Why do players tolerate intrusive ads for -free- games?

Free-to-play (FTL) models have become standard. They allow players to enjoy games without any upfront costs. However, this often comes at a price: ...

intrusive advertising. Players' tolerance for these ads varies widely, but why do they tolerate them at all? We explore some key reasons and aspects that shed light on this phenomenon in the gaming industry.

1. The Bait-and-Switch Model
2. The Desire for Progress and Social Recognition
3. The Long Tail Approach
4. The Psychology of Perceived Value
5. The Culture of Gaming Community Acceptance
6. Conclusion

1.) The Bait-and-Switch Model

One of the primary reasons players continue to play free-to-play games despite intrusive ads is the -bait-and-switch- model they often employ. Developers design these games to initially appear completely free, with all content available from the start. However, as players progress through the game, they are encouraged to make in-game purchases to gain a competitive edge or unlock more significant parts of the game that were not accessible without spending real money.

The initial perception of -free- entices users into downloading and playing the game. Once inside, the temptation to spend real currency on virtual items becomes heightened due to the perceived progress they can make with these purchases. This psychological trick is a powerful one used in marketing strategies across many industries, including gaming.

Players often seek progress within games as a form of entertainment and social recognition. In free-to-play mobile games, this desire is amplified through the acquisition of virtual items like characters, weapons, or special abilities that can significantly impact gameplay. These items provide players with a sense of accomplishment and progression, which helps them feel engaged in the game.

The temptation to speed up progress through purchases creates an environment where ads might seem more tolerable if they are seen as a small price to pay for continued enjoyment of the game without cost. Additionally, social recognition plays a role; purchasing virtual goods can make players look better to their peers who may not have access to such luxuries in-game.

3.) The Long Tail Approach

Many free-to-play games utilize a -long tail- approach where they aim to capture revenue over time from many users, rather than a few high spenders. This model relies on the cumulative effect of numerous small transactions across a large player base, which can still lead to significant profits when multiplied by the number of players.

Intrusive ads are one way this strategy is implemented and accepted by players. They may view these ads as a cost associated with enjoying a game that they would have paid for anyway but enjoy more due to the breadth of content made possible through such an open model.

4.) The Psychology of Perceived Value

From a psychological perspective, there's often a perceived value in something that is free or nearly so. This drives users to find ways to derive value from what they perceive as -free- - even if it's just the enjoyment of using their time and attention. In this case, players may feel they are getting some form of return for their engagement despite the ads, which can help them tolerate the presence of these interruptions more easily than they might in other contexts.

5.) The Culture of Gaming Community Acceptance

In gaming communities, there is often a culture where users share tips and strategies to get the most out of games without spending money. This community-driven acceptance contributes to players' tolerance for ads as they see it part of an accepted norm in this type of game ecosystem. Members of these communities may also engage with each other about ways to minimize ad disruption, suggesting that while not entirely comfortable with them, users are willing to compromise due to the overall enjoyment provided by the games.

6.) Conclusion

The phenomenon of players enduring intrusive ads in free-to-play mobile games is a complex interplay of psychological factors and economic models designed to maximize player engagement. The bait-and-switch model entices users through an illusion of costlessness, while the desire for progress and social recognition within the game provides motivation to spend virtual currency.

The long tail approach in business operations also plays a role as developers seek sustainable revenue streams from their user bases. Psychological factors such as perceived value and cultural acceptance among gaming communities contribute significantly to this tolerance. In understanding these dynamics, it becomes clearer why free-to-play mobile games can survive and even thrive despite the presence of intrusive advertisements.

Why do players tolerate intrusive ads for -free- games?