Mobile Ads Cause Gamers To Switch Off

Group of happy young Asian people play smartphone mobile video game, laugh and smile together at home. Fun weekend leisure activity, close friends relationship, or friendship party lifestyle concept

In-game mobile ads are making Asia Pacific (APAC) gamers ditch gaming, according to research from Omnicom Media Group (OMG).

The 12,204 respondents surveyed were asked to rank their attitudes towards ads when gaming on mobile. Most respondents say ads are too often causing them to stop playing the game. Respondents also prefer in-game ads to be seasonal or on rotation in a game set-up. Some remember the brand for a later purchase in the real world while others say such ads do not incentivise them to buy an item in the real world.

Interestingly, Indian gamers accept in-game mobile ads and perceive them to be a positive experience. On the other hand, those in Hong Kong feel brands are uncreative and boring, which is probably due to too many ads or their repetitiveness.

According to PwC, ad revenue for gaming is projected to reach US$100 billion in 2025, proof that brands have their eyes on this sector as gaming cements its position in culture. The report aims to offer a better understanding of gamers across the region and covers four areas: advertising and brand attitudes, gaming behaviours, gaming preferences, and online engagement.

“The gaming universe is an incredibly exciting one and there are numerous opportunities for brands and marketers. We need to understand the different nuances within the gaming ecosystem, including the types of moments gamers experience. For example, they can connect with friends via gaming over the weekends and be fully immersed in the experience but also play a quick puzzle game during a weekday commute. It is no longer enough to treat gamers as a niche audience because almost everyone is a gamer. Brands need to find the sweet spots for this audience and think hard about how they can add value to the gaming experience instead of blatantly interrupting it,” said Nina Fedorczuk, OMG APAC’s chief enablement officer.

The research surveyed 12,204 respondents and an equal gender split between males and females across 13 markets. They are Australia, India, China, Indonesia, Philippines, Malaysia, Singapore, South Korea, Thailand, New Zealand, Taiwan, Hong Kong, and Vietnam. Slightly more than two-thirds of respondents are aged 25 to 44 years old. The remaining 20 per cent are aged 18 to 24 and 13 per cent aged 45 to 54.

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