them into games they otherwise might not have downloaded. So why do companies still do it? Even with a vast of players deleting these mobile games after being disappointed, a of players will get past the miscue and keep the game. These are players who often would not have downloaded the game in the first place without the exciting advertisement that first drew them in. Companies end up coming out ahead in the long run as a result of running such misguided advertisements. One of the biggest questions that accompanies any new trend in advertising or gaming is how long the trend is likely to last.
Truthfully, for misleading advertisements, there is no simple answer. Players have already expressed frustration over Playrix by launching a petition on Change. Negative reviews based on misleading advertising are plenty, but they also often get buried under paid reviews and other positive comments. The more frustrated players are with being duped, the less likely the trend will continue as players will stop downloading these games in the first place. The market itself is also fast-paced with an every-day increasing volume of mobile games. With how quickly the market moves, this may lead to the misleading advertising trend losing its longevity.
Once they create these new and effective tactics, the market will move on again. There has been the question of legality as well. Is it fair enough to expect one style of gameplay based on a trailer when tucked away on store s, they do list a single screenshot of the real gameplay? The law has always struggled to keep up with the fast pace of technology, especially in the mobile game market. By the time laws have been updated to reflect the issue better, the market will have moved on to a new tactic.
There is still plenty we can learn from the good and the bad of this trend on the mobile gaming market.
The market is full of options for gamers and can be almost overwhelming when they choose what to play. With so many options for players to choose from, publishers need to do everything they can to make their game stand out from the crowd. On the mobile market, misleading advertising has seen success as players download their games, but even with a of customers deleting the game upon disappointment, plenty keep the game and continue playing.
It means user acquisition makes all the difference in the overwhelming mobile market. For players, there is a need to double-check what they see. Often, players make their decisions on what games to spend their time and money based on the advertisements they see. If players are required to spend more time researching how accurate advertising is compared to the game itself, they may be less likely to download the game in the first place. Another question without an answer is will this expand beyond the mobile market into console and PC games?
If it does, what does this mean for the gaming world overall? At least for now, PC and console market keep out of this trend, basically because the user acquisition approaches are quite different. While the future of misleading is unclear enough we believe it will run its course in — due to the fast-growing market and UA progress. Medium is an open platform where million readers come to find insightful and dynamic thinking.
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