Insight of the Day: New research from Omnicom reveals in-game mobile ads cause APAC gamers to ditch gaming
- InsightTrendsWorld
- Jan 2
- 7 min read
Detailed Findings
In a January 1, 2025 article for Prestige Online, Nafisa Singhsachathet discusses new research from Omnicom Media Group (OMG) APAC titled “Unlocking Gamers in Asia Pacific.” The study surveyed 12,204 respondents across 13 APAC markets to understand gamers' attitudes toward in-game mobile advertisements. Key findings include:
Ad Fatigue: A significant majority of APAC gamers report that in-game mobile ads frequently disrupt their gaming experience, leading to frustration and disengagement.
Regional Variations: Indian gamers show a higher acceptance of in-game ads and perceive them positively, whereas gamers in Hong Kong find these ads uncreative and monotonous.
Ad Preferences: Gamers prefer seasonal or rotated ads rather than repetitive ones. Some recall brands for later real-world purchases, though many do not feel incentivized to buy based on in-game ads.
Device Preferences: Mobile gaming dominates the APAC region, with high penetration rates across countries like Indonesia (96%), India (95%), and the Philippines (95%). PC gaming remains popular in specific markets such as China (69%) and Hong Kong (65%).
Gaming Identity: While 62% of respondents identify as "gamers," this varies significantly by region, with higher identification rates in China (86%) and lower in South Korea (37%).
Advertising Impact: Brands are advised to offer real-world incentives and create memorable in-game experiences to enhance ad effectiveness without disrupting gameplay.
The research highlights the growing importance of understanding regional nuances and gamer preferences to optimize in-game advertising strategies.
Key Takeaway
In-game mobile advertisements are increasingly causing frustration among APAC gamers, leading to decreased engagement and potential abandonment of games. To mitigate this, brands must adopt more creative, less intrusive advertising methods that align with gamers' preferences and regional cultural nuances.
Main Trend
Impact of In-Game Mobile Ads on Gamer Engagement in APAC
Description of the Trend
The primary trend identified by Omnicom’s research is the adverse effect of intrusive in-game mobile advertisements on gamer retention and engagement in the Asia Pacific (APAC) region. While mobile gaming continues to dominate due to its convenience and accessibility, the saturation of repetitive and poorly designed ads is driving gamers away. This trend underscores the need for brands to innovate their advertising approaches to enhance rather than disrupt the gaming experience.
What is Consumer Motivation
Seamless Gaming Experience: Gamers seek uninterrupted and immersive gaming sessions without frequent ad interruptions.
Value-Driven Engagement: Preference for ads that offer tangible real-world benefits or incentives.
Creative and Relevant Content: Desire for ads that are creative, contextually relevant, and add value to the gaming experience.
Respect for Personal Time: Minimizing disruptions to maintain the flow and enjoyment of the game.
What is Driving the Trend
Market Saturation: An oversupply of in-game ads leading to gamer fatigue.
Cultural Differences: Varying perceptions and acceptance of ads across different APAC regions.
Technological Advancements: Increased capability for targeted and personalized advertising, which, if mismanaged, can lead to negative experiences.
Economic Pressures: Brands vying for visibility in the lucrative gaming market, sometimes at the expense of user experience.
Who are the People Article is Referring To
Primary Audience: Mobile gamers across APAC regions, particularly those in high-penetration markets like Indonesia, India, and the Philippines.
Secondary Audiences: Brands and marketers looking to advertise within mobile games, as well as game developers aiming to monetize through in-game advertising.
Influencers and Industry Experts: Professionals involved in gaming and advertising who can influence and shape advertising strategies.
Description of Consumers’ Product or Service and Age
Products and Services:
In-Game Mobile Ads: Various formats including banner ads, video ads, and interactive ads integrated within mobile games.
Ad-Enhanced Gaming Platforms: Games that incorporate advertising as a primary revenue stream, offering free-to-play models supported by ads.
Real-World Incentives: Offers such as discounts, coupons, or exclusive content in exchange for interacting with ads.
Age Groups:
Young Adults (18-34 years): Predominantly engaged in mobile gaming, seeking both entertainment and convenience.
Teenagers (13-17 years): Increasingly involved in gaming, influenced by peer interactions and social media trends.
Older Adults (35-54 years): Engaging in mobile gaming for relaxation and stress relief, though at lower rates compared to younger demographics.
Conclusions
Omnicom’s research reveals that while in-game mobile ads present significant revenue opportunities for brands, their current implementation in APAC is leading to gamer dissatisfaction and disengagement. The findings emphasize the importance of balancing monetization with user experience by adopting less intrusive, more creative, and regionally tailored advertising strategies.
Implications for Brands
Ad Design: Develop more creative and engaging ad formats that complement rather than disrupt gameplay.
Regional Customization: Tailor advertising content to align with cultural preferences and gaming behaviors specific to each APAC market.
Incentive Structures: Incorporate real-world incentives to enhance the perceived value of in-game ads.
Frequency Management: Limit the frequency of ads to prevent fatigue and maintain a positive gaming experience.
Implications for Society
Digital Well-Being: Reduced ad intrusiveness can contribute to better mental health and reduced digital fatigue among gamers.
Economic Growth: Optimizing in-game advertising can sustain the growth of the gaming industry while ensuring consumer satisfaction.
Cultural Sensitivity: Promotes culturally relevant advertising, fostering greater respect and understanding across diverse APAC regions.
Implications for Consumers
Enhanced Gaming Experience: Fewer disruptive ads lead to more immersive and enjoyable gaming sessions.
Better Ad Relevance: More targeted and creative ads that resonate with individual preferences and cultural contexts.
Increased Trust: Brands that respect gamer preferences are likely to build stronger, more positive relationships with their audience.
Implications for Future
Innovative Advertising Solutions: Future developments will likely focus on integrating ads more seamlessly into games, utilizing AR/VR technologies for immersive ad experiences.
Sustainable Monetization Models: Shift towards models that balance revenue generation with user satisfaction, such as ad-free premium versions or voluntary ad viewing for rewards.
Regulatory Oversight: Potential for increased regulations governing in-game advertising to protect consumer interests and ensure ethical advertising practices.
Consumer Trend
Ad Fatigue from In-Game Mobile Ads Leading to Gamer Disengagement in APAC
Consumer Sub Trend
Preference for Seasonal or Rotational Ads: Gamers favor ads that rotate periodically rather than being repetitive.
Real-World Incentives from Ads: Increased interest in ads that offer tangible benefits like discounts or exclusive content.
Regional Ad Perceptions: Varied acceptance and perception of ads based on cultural and regional differences.
Device-Specific Gaming Preferences: Dominance of mobile gaming with notable usage of PC and consoles in certain APAC markets.
Gaming Identity Variations: Different levels of self-identification as "gamers" across APAC regions influencing ad receptiveness.
Big Social Trend
Sustainable and Personalized Advertising in Gaming: A shift towards creating ads that are tailored to individual preferences and environmentally conscious, enhancing both user experience and brand effectiveness.
Local Trend
Regional Customization of In-Game Ads: Developing advertising content that is culturally and contextually relevant to specific APAC markets, ensuring greater acceptance and engagement.
Worldwide Social Trend
Global Shift Towards Less Intrusive, Value-Added Gaming Ads: An international movement focusing on enhancing gaming experiences by making advertising more relevant, creative, and beneficial to gamers worldwide.
Name of the Big Trend Implied by Article
Ad Fatigue from In-Game Mobile Ads Leading to Gamer Disengagement
Name of Big Social Trend Implied by Article
Sustainable and Personalized Advertising in Gaming
Social Drive
Desire for Seamless and Value-Added Gaming Experiences: Gamers seek uninterrupted, immersive gameplay complemented by ads that offer real value and enhance their overall gaming experience without causing frustration.
Learnings for Companies to Use in 2025
Creative Ad Solutions: Invest in innovative ad formats that engage rather than disrupt gamers.
Cultural Tailoring: Customize ad content to align with the cultural and regional preferences of APAC gamers.
Value-Driven Ads: Incorporate real-world incentives to increase the attractiveness and effectiveness of in-game ads.
Frequency Control: Implement strategies to limit ad frequency, reducing the likelihood of ad fatigue and gamer disengagement.
Data Privacy Considerations: Address concerns related to data privacy by ensuring transparent and secure use of gamer data for personalized advertising.
Strategy Recommendations for Companies to Follow in 2025
Develop Creative and Engaging Ad Formats: Utilize interactive and visually appealing ad designs that integrate smoothly into the gaming environment.
Implement Regional Customization: Adapt advertising content to reflect the cultural nuances and preferences of different APAC markets.
Offer Real-World Incentives: Provide tangible benefits such as discounts, exclusive in-game items, or access to premium features in exchange for engaging with ads.
Manage Ad Frequency: Use data analytics to determine optimal ad frequency that maximizes engagement without causing fatigue.
Leverage Popular Games for Ad Integration: Partner with widely-played games like Fortnite to create immersive ad experiences within established gaming ecosystems.
Enhance Data Security and Transparency: Ensure robust data protection measures and clearly communicate how gamer data is used to personalize ads.
Foster Positive Brand Associations: Create memorable and positive ad experiences that gamers are likely to recall favorably in the real world.
Monitor and Adapt to Feedback: Continuously gather gamer feedback to refine ad strategies and improve overall ad effectiveness.
Collaborate with Game Developers: Work closely with game developers to ensure ads complement the gaming experience and do not disrupt gameplay.
Explore Alternative Monetization Models: Consider offering ad-free premium versions or voluntary ad viewing options that reward gamers, balancing revenue needs with user satisfaction.
Final Sentence (Key Concept)
In-game mobile ads are increasingly leading APAC gamers to abandon their gaming experiences, highlighting the need for brands to adopt more creative, less intrusive, and culturally tailored advertising strategies that enhance rather than disrupt the gaming journey.
What Brands & Companies Should Do in 2025 to Benefit from the Trend and How to Do It
Brands targeting APAC gamers should prioritize developing creative and engaging in-game ad formats that seamlessly integrate into the gaming experience. By customizing ad content to align with regional cultural preferences and offering real-world incentives, brands can enhance the value of their advertisements and reduce gamer frustration. Implementing strategies to control ad frequency and leveraging popular gaming platforms for immersive ad placements will help maintain gamer engagement. Additionally, ensuring data privacy and fostering positive brand associations will build trust and loyalty among gamers. Collaborating with game developers and continuously adapting based on gamer feedback will further optimize ad effectiveness, ensuring that brands can effectively reach and resonate with their target audience without driving gamers away.
Final Note
By adopting these strategies, brands can effectively navigate the challenges posed by in-game mobile ads in APAC, transforming potential disengagement into opportunities for meaningful and value-added interactions. Embracing Sustainable and Personalized Advertising in Gaming will not only enhance gamer satisfaction but also drive long-term brand loyalty and success in the rapidly evolving gaming landscape.
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