Why Mobile Games Focus More on Ads Than Gameplay
If you’ve spent even five minutes scrolling Instagram, watching YouTube, or playing another mobile game, you’ve likely come across one of those outrageous ads for games like Evony, Hero Wars, or King’s Choice. They usually show ridiculous scenarios, like someone pulling the wrong pin and killing their character, or choosing an obviously stupid path.
But when you download the game, it’s nothing like what you saw. The puzzles aren’t even in the game, or if they are, they show up once every hundred levels. This disconnect isn’t just annoying—it’s intentional.
So, why do these companies spend so much on bizarre ads instead of just making better games? Let’s take a closer look.
It’s All About the Business Model
The majority of these mobile games run on what’s called a freemium model. That means the game is free to download, but makes money through in-app purchases. These could be anything from cosmetic items to energy boosts to entire VIP systems that give paying players a major advantage.
Now here’s the part most people don’t know: around 1–2% of players generate the majority of the revenue. These high-spending users are referred to as “whales,” and they’re the ones keeping the game afloat financially.
That’s why these developers don’t need to make a perfect game—they just need to get enough people to install it so that a few of them start spending. The rest can either keep playing casually or drop off. Either way, the money is made.
Ads That Annoy… But Convert
You might think showing dumb characters making even dumber decisions would put people off. But actually, these ads are built to provoke a reaction. They’re frustrating on purpose.
- You feel smarter than the person in the ad.
- You want to prove it by downloading the game and “doing it right.”
- You remember it, even if you don’t click right away.
These ads are crafted after running endless A/B tests to find what gets the most clicks. And it turns out that showing someone fail is much more effective than showing someone win. That’s why the same format keeps popping up, over and over.
As explained in this article, frustration is a more powerful motivator than excitement when it comes to getting users to install something.
Why Not Just Make a Better Game?
It’s a reasonable question. If these companies are raking in millions, why not just make a good game that people actually enjoy?
Here are a few reasons:
1. It’s risky
Developing a high-quality game takes years and serious investment. If it flops, the losses are huge. Meanwhile, it’s much cheaper and faster to create a simple, ad-driven game that can be replaced if it doesn’t catch on.
2. Players don’t demand depth
A large chunk of the mobile gaming audience plays in short bursts—on the train, during lunch, while waiting in line. They’re not looking for deep storylines or complex mechanics. They want quick, satisfying hits of dopamine.
3. Discoverability is a nightmare
With over 1 million games in the Google Play Store and App Store combined, even a great game can get lost in the crowd. Without a strong advertising push, most players will never find it.
A great example of how even well-made games struggle to stand out is Monument Valley, a beautifully crafted puzzle game that initially relied on word-of-mouth before gaining traction. Not every studio can count on that kind of luck.
Some Games Actually Deliver
To be fair, not all mobile games fall into the trap of lazy gameplay and manipulative advertising. Games like Alto’s Odyssey, Dead Cells, and even Genshin Impact have proven that mobile platforms can support complex, artistic, and satisfying gameplay experiences.
The problem is, these titles are the exception—not the rule.
So What Can You Do as a Player?
Being a smart consumer goes a long way. Before downloading anything, take a minute to:
- Read actual user reviews
- Check gameplay videos on YouTube
- Look for in-app purchase pricing
- Ask yourself: Is this game designed for fun—or for extraction?
There’s also growing pressure on app stores and regulators to crack down on misleading ads, though enforcement is still limited. In the meantime, the best defense is a healthy dose of skepticism.
Final Thoughts
Mobile gaming has become less about crafting good experiences and more about running a well-oiled marketing machine. As long as the ad-driven model keeps making money, companies will keep leaning into it—no matter how misleading or ridiculous their ads may be.
But there are still good games out there. You just have to dig a little deeper to find them.
Cover Image Credits: AI Generated
About the Author
Bibhuranjan Editorial Officer, technofaq.org I'm an avid tech enthusiast at heart. I like to mug up on new and exciting developments on science and tech and have a deep love for PC gaming. Other hobbies include writing blog posts, music and DIY projects.
