In-Game Advertising Survey Results 2016
An in-depth study of F2P in-game advertising
- Respondents were on average more uncertain they taking the right approach compared to the 2015 survey
- Advertising approaches have become more restrained
- The use of interstitial advertising is falling dramatically
- Player retention is of low importance when setting ad frequency
- Confident or effective respondents have a very different approach and outlook
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“In 2015 we ran our first version of this survey to establish the patterns in the approaches taken by developers of free to play (F2P) games, and were surprised at the widespread lack of confidence displayed.
This year, we have repeated the survey, keeping a core of the questions the same so we can identify trends, updating some questions to reflect changes, such as the coming of playable ads, and adding some new questions to further explore some of the surprising results thrown-up last year.
From talking to game developers around the world, it’s become clear that there is a lack of commonality to the approaches taken and no real migration towards an established form of best practice”
Mark Robinson, CEO deltaDNA
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