DeltaDNA's survey shows in-app ads are confusing for developers.
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DeltaDNA study shows mobile game makers don’t know how to handle in-game ads

  • Posted byby Dean Takahashi
  • Updated
  • 2 min

Game developers know that in-game ads are important, but they don’t know the best way to approach them. That’s the conclusion of a survey by mobile game marketing firm DeltaDNA.

The study from Edinburgh-based DeltaDNA shows that many developers are leaving cash on the table over fears of how ads impact player engagement, enjoyment and retention. That’s a problem worth addressing in the $36 billion mobile game industry, where advertising has become a must for developers who want to get their games better attention in a sea of competition.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.