Ad Blocking Woes: What I Think About Unskippable Mobile Game Ads

I recently came across a post online from someone expressing their frustration with unskippable ads in a popular mobile game. It seems they were stuck watching an ad for an extended period, unable to continue playing. This got me thinking about the overall state of mobile game advertising and how ad blocking solutions can play a crucial role in improving the user experience.

Let’s delve into the issues surrounding unskippable ads and explore the ad blocking strategies that can help you reclaim control over your mobile gaming sessions.

The Plague of Unskippable Mobile Game Ads

Mobile games often rely on advertising revenue to support development and keep the games free-to-play. However, the implementation of ads can sometimes be overly aggressive, leading to a negative experience for players. Unskippable ads are a prime example of this.

These ads force users to watch the entire duration, which can range from a few seconds to as long as 30 seconds or more, before they can return to the game. This interruption disrupts the flow of gameplay and can lead to significant frustration. While developers need to monetize their games, there’s a fine line between generating revenue and alienating their player base.

Why Are Unskippable Ads So Prevalent?

Several factors contribute to the prevalence of unskippable ads:

• Maximizing Revenue: Unskippable ads guarantee that the advertiser's message is seen, thus commanding a higher price. This makes them an attractive option for developers looking to maximize their advertising revenue.
• Competition: The mobile game market is incredibly competitive. Developers are constantly seeking ways to generate more revenue than their competitors, and unskippable ads can seem like a quick and easy solution.
• Lack of Regulation: There is limited regulation regarding the frequency and intrusiveness of ads in mobile games. This allows developers to push the boundaries of what’s acceptable.

The Impact on Player Experience

The use of unskippable ads can have a detrimental impact on the player experience:

• Frustration and Annoyance: Being forced to watch an ad can be incredibly frustrating, especially when it occurs frequently.
• Reduced Engagement: Players may become less engaged with the game if they are constantly interrupted by ads.
• Negative Perception: The use of intrusive ads can create a negative perception of the game and the developer.
• Churn: Players may ultimately abandon the game altogether if the ad experience is too disruptive.

Ad Blocking Solutions for Mobile Games

Fortunately, there are several ad blocking solutions that can help mitigate the impact of unskippable ads in mobile games. These solutions work by preventing ads from loading in the first place, thus eliminating the interruption and improving the player experience.

1. DNS-Based Ad Blocking

As we often recommend, DNS-based ad blocking is a system-wide solution that works at the network level. This means it can block ads not only in games but also in other apps and browsers on your device. It operates by filtering DNS requests, preventing your device from connecting to ad servers.

Pros:

• System-wide protection
• No app installation required (for Android 9+)
• Low battery consumption

Cons:

• May require manual configuration
• Can be bypassed by some apps that use encrypted DNS

My Take: DNS-based ad blocking is a great starting point for blocking ads in mobile games. It’s relatively easy to set up and provides system-wide protection without significantly impacting battery life.

2. Local VPN Ad Blockers

Local VPN ad blockers create a virtual private network (VPN) on your device to filter traffic and block ads. These apps typically maintain a list of ad servers and prevent your device from connecting to them.

Pros:

• System-wide protection
• More control over filtering
• No external VPN needed

Cons:

• App-based solution
• Can consume more battery
• May require granting VPN permissions

My Take: Local VPN ad blockers offer a good balance of control and convenience. They provide system-wide protection and allow you to customize the filtering rules to suit your needs.

3. Browser-Based Ad Blocking (for Web-Based Games)

If you primarily play web-based games on your mobile device, you can use browser extensions or browsers with built-in ad blocking to eliminate ads. These solutions work by filtering ads within the browser itself.

Pros:

• Effective for web-based games
• Highly customizable
• No system-wide impact

Cons:

• Only works within the browser
• May not block all ads
• Can break some websites

My Take: Browser-based ad blocking is a great option for blocking ads in web-based games. It’s easy to install and use, and it provides a high level of customization.

Choosing the Right Ad Blocking Solution

The best ad blocking solution for you will depend on your individual needs and preferences. Consider the following factors when making your decision:

• System-wide vs. App-Specific Protection: Do you want to block ads in all apps and games on your device, or just in specific ones?
• Ease of Setup: How comfortable are you with manually configuring DNS settings or installing VPN profiles?
• Customization: Do you want to be able to customize the filtering rules and blocklists?
• Battery Consumption: Are you concerned about the impact of ad blocking on your device’s battery life?
• Price: Are you willing to pay for a premium ad blocking solution with more features and support?

Recommended Ad Blocking Solutions

Based on my experience and the feedback I’ve gathered, here are some of my top recommendations for ad blocking solutions for mobile games:

DNS-Based

• NextDNS: Offers highly customizable blocklists, detailed analytics, and excellent performance. It’s a great option for users who want granular control over their ad blocking.
• AdGuard DNS: Provides easy setup, good default blocklists, and fast servers worldwide. It’s a good choice for users who want a simple and effective ad blocking solution.

Local VPN Apps

• Blokada: An open-source ad blocker with no external VPN. It’s highly customizable and free to use.
• AdGuard for Android: A comprehensive ad blocker with a local VPN approach. It offers premium features for advanced users.

Browser-Based

• Brave Browser: A Chromium-based browser with built-in ad blocking. It’s a great option for users who want a browser that blocks ads by default.
• Firefox + uBlock Origin: A powerful combination that offers a high level of customization and extension support.

Considerations for Game Developers

While ad blocking can improve the player experience, it can also impact the revenue of game developers. It’s important for developers to strike a balance between monetization and user experience.

Here are some considerations for game developers:

• Offer Non-Intrusive Ad Formats: Consider using less intrusive ad formats, such as rewarded video ads, which allow players to choose whether or not to watch an ad in exchange for an in-game reward.
• Optimize Ad Placement: Avoid placing ads in locations that disrupt the flow of gameplay. Consider placing ads in loading screens or at the end of levels.
• Provide Value: Ensure that the ads are relevant and engaging to the player. This can help to improve the player’s perception of the ads and reduce frustration.
• Offer a Premium Version: Consider offering a premium version of the game that removes ads altogether. This provides players with an alternative to ad blocking and allows developers to generate revenue from dedicated fans.

Setting Up Your Ad Blocking Solution

Once you’ve chosen an ad blocking solution, setting it up is relatively straightforward.

For iOS (DNS-Based):

1. Download the configuration profile from your chosen DNS provider.
2. Install it in Settings > General > VPN & Device Management.
3. Done!

Detailed iOS Guide →

For Android (DNS-Based):

1. Go to Settings > Network & Internet > Private DNS.
2. Enter the hostname from your chosen DNS provider.
3. Done!

Detailed Android Guide →

For Local VPN Apps:

1. Download and install the app from the Google Play Store or App Store.
2. Follow the app’s instructions to configure the VPN connection.
3. Enable ad blocking in the app’s settings.

For Browser-Based Ad Blocking:

1. Download and install the Brave Browser or Firefox.
2. For Firefox, install the uBlock Origin extension.
3. Enable ad blocking in the browser’s settings or extension settings.

The Future of Mobile Game Advertising

The mobile game advertising landscape is constantly evolving. As ad blocking becomes more prevalent, developers will need to find new and innovative ways to monetize their games without sacrificing the player experience. I believe that the future of mobile game advertising lies in non-intrusive ad formats, personalized ads, and alternative monetization models, such as subscriptions and in-app purchases.

By embracing these changes, developers can create a sustainable ecosystem that benefits both players and developers alike.

The frustration expressed by that gamer online highlights the ongoing tension between monetization and user experience. By understanding the available ad blocking options and advocating for less intrusive advertising practices, we can all contribute to a better mobile gaming experience.