You’re probably familiar with the disarming feeling. Whether you’re visiting a new website, watching a YouTube video or enjoying an intense battle on your mobile display, you are never fully protected from it. The moment you expect it the least, a colourful and, for the most part, tedious window pops up right in the middle of the screen to block the subject matter you just enjoyed. In a desperate attempt to sell something you’re probably going to loath from now on either way, another ad arrives to completely ruin the moment, be it your routine morning news scroll or a video you were watching to kill time during a bus trip. For a brief moment, it can suck out the enthusiasm to operate further. In the worst case scenario, it can genuinely spoil your mood for the rest of the day.
However, every cloud has a silver lining. Yes, indeed, Ad-hate is a true world-uniting force.
Why Do They Exist
First off, if it makes you feel better (though, that’s highly unlikely) Ethan Zuckerman, the guy who pretty much invented the uninspiring marketing practice, notoriously issued a worldwide apology for his actions. Thank you, Ethan, it’s accepted. Whether the guilt is redeemed, though, is still up for a debate. Envisioned as a well-intended substitute for displaced ad banners, the early ancestors of pop-up ads first appeared on the Tripod.com webpage – a mix of different early e-commerce patterns. From that moment on, the Pandora’s Box was pretty much crack opened.
Zuckerman later even proclaimed that this moment essentially was the beginning of the end for the internet as we know it, as it was then when advertising was chosen as the default model of financially supporting the online content. That, however, is a history which we frankly cannot undo. With that said, we can definitely try to fix it.
The world is a beautiful place, and the vast plethora of ad-blocking and filtering services allows us to escape the horrors of endless windows, popping and blocking each other, thus, completely annihilating any possibility of joy. Meanwhile, the experts in the field are working off their socks to find alternative methods of supporting online services. Right now, it really looks like we’re off for a better, completely ad-free future. Well, at least, in the conventional global network ecosystem.
…But how about mobile games?
The New “Battlefield”
Nope, that’s not even a reference, mobile gaming environment truly is a battlefield, infested with nasty, and at times – intentionally covert ads that can make one spend a fortune for useless stuff. The scheme is pretty easy. You download an appealing looking faux freebie (known as freemium) that, depending on the platform you acquired it on, may or may not warn you about the in-app purchases (though these are not necessarily the only thing the ad might “market”). You happily play through the first few levels only to be suddenly disturbed by a seemingly friendly reminder of all the stuff you can but within the context of the app/game. Although you can usually choose to skip the procedure, it’s safe to say that in order to beat the next levels, there’s pretty much no choice but to open your wallet. Either you buy the “recommended” stuff, or enjoy the same, unbeatable level for the rest of your days. Although these are not ads per definition, it’s a close call when it comes to the reaction they are able to instigate.
Next to that, we also got “genuine” ads marketing other games, new motion picture series, or presenting you with an invitation to some kind of a “10 steps to success” program. Again – most of these clearly are desperate attempts to earn via advertising. However, this is not just all black and white. For the majority of these occasions the game developer simply had no other chance.
There Are Some Ads You Should Read Twice before Throwing Away Your Device
Yes indeed, with all the roasting above, mobile advertising, is essential to the survival of the most mobile games, and it’s only understandable for the developer to employ it, as means to keep the creative factory running. Even more, as it turns out, the majority of gamers are completely satisfied with the situation. As pointed out in the article “Game On: How do gamers feel about advertising” by Amelia Zins, 73% of mobile gamers are happy with the ad-funded model so widespread in the mobile gaming ecosystem. The explanation behind this? For the most part, gamers are aware that the developers of their beloved game need to monetize their content in order to keep producing it. Call it as you wish, but it looks like simple case of mutual understanding.
Monetizr, however, takes a completely different path of content monetization that’s based on equal benefit mechanics.
Any in-app content that the gamer might encounter in a game that employs Monetizr, can only be beneficial to his/hers subsequent experience. There’s no unhealthy pushing here, it’s just a convenient way of saying – you want this game-branded phone case? Then beat that irritating boss or finish a particular puzzle challenge. Simple as that. More than anything else, what the Monetizr generates, can be viewed as incentives, provided to keep the player’s enthusiasm burning. Any informative screen within the Monetizr universe thus becomes a new turning point and a reason for the gamer to continue his/hers quest for rewards. As the gamer continues, to enjoy the game and acquire new merchandise items, the developer keeps on earning and creating new, satisfying content.
It’s really not that Bad
ot everything is as dark as it’s painted. Pop-Up ads (or any kind of ads for that matter) have become a mere nuisance for the desktop users, while it’s a completely different story in the mobile gaming environment. Not only ads function as a natural way for mobile games to survive by supporting each other, the gamer is actually ready to endure for the sake of playing his beloved game further on! And, by doing so, he/she is helping somebody else’s favourite game to stay in the circulation. One might actually conclude that we’re witnessing the phenomena slowly drowning in the annals of the Global Network history while the advantages that this simple technology has brought us, for the first time are being utilized for a genuinely sensible purpose. Monetizr, quite frankly, is a vivid example of the latter.