51% of mobile __game developers view ads as a "necessary evil" of the free-to-play space and say that their ads are cautious or experimental.
This is according to data from analytics and marketing firm DeltaDNA. The company surveyed mobile __game developers on their use of ads and attitudes towards them.
It found that 42% of developers only show a maximum of one ad per session to its users. This is an increase of 6% from a survey conducted by DeltaDNA in 2015.
The study also found that the number of developers showing ads in the very first session had dropped to 14%. This suggests developers are growing more cautious of showing too many ads to players.
This is backed up by the rest of the data. 36% of respondents said they were concerned that too many ads would lead to less player engagement. 29% claimed it would lead to lower player enjoyment.
Players churn
Interestingly, only 14% worried that increased ads would also increase the amount of player churn. Only 5% of respondents were concerned that it would lead to lower store ratings.
In terms of how developers view ads, 51% claimed that they were a necessary evil. 25% said that they were vital to the game's economy, while only 17% of respondents said that ads were "worth doing."
Regarding their actual approach to ads, 28% of respondents said that they were "experimental", while 22% said they were being cautious. 30% of developers claimed that their approach to ads was "balanced."
Also of note is the types of ads used by developers. 21% of respondents claim to be using interstitial ads, down from 67% in 2015. The number of developers using rewarded videos ads also dropped slightly, from 56% in 2015 to 44% in 2016.
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