Why do ads pop up when playing games? ——Analysis of the causes and countermeasures of in-game advertising
In today's digital entertainment era, in-game pop-up advertisements have become a phenomenon that players frequently encounter. This article will combine the hot topic data of the entire network in the past 10 days, conduct a structured analysis from the three dimensions of technical principles, business logic and user response, and attach the latest hot topic related data.
1. The core reasons why game ads pop up
| type | Proportion | Trigger condition |
|---|---|---|
| rewarded advertising | 42% | When obtaining game props/resurrection opportunities |
| interstitials | 35% | Scene change/end of level |
| banner ads | 18% | Continuously displayed at the edge of the interface |
| video ads | 5% | Actively click the watch button |
According to the 2023 Mobile Advertising Alliance report, the ARPU (average revenue per user) earned by free games through advertising reaches $0.18-0.35, which is the core driving force for developers to implement advertising.
2. Recent hot-related events
| date | event | Discussion popularity |
|---|---|---|
| 6.5 | Advertisements for a popular game popped up 23 times in a single day | Weibo read 120 million |
| 6.8 | Ministry of Industry and Information Technology’s new regulations limit advertising frequency | Baidu index 3.85 million |
| 6.10 | Players sue game company and win compensation | Zhihu hot discussion list TOP3 |
3. Technology implementation mechanism
Modern games usually integrate SDK advertising systems (such as Google Admob, Unity Ads), and their workflow is divided into:
1. Preloading: Cache creatives in advance in WiFi environment
2. Trigger detection: capture preset nodes through the game event listening module
3. Display logic: determine advertising type and frequency based on user portraits
4. Comparison of user response plans
| method | effectiveness | shortcoming |
|---|---|---|
| Buy paid version | 100% | Requires additional expenditure |
| Turn off the network | 85% | Affects online functionality |
| ad blocker | 60% | May be banned |
| System level restrictions | 45% | Only on some models |
5. Industry development trends
The latest data shows that the game advertising market in Q1 2023 will exhibit the following characteristics:
•Increased proportion of rewarded ads: A year-on-year increase of 17% due to higher user acceptance
•Popularity of programmatic delivery: RTB real-time bidding accounts for 68%
•Form innovation: CTR of playable ads increased to 4.2%
It is worth noting that the EU's "Digital Services Law" has recently required games to clearly indicate the probability of advertising, and my country's "Online Game Management Measures (Draft for Comments)" also proposed new regulations such as "the advertising close button should be prominently visible", which is expected to change the existing advertising display model.
Conclusion:The essence of game advertising is the exchange of value between developers and players. Understanding its operating mechanism can help make reasonable choices. It is recommended that players check application permissions before downloading, report excessive advertising issues through official channels, and jointly promote the healthy development of the industry.
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