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Mobile gaming is no longer just a casual pastime; it’s a global entertainment powerhouse.
As players spend more of their screen time in-game, developers are exploring new revenue strategies. However, in the search for quick wins, some rely on disruptive ads that can temporarily boost engagement but erode user trust and compromise long-term growth.
To understand how ad experiences impact real players, Google AdMob partnered with Deloitte on a comprehensive global study. We surveyed 7,000 gamers and conducted a diary study with 50 participants across five countries.
The takeaway? Prioritizing the player experience is the most sustainable path to profitability.
The cost of disruption
Not all ad interactions are created equal. Disruptive features designed to force engagement might briefly lift results, but they backfire in the long run. A user’s likelihood to churn increases by 6% to 7% with just one single exposure to a disruptive ad feature. They don’t just close the ad; they leave the app.
Gamers don’t inherently hate ads; they hate deception. Players are highly willing to engage with advertising when it respects their intelligence, control, and time.
Unlocking commercial value
Focusing on the user experience isn’t just good for players. A user-centric model keeps players active for months, not days. When publishers prioritize quality, the business outcomes are clear:
- Stronger retention: 72% of gamers who experience high-quality ads continue playing the game immediately.
- Increased playtime: 20% of players report playing a game more often when ads are consistently well-executed.
- High-value engagement: This positive effect is especially pronounced among top players. Over a third (37%) of heavy gamers and high spenders would play a game more often after a positive ad experience, compared to just 24% of casual players.
By protecting the gameplay environment, publishers can drive DAUs, boost overall session volume, and build a highly receptive audience for both in-app purchases and advertising.
A 3-step playbook for user-first ad design
The research is clear: the future of app revenue is built on trust. To build a high-performing ecosystem and move away from short-term tactics, developers should focus on three core pillars:
- Predictable Functionality: Ads must behave exactly as expected, with zero forced redirects or deceptive placements.
- Control & Choice: Over 50% of gamers rank standard skip features as a top requirement to make longer ad experiences acceptable.
- Fair Value Exchange: Rewarded ads that offer meaningful in-game incentives turn players into active, willing partners in the monetization exchange.
Google AdMob is committed to helping you implement a high-quality, sustainable monetization strategy. Let’s build a better mobile gaming ecosystem together.
Download the full Deloitte and Google AdMob report.
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