Nexters gaming company conducted a survey of the audience of its games. It concerned the attitude of gamers to mislids. About the survey results — in our material.

Let’s start with the fact that the company itself insists: now it is more correct to call mislids non-core gameplay ads (that is, advertising non-core gameplay).

The company’s point of view is as follows: previously, there was no corresponding gameplay in projects promoted by mislids. Accordingly, the advertising really misled the players.

The situation is different these days. Companies, as a rule, add mini-games to their products, whose gameplay corresponds to the one demonstrated in the advertisement. It’s just important to understand: it is not the main one.

As for the survey, thanks to him, Nexters found out the following:

  • 91% of American gamers have encountered mislids (in other regions, the share is much smaller — from 71% to 77.2%);
  • 75% of gamers in the United States and Europe share the opinion that mislids look more attractive than real gameplay (in Brazil and Japan, 69.4% and 71.9% of players agree with these words less often — 69.4% and 71.9% of players);
  • 35-46% of gamers (the percentage depends on the region) will not immediately exit the application, finding out that its gameplay is different from the one shown in the advertisement (they will make a decision on whether to play after they get acquainted with the game);
  • first of all, gamers in mislids are attracted by the graphics and mechanics demonstrated in the video, and least of all by features and user interface;
  • to the question “advertising which game aroused the greatest interest, but most of all disappointed after getting acquainted with the game itself”, the most popular answers were the following: Puzzles (there is no such game, most likely, the respondents meant that they did not like how puzzles as a genre in general are progressing), Evony, Hero Wars, State of Survival and the Scapes series of games.

In total, the company interviewed 5,212 respondents worldwide. However, 62.3% of respondents were from the United States, another 24.8% — from Japan, 9.4% — from Europe (mainly from Germany), and 3.2% — from Brazil.

We have attached the original report to the publication. It can be found just below.

Nexters _ Misleading Ads Report _ Mar 2023
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