Playrix isn’t the only developer guilty of using these tactics to advertise their games, but they are among the first to be reprimanded for it. These ads often rely on predatory or goading language to drive downloads, with players being bullied or teased into downloading the games.
While a similar ruling has yet to reach Australian shores, it’s an important step in cleaning up the image of mobile gaming. Instagram and Facebook consistently serve up false advertising for mobile games with little indication of when or if advertisements represent real gameplay. Ultimately, the Playrix ads were banned from advertising platforms in the UK due to their misleading content. This argument was shot down by the ASA, which stated consumers would expect ads for Playrix’s games to reflect the content of actual gameplay and contain some level of challenge, rather than a simple match-three game. In response to the ASA’s complaint, Playrix reportedly argued their advertisements shared “thematic similarities” with their gameplay and narrative. IPhone Accounts for 14 Percent of All Mobile Game Downloads
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