Misleading ads have been a staple of mobile game marketing for years. From exaggerated gameplay sequences to outright fabricated mechanics, these ads are designed to capture attention and drive downloads. But as players become more critical, the industry faces a crucial question: Do misleading ads still work, or are they causing more harm than good? We talked to Vincent Scala, industry expert and CEO and creative director at Work Dog Studios, about the impact of fake ads.
Short-term gains vs. long-term retention
“Misleading ads, especially in the early days of gaming, were all about selling a compelling fantasy. From flashy arcade cabinet artwork to the exaggerated promises of 8-bit games, these ads created a world that excited and enticed players. They weren’t meant to deliver exactly what was shown but rather to spark curiosity and draw users in with the thrill of something greater. In the short term, this approach worked, as players were eager to experience the dream being sold.” But according to Vincent, the challenge lies in balancing fantasy with reality.
“If users feel misled, if the fantasy doesn’t align with what they actually experience, they’re likely to disengage quickly,” he explains. “Short-term retention suffers if players don’t get what they expect.”
“At Work Dog Studios, we recognize that while pushing creative boundaries and selling an idealized version of the experience can capture immediate attention, it also risks short-term retention if the gap between expectation and reality is too wide. If users feel misled, if the fantasy doesn’t align with what they actually experience, they’re likely to disengage quickly.”
How player tolerance has evolved
Players today are more skeptical than ever. Early mobile games like Clash of Clans and Mobile Legends popularized the trend of fantasy-driven ads, but as Vincent points out, “The numbers don’t lie. If players feel duped, they’re out, and they won’t hesitate to leave a bad review.”
Negative feedback on misleading ads has intensified, with games like AFK Arena facing backlash for showing unrealistic gameplay. Younger audiences, especially Gen Z and millennials, want more transparency. Developers now face increasing pressure to make sure their ads align with the actual in-game experience.
Will misleading ads decline or persist?
Despite growing consumer awareness, misleading ads are unlikely to disappear. Some markets, particularly those centered around gambling and quick-reward games, still rely on exaggerated promises to drive downloads.
Vincent highlights key reasons why misleading ads continue to thrive:
Instant gratification – High-risk, high-reward games like gambling and sweepstakes apps use misleading ads to create an immediate emotional response.
The fantasy factor – Even when players know an ad might not be entirely accurate, the dream of an exciting experience keeps them engaged.
Regulatory gaps – While discussions about misleading ad regulations are increasing, enforcement remains slow, allowing companies to operate in a legal gray area.
Niche effectiveness – In industries where the emotional appeal of big wins and easy rewards drives engagement, fake ads remain a viable strategy.
While transparency is becoming more critical, Vincent acknowledges that misleading ads still have a place, especially in markets that thrive on quick engagement rather than long-term player loyalty.
Ad creative trends that drive engagement
For developers looking to maintain high engagement, here are Vincent’s ad design trends that have proven effective:
High-energy immersive visuals
Flashy, high-energy visuals are still the name of the game. Look at TrialMix Love & Pies, it’s got that vibrant, eye-popping style that immediately pulls you in. The cuteness factor is high, and it’s all about creating that instant “I want to play” moment. Then there’s MobilityWare Solitaire. It’s clean, simple, but it still packs a punch with its polished, user-friendly visuals that tell you right away what you’re in for: a smooth, satisfying experience.
Selling the fantasy (but keeping it real)
The secret sauce is selling the fantasy without overselling it. Love & Pies does this perfectly. It shows off the dream. Building a cute little café, solving fun puzzles, but it doesn’t try to promise something that isn’t there. Players know what they’re getting, and it’s exactly what they want. On the other hand, MobilityWare Solitaire nails the fantasy of a chill, easy card game, and that’s exactly what you get. No surprises, just the pure satisfaction of relaxing play.
Short punchy messaging
Players are on the go, so the best ads don’t drag things out. They get straight to the point, and they do it fast. Love & Pies shows you enough of the fun puzzles and charming café vibes to hook you in right away. MobilityWare Solitaire is no different. Quick, clear visuals of the game mechanics, no fluff, just exactly what you need to see to make you want to dive in.
Real gameplay footage
Showing real gameplay is always a win. MobilityWare Solitaire keeps it simple with gorgeous gameplay footage that’s instantly relatable. There’s no smoke and mirrors; what you see is what you get. Love & Pies does the same, giving players a quick look at the puzzle-solving and café-building mechanics that make the game fun. Showing the real deal helps build trust, and trust is everything when it comes to engagement.
Emotional connection and narrative
Ads that make you feel something, anything, tend to perform better. Love & Pies gets this by bringing you into a little story. You’re solving puzzles, sure, but you’re also invested in the characters and their journey. It’s the same with MobilityWare Solitaire, it’s a relaxing experience, but there’s an emotional payoff in how satisfying it feels to play. It’s not just about the gameplay; it’s about how the game makes you feel while you’re playing.
Interactive elements
Interactive ads are on the rise, and when they’re done right, they can hook players right away. Love & Pies has played around with mini-games in its ads, giving you a taste of the experience before you even download. And with MobilityWare Solitaire, it’s more subtle: it gives you a preview of the game’s mechanics, making you feel like you’re already part of the action.
Games like Love & Pies and MobilityWare Solitaire succeed by blending aspirational marketing with real gameplay, ensuring that the fantasy aligns with what players actually experience.
How players react to misleading ads
When players realize they’ve been misled, their reactions can vary. Some may immediately uninstall the game, while others, especially with “fail ads,” stick around out of curiosity.
Vincent explains, “Fail ads, where a character repeatedly makes mistakes, tap into a player’s competitive side. When they see someone fail, they think, ‘I can do better.’ That curiosity gets them to download.” Games like Cooking Craze or Panda Pop thrive on this dynamic, turning the fail moment into a challenge.
While misleading ads can create a strong initial hook, the key to long-term success is ensuring that the actual gameplay experience delivers satisfaction. If players feel rewarded by the game itself, they are more likely to stay, even if the ad wasn’t entirely truthful.
The future of fake ads
Misleading ads aren’t going away anytime soon. While they remain effective at grabbing attention, their impact on player trust and long-term retention is something that should be kept in mind. As regulations tighten and player expectations evolve, developers will need to strike a careful balance between selling the fantasy and delivering a real, engaging experience.
“Misleading ads work because they sell the dream,” Vincent concludes. “But the real key to success is making sure that the game is fun and rewarding enough to keep players coming back. The fantasy might be exaggerated, but the fun has to be real.”
