Value exchange advertising in freemium games: Behaviour and attitude survey points to positive trends for gamers, developers and marketers

This paper describes research into value-exchange advertising in video games, finding that 'opt-in' and value-exchange ads created a positive response.

Value exchange advertising in freemium games: Behaviour and attitude survey points to positive trends for gamers, developers and marketers

Christine Arrington IHS Technology

  • Microtransactions used widely in freemium gaming will account for 39% of spending on games in the North American market by 2017.
  • In app purchases used widely in freemium games will account for 90% of worldwide spending on mobile games by 2017
  • Mobile, tablet and PC devices will account for 54% of spending on games content by 2017 in Western markets.
  • Developer interviews confirm that often as little as 5% of gamers playing freemium games pay for...

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