For years, the global games market has been growing. Gaming is big, and only getting bigger, and the mobile gaming market is a highly lucrative element of that expansion, with a high potential for continued growth. As smartphone and tablet users enjoy the likes of Candy Crush Saga, Angry Birds, Forge of Empires and Pokémon Go on a daily – sometimes hourly – basis, they are creating a situation where revenue from their gaming is expected to represent 42%of the global market, far greater than the more traditional PCmarket. Mobile gaming appeals to everyone. Those who would never consider purchasing a Nintendo Switch or a PlayStation, for whom the idea of a PC for gaming rather than for work is a head-scratcher, will log-on every day to play Wordle or the latest popular craze. People from all sociodemographic groups play, and almost 65%of the time people spend online is on smartphones and tablets, with gaming apps accounting for 32%of the total mobile time. Ads in gaming apps are crucial for developers as the source of their profits in both free and freemium games, allowing publishers to monetise user engagement. Apps also sell data related to user behaviour, such as how many seconds ads are viewed for, and the gamers’ flow experience after viewing. Unsurprisingly, companies are spending increasing amounts on mobile gaming advertising – about 75%of iOS and 90%of Google Play revenue came from mobile gaming apps, as they capitalise on the increased potential audience. But do these in-game adverts – popping up during play, or an everpresent click or tap away on the side of the screen – detract from the game itself? Some gamers show resentment towards ads in games, but do they cause players to stop playing, or can they be made to fit in with the game itself, encouraging both continue play and the watching of the adverts? CARRY ON GAMING The key to success for in-game ads is to ensure they are integrated with the game as seamlessly as possible; the design should have the same development approach as the game itself. Our research looked at the experiential value of gamers with respect to these in-game ads, and the consequences of viewing, such as positive word of mouth and the intention to continue playing the mobile game. We looked at Malaysian gamers who play a vehicular combat game called World of Tanks Blitz, a free-to-play massively multiplayer mobile game, and specifically at ads that give rewards, points or credits after viewing. We measured five dimensions affecting gamers’ experiential value: escapism, enjoyment, visual appeal, entertainment and social affiliation. Escapism is where an individual uses an online or gaming environment to alleviate feelings of depression, to escape from everyday hassle and pressure, or provide freedom and relief. Digital gaming is often associated with escapism, presenting something unreal but believable, removing a gamer from the routine of the real world to something entirely different from their ordinary life. Enjoyment shows how a game is seen as enjoyable, exciting, fun and pleasurable. It relates to the playfulness of apps, and is seen as the primary driving factor behind gamers’ behavioural intentions towards gaming apps. Visual appeal is associated with the harmony and pleasure users experience while playing a game, related to the attractiveness, design and appearance. Favourable visual appeal can lead to feelings of satisfaction, which can in turn increase the intention to carry on playing. Entertainment is the primary concern of online gaming. Games are designed to be gratifying, and a positive entertainment value leads to feelings of pleasure, increasing the likelihood on continued use. Social affiliation reflects the capacity of a game to provide opportunities for gamers to engage with each other socially, either through chat facilities or through playing the game itself. Gaming apps also allow gamers to act anonymously, enabling them to establish their own identities and build a virtual life for themselves. 52 |
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