A couple of weeks ago I started playing a game on my phone called Bowling Friends. It’s a game that allows you to play turn based ten pin bowling against your friends. Simple and effective idea. 
Initially the business model was one that worked: upgrades in the game. You can pay to receive more coins and gems which help you unlock better bowling balls and bowling alleys to play in. The better the bowling ball, the more your game improves and the better chance you have of beating your friends. Simple and effective.
I spent about $2 on coins and upgraded my bowling ball to a place where I was content.
Then the app makers released an upgrade and all of a sudden there were adverts in the game. Everywhere. This is clearly not an innocent mistake. The adverts are post-game and force you to watch a 10 second video and you are then prompted with an advert screen allowing you to click the advert or close it.
There are also adverts every so often that cover the home screen. The reason this isn’t an innocent mistake from game devs trying to make some money is because if you now go into the story you’ll see a new product that allows you to remove adverts for $1.99.
This is infuriating. The game developers were onto something so simple and so great but they got greedy. They shoved banner and video ads into a seamless gaming experience and have ruined their core product offering.
What they could have done was play the long game, be calm and hold their ground. There’s no need to rush the money. You need to grow your user base and then monetize them. Right now I feel like I’ve been cheated and then forced to pay to “uncheat” my experience. I’m not the only one either. I’ve got friends who have stopped playing the game because of the terrible user experience now being presented.
There’s lesson in this for all app, web and game developers; be good at one thing. In fact, be so good at one thing that people will pay you to enjoy the experience. Don’t trick your users into loving your product and then force them to watch adverts and pay you to remove them. That’s called racketeering.
