False mobile game trailers: Why are there in A-T

Why are there so many false mobile game trailers? This is the question we are trying to answer today in this article.


You have probably crossed them by chance by lazingly scrolling up the news of your favorite social networks: mobile production gameplay images, usually of Casual type. Some are recurring: so that the hero is progressing, it is necessary to open the barriers that release water, lava or an enemy. The obstacles are particularly well-placed. Yet the player of advertising tirelessly spreads his shot and always inflicts his character an irrevocable sentence. The show is naturally frustrating. Then the author of the advertisement invites you to take up the challenge in your turn: “You will never be able to solve this” . Obviously, you know what you do well that you would do much better. So why not. But once the game is installed, the experience seems very different from what was shown. The multiple choice puzzle preview in the campaigns is overshadowed by a match 3 of type Candy Crush. It is the misadventure encountered by the players of homescapes and Gardenscapes in particular, two productions that account for more than 100 million facilities each in the Google Play shop and both under the aegis of the Playrix developer.

the true of the false

On the Quora Topics, the questions are frequent: “Why are there any advertisements for false Android games that show a different gameplay from the actual experience? Why do not develop developers do not create the games presented in advertisements if they know that people will love them? _ “. First comes the cost argument; To give life to beautiful ambitions, we must put the means. “_The game for which advertising is probably created by someone who wants to make money, so he has created a bad game and a beautiful advertisement” , suggests the user Max Schoen. Then sometimes the developer only has to truffle his title of a handful of paywalls so that the curious customer continues of MORDE to the hook: the latter first imagines spending a fun moment, necessarily see the gap Between advertising and reality, but persevere and ultimately loose a few euros in the hope of reaching the coveted gameplay. Another user, Adrian Hsiah, thinks of Evony, a free online and popular online kingdom building game. If the demands of this free-to-play had nothing debatable, they ended up Gradually drop their robust warrior effigy for a pretty girl in very minimalist medieval costume. And then over the campaigns and success, the images gradually revealed more and more lightweight outfits. Then the break point arrived: the last advertisement would not illustrate anything other than a pair of breasts in a bra. “Now now in secret“, was he written. The campaigns were so fruitful that a mobile version of Evony was developed. The teams have even managed to finance a $ 5 million spot to broadcast it during a Super Bowl. Demographic data available allow them to access plethora of information : How much is every advertising, which has seen, what are the recorded expenses. It becomes quite simple enough to test the lucrata of their campaigns.

Hilariously, the more sexy advertising, the more effective it was to attract new users. That it deserves the game with precision had no importance. Sex makes selling and using it, a small developer was able to attract a ton of attention to his game and attract a ton of users for relatively little money. Of course, only a small percentage of these users stayed once they realized that the game did not contain any breasts, but it was still more effective (and more profitable) than trying to compete with Honest advertisements.

The question of legislation

If we could believe that this fruitful business of the false trailer was grappling by a handful of obscure entrepreneurs, the reality is quite different. In 2017, the Vice Site focuses on large boxes that embellish their creations by the use of large budget advertisements and prestigious guests. “How can Free-To-Play businesses legally get away with this M * RDE? “, Is the media. At the Super Bowl 51 held the same year, Arnold Schwarzenegger makes the praise of the game Mobile Strike in an estimated spot at $ 5 million and with excessive explosions . Two years earlier, the same publisher, zone machine, invite Kate Upton to promote _Game of War: Fire Age. The pictures of the campaigns are spectacular and let it almost imagine a triple A in action. Portable in hand, the gameplay is pale. Vice reports via the Times that Game of War’s In-App sales doubled during Upton’s campaign. Mobile Strike, for its part, has risen in the first place of the most profitable games on the App Store during the Super Bowl . Certainly, the conversion rate is bad when it comes to comparing the number of downloads to that of actually paying players. But the result is enough for developers.

Comparative between a Mobile Strike advertisement and his gameplay.

Then indeed, the question arises: How can companies legally get away? It seems that the legislation remains nebulous on the subject, so that to a certain extent, companies can afford a few Freedoms. Jovan Johnson, a lawyer specializing in Applications in Johnson & Moo, based in Los Angeles, granted a few words to the journalist Jess Joho: The law can not keep the rhythm of technology“.

Legislators still need time to understand what is happening, including what can and went wrong, to determine how to try to regulate. Although the application markets and mobile games have been strong, since a handful years, they are still evolving. The Free-To-Play is not new, but I’m not sure we’ve seen something comparable to the size and consistency of machine area advertising.

Then hope to win a trial for misleading advertising against these studios, the complainants have every interest in proving that the claim is likely to mislead consumers “Rendy“. Johnson had still hope about the Impact of negative voices: “Mobile Strike did not even bother to show a real gameplay. Is it reasonable for a player to think that the game involves battles that take place on his desk or table? I am not sure that the answer is negative, especially given the rise of virtual reality “. In the fall 2020, Advertising Standards Authority, or the self-regulation organization of the Advertising industry in the United Kingdom, banned two deceiving estimated advertisements. Under the fire of the radars: homescapes and gardenscapes , which we mentioned earlier. The brief warning inscribed at the bottom of their videos indicating that “_All images do not do not represent the real gameplay “will not be enough to protect them. Seven individuals filed a complaint. For his defense, the Studio Playrix claims that the type of game shown in the advertisements is in its titles, or more precisely in its 10 mini- games scattered over a few thousand levels. And add that “ most users_” did not play long enough to realize it. But the ASA does not tell: “As advertisers were not representative games they were supposed Present, we concluded that they were misleading “. The organization noted that 99.97% of HOMESCAPE levels did not include the content shown in video. And if the case could have been used as a warning to other creators, it obviously did not discourage some. The developers of other games again, Alliance of Glory and war and Wit: Heroes Match 3, still adopt identical strategies on Twitter a few months later. And again today, it is not uncommon to recover the famous Playrix advertisements.

** It will not be easy to get rid of deceptive advertisements.
To appease our frustrations, in 2020 fate hero rescue on the Google Play Store.
The pitch is as follows: _ “Experience the real game that you always see in the Cool_ advertisements”.

On the program: 270 levels respect the gameplay promised in the false advertisements of Playrix et al.
The player slides barriers to release lava, water and other threats to trace the path of our hero.
So of course, the experience is not exempt from some inconvenience including 30-second advertising every two levels.
But the promise is held, at least. **
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