A Player-centered look at Spending and Advertising in mobile games

Allen Bevans & Pat Samermit

Mobile games are played by more players from more diverse backgrounds than console or PC games. Mobile games also often monetize gameplay through a combination of in-app purchase and ads. While a lot of widely-shared research and industry commentary has focused on effective and ethical strategies for getting players to make in-app purchases, relatively little has been shared about how to design user-friendly and effective in-app ad experiences.

This talk will present recent findings from Google UX research across several product areas, focused on *why* mobile players choose to spend on mobile games, and *how* they engage with ads in mobile games. In particular, the talk will emphasize how key aspects of player’s gaming backgrounds and gaming motivations, combined with ad strategies used within mobile games, drive both positive and negative experiences with in-game ads.

Interested in an evidence-based framework for maximizing both player enjoyment and business value with in-game ads? This talk is for you!

  • Category: Talk
Allen Bevans

Allen is an experienced games researcher and educator who has presented at other UX conferences on both games research and UX research practice in general (e.g. Radical Research Summit 2016, internal EA UX Con). Allen loves using a wide set of player-centric research tools to help teams design awesome experiences around player’s needs and motivations. He’ll also talk your ear off about the problematic ways the gaming industry uses the terms “”hardcore”” and “”casual”

Pat Samermit

Pat is a Ph.D. Candidate of Cognitive Psychology at the University of California, Santa Cruz. Her dissertation work is on embodied cognition and humor. She was also a UXR intern on the Consumer Display and Video Advertising UX team during the summer of 2017, and she loved every second of it. If you have any want to know if you’re empirically funny or not, you should chat with her.

Session Schedule
#gamesUR US 2018 Schedule
8:00 Track A (Room B) Track B (Room C) Foyer
8:15 Empty Registration and Setup
8:30
8:45
9:00 Opening Address
Phil Keck (Activision)
9:15 Keynote: How to Win Friends and Influence Developers Posters/ Exhibitors
9:30
9:45
10:00 Break Break
10:15 Your Survey Sucks: Exposing Truth to Mobile Game Dev Teams Through Better Quant
Sarah Romoslawski (Glu)
Rapid Mentoring
James Berg (EA)
Posters/ Exhibitors
10:30
10:45 Context and Game Analytics: Hearthstone and Overwatch gotchas
Aleksandar Mirkovic
11:00
11:15 Solving the Mystery Using the Wizard of Oz Method
Lanie Dixon (Octothorpe Games)
GUR Lessons Learned over the Course of Fortnite Development
Alex Trowbridge (Epic Games)
11:30
11:45
12:00 Break Lunch
12:15
12:30
12:45
1:00 Research Reforged – An in-depth look at the research behind the largest game-play update to League of Legends
Nathan Blau (Riot Games)
Roundtable: Constructive Conversations About Racism and Sexism
Deborah Hendersen, Melissa Boone, & Jerome Hagen (Microsoft)
Posters/ Exhibitors
1:15
1:30
1:45
2:00 A Player-centered look at Spending and Advertising in mobile games
Allen Bevans & Pat Samermit (Google)
Building Confidence in Topics of Games User Research
Seb Long (Player Research) &,Lanie Dixon (Ubisoft)
2:15
2:30
2:45
3:00 Vendors + Poster Sessions Vendors + Poster Sessions
3:15
3:30 Challenges in the Game Analytics Pipeline
Panel led by Nic VanMeerten (GLITCH)
Experimental Research Showcase
Multiple Speakers
Posters/ Exhibitors
3:45
4:00
4:15 Player segmentation: a practical mixed method approach
John Hopson (Blizzard)
VR PLAY: Usability and Playability Guidelines for VR Games
Heather Desurvire and Max Kreminski (USC)
4:30
4:45 Fishbowl: Overcoming Challenges in GUR
5:00
5:15 Break Break
5:30 GUR Salary Survey
Jonathan Dankoff (WB Games)
5:45 Games User Research SIG Chair Update
Ben Lewis-Evans (Epic games)