“The mobile games market is a multi-billion-dollar business, and recently free-to-play mobile games have accounted for a large segment of the industry,” says Yubo Kou, a co-author at Penn State University of a study on the way mobile games are often misleading.
Kind of reminds me of back when I was a kid and Atari released the popular game, Pac-Man. on their 2600 console it was abysmal.
Many mobile game advertisements have been criticized for depicting gameplay that doesn’t reflect the actual in-game experience, leading to user disappointment and frustration. This practice, often referred to as “fake game ads,” involves showcasing engaging scenarios or mechanics in ads that are absent from the game itself.
Common Issues with Misleading Mobile Game Ads:
1. Non-Existent Gameplay Features: Advertisements often display unique game mechanics or puzzles that aren’t present in the actual game. For instance, some ads portray intricate problem-solving tasks, while the game is primarily a simple match-3 puzzle.
2. Over-Exaggerated Graphics and Rewards: Some ads showcase high-quality graphics or promise substantial in-game rewards that don’t align with the real game experience, setting unrealistic expectations for potential players.
3. Deceptive Mini-Games Representation: Certain games include mini-games that are featured prominently in advertisements, giving the impression that these mini-games are the core gameplay, whereas they are infrequent or peripheral in the actual game.
Notable Examples:
• Playrix Games: Titles like Homescapes and Gardenscapes have faced criticism for ads depicting pull-the-pin puzzles, which are only a minor part of the game. In reality, the main gameplay revolves around match-3 puzzles. The UK’s Advertising Standards Authority banned such misleading ads in 2020.
Impact on Players and the Industry:
Misleading advertisements can erode trust between players and developers, leading to dissatisfaction and a negative perception of the mobile gaming industry. A survey by the Interactive Advertising Bureau found that 56% of mobile gamers encountered ads that misrepresented gameplay, highlighting the prevalence of this issue.
Regulatory Actions:
Regulatory bodies like the UK’s Advertising Standards Authority have taken steps to address deceptive advertising practices by banning misleading ads and cautioning developers against such tactics.
For a more in-depth exploration of this topic, you might find the following video insightful: