Mobile game industry tests video ads as way to revamp free-to-play apps

Can video ads make free-to-play mobile apps more attractive? Several mobile game developers are testing the idea of incentivizing users who are unlikely to make in-app purchases by offering rewards and level-ups for watching a streamed video advertisement instead.

For example, Futureplay Games CEO Jami Laes is working to advance the concept of V2P, or "view to play," to rebuild confidence among users who feel that the in-app purchasing feature of many F2P, or "free to play" games, is abused by developers. "Pretty much everyone is doing mobile ads the wrong [way] right now," said Laes. "Everybody's doing ads in a negative reinforcement moment: You've just lost, you've missed, you don't have something, you've failed, you can't get somewhere."

For in-depth coverage on how mobile video ads could revitalize F2P, check out this FierceDeveloper feature.