Nexters

Misleading (Non-Core) Gameplay Ads Research 2023

• Approximately 75% of Western players and 70% of Japanese and Brazilian players find the mechanics shown in misleading ads more engaging than the actual core gameplay of the advertised titles.
• Between 35% and 46% of gamers continue playing a title despite recognizing that the advertisement does not accurately represent the core gameplay experience.
• Ad recognition is widespread, with 91% of U.S. respondents and 71% to 77% of respondents in other surveyed regions reporting exposure to non-core gameplay advertisements.