Players' attitudes towards advertising in mobile games

This study aimed to investigate particularities in the formation of favourable attitudes toward advertising in mobile game applications. For this purpose, the following constructs were elected: 1) entertainment, credibility, informativeness, irritation and personalisation from Sigurdsson et al. (2018); 2) general attitudes towards ads and general attitudes towards in-game ads from Poels et al. (2013); 3) the reward construct from Busch et al. (2013) as a pioneer extension ever made in studies related to in-app ads (within the apps) of the interstitial-type specifically in mobile games. A survey was conducted with 260 players. The data was analysed using structural equation modelling. The results showed 'entertainment', 'personalisation', 'attitudes toward general advertising' and 'irritation' are antecedents of attitude toward specific ads running in mobile games, along with 'rewards' are antecedents of behavioural intention to click and read the ads.