In a bid to make ads more palatable to its users, Google is making ads that gamers can play in to unlock features they'd usually pay for

Google is literally amping up its advertisement game: the tech giant released new ads that are games inside of games. With this new capability, users will be able to unlock features of the game they’re playing, which usually they’d have to pay for, by simply playing in the ad. As Co.Design points out, most smartphone games are basically giants ads for all the in-app purchases players have to make in order to move up a level, which makes a lucrative business for developers but detracts from the gaming experience. The new playable ads could be a way for users and profiters to both benefit.

The move is a welcome evolution, as the current ad system leaves much to be desired and often exasperates players. Although it isn’t a complete fix to an imperfect system, it’s an improvement that could mitigate some problems. New interactive ad formats will continue to emerge as developers and advertisers better understand their audience and their changing needs relative to each digital platform.

Google

Google is literally amping up its advertisement game: the tech giant released new ads that are games inside of games. With this new capability, users will be able to unlock features of the game they’re playing, which usually they’d have to pay for, by simply playing in the ad. As Co.Design points out, most smartphone games are basically giants ads for all the in-app purchases players have to make in order to move up a level, which makes a lucrative business for developers but detracts from the gaming experience. The new playable ads could be a way for users and profiters to both benefit.