New study reveals majority of APAC gamers find in-game mobile ads intrusive, leading them to discontinue playing

In ‘Unlocking Gamers in Asia Pacific,’ a new research from Omnicom Media Group (OMG) APAC sheds light on the relationship between gamers and in-game mobile advertisements in the region.

According to the study, which polled 12,204 participants across 13 countries—including Australia, China, India, and others—the majority of players find in-game mobile advertisements to be intrusive and quit playing altogether. While respondents’ views on the impact of in-game ads on in-person purchases varied, they expressed a preference for seasonal or recurring ads.

There was a surprising difference in the way Indian gamers felt about in-game mobile advertising. They thought they were a good experience. On the other hand, Hong Kong gamers were critical of companies for lacking originality and interest, which may be explained by the overabundance of repetitious commercials.

The poll is being conducted at a time when PwC projects that gaming-related advertising income will exceed $100 billion by 2025, a sign of growing advertiser interest in this sector. The report aims to provide a comprehensive image of gamers in Asia Pacific by exploring advertising and brand attitudes, gaming behaviors, preferences, and internet activity.

Chief Enablement Officer at OMG APAC Nina Fedorczuk stressed how crucial it is for marketers and brands to understand the many nuances present in the gaming industry. She pointed out that seeing gamers as a specialized group is insufficient and that appropriate strategies for enhancing gameplay without interfering with it need to be found. Fedorczuk highlighted the dynamic nature of the gaming environment, where individuals engage in a range of gaming activities, from social gatherings on the weekends to quick workday commutes.

A total of 12,204 respondents from markets including Australia, India, China, Indonesia, the Philippines, Malaysia, Singapore, South Korea, Thailand, New Zealand, Taiwan, Hong Kong, and Vietnam are included in the survey, with a gender distribution of equals. Two-thirds of the respondents were in the 25–44 age range, 20% were in the 18–24 age range, and 13% were in the 45–54 age range.

Original story by: Asia Gaming Brief