Some mobile game developers "are actively targeting consumers that are more likely to pay for in-app purchases, or sit through a higher number of ads," explained Matthew Bailey, a games analyst at Omdia. In recent years, a number of mobile games have used ad videos that show puzzle game mechanics they do not use - or barely use - prompting complaints from gamers.
The ASA said the ads should not be used again. They showed a game where users pull pins in a specific order to solve a puzzle - though the actual games had totally different "core gameplay". The ads, for the Homescapes and Gardenscapes games, both come from developer Playrix. Two misleading ads for mobile games that bear little relation to the actual product have been banned by the Advertising Standards Authority (ASA).
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