Whether it's an image of millions of tanks and warships laying waste to the enemy or a horde of soldiers on horseback, it gives these "power players" an ideal to visualize.Īccording to Joho, "The issue stems less from the gaming industry and more from the vague language of the FTC's Truth in Advertising law-along with the perpetual speedbump of a slow justice system. These are the players who are most likely to spend money on in-game purchases and make a bigger investment in the app, justifying the company's decision to offer the game for "free." The ads, therefore, offer a look at how someone would feel at the top of their game. How does a mobile RTS get advertised in a big-budget commercial featuring CGI military battles and Arnold Schwarzenegger that contains zero footage of the actual game itself?Īpparently, the reason this is done is because the ads are designed to attract "power players," which are users who will stick with the game beyond the initial download (and presumable disappointment). After seeing ads for the game Mobile Strike, Jess Joho of Vicedecided to investigate how it's possible for game companies to get away with advertising titles in this way. There has been quite a bit of research put into figuring out how companies continue to do this.
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