The probe will be focused on investigating organizations involved in misleading advertisements of games when the actual game differs significantly.
A recent survey revealed that nearly 72% of individuals aged 35-54 and 46% of those aged 55 and above play mobile video games at least once a week. One surprising element of these gamers is that they began playing certain games after watching repeated ads, which were often misleading. As a result, they either experience a downgraded version of the displayed game advertisement or exit the game permanently due to dissatisfaction.
The gaming industry is facing a plague that is causing customer attrition and businesses to bleed advertising budgets. For the majority of game makers, 60% of their revenue is put back into advertising. The competitive landscape of mobile gaming has triggered a continuing trend of misleading ads on social media to lure users.
The Advertising Standards Council of India (ASCI) is now planning to launch a probe into such organizations to minimize malpractice while helping them safeguard advertising revenue from going to waste. However, their primary focus remains on flagging illegal betting ads.
Misleading ads are often a shortcut to attract users by leveraging curiosity or exaggerated promises. Developers focused on short-term metrics, like high click-through rates (CTR), may use this tactic without considering long-term consequences. This approach erodes trust and damages brand credibility. At Felicity Games, we prioritize authentic and engaging creative strategies, ensuring alignment between game ads and actual gameplay to foster trust and sustain user retention.
Anurag Choudhary, Founder and CEO of Felicity Games
While many companies engage in this practice without considering the long-term consequences, the new probe will help enforce stricter monitoring and action against such advertisers. The move will also empower advertisers to invest more money into in-game advertising opportunities, something that remains historically low right now. The lost faith of both consumers and businesses requires a rebooting of the advertising environment, urging businesses to make smarter and less clickbait content to lure users.
