Skip to content

Are Ads in Games a Problem?

Are Ads in Games a Problem?

We begin this conversation with what we know: Americans love playing games, especially on mobile devices. TechCrunch has found that up to 11% of the time a smartphone user is on their device, they’re playing games – this can mean more than an hour and a half a day of game play time.

Gaming is a huge industry. Top video games command impressive prices: it’s often $60 or more for a new console game release, particularly in a popular franchise like Call of Duty or Super Mario. But the largest growth in the industry isn’t console games: instead, it’s free mobile games that are gaining new players at a stratospheric rate.

If the games are free, how do game developers make their money? The answer is advertising. Advertisers are often concerned at the type of reception they can expect from game players – sponsoring game play is still a relatively new concept for many retailers, restauranteurs, and small business owners. They’re worried that players will form a negative association with their brand due to the advertising.

[Tweet “11% of the time a smartphone user is on their device, they’re playing games.”]

In fact, the opposite is true. Janelle Benjamin runs SuperDataResearch, an analytics company that focuses on user transactions on free-to-play video games. She recently told Crain’s NY that ads aren’t problematic. “If you pay $60 for a game at GameStop, you don’t want to see ads. If you’re playing for free, you understand the trade-off.”

The question then becomes one of determining which games are the right avenue for a small business to promote themselves. Product placement, like the billboards in Gran Turismo, command jaw-dropping prices. Advertising via a mobile game is far more affordable. Other factors to consider are the appropriateness of the game to your customer base, how often that sort of game is played, and if the game encourages social sharing, including the ability to invite friends, which raises your brand visibility and maximizes campaign ROI. Be aware that exclusive advertising is always better than a shared platform: it’s much better to be the only advertiser in a game, rather than one of dozens.

To learn more about a neat retail game app that’s free for customers to play and offers an exclusive advertising platform, visit

Share This:

Book FREE Trial

We know that getting back into fitness is tough! Let us help you achieve your weight boxing workouts.

Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office