How Players' Emotional Response Impacts Game Ad Performance

User attention spans are shrinking, and gaming sessions are shorter. In this context, the success of 60-second mobile game ads is surprising, as longer videos risk losing player interest before the key moment. Yet, 60-second ads consistently perform well in install rates (IR) and click-through rates (CTR).

Curious about this, we studied Royal Match. Survey results showed no major differences between 30- and 60-second ads, but emotional engagement analysis revealed why longer ads succeed. For more, see our full report.