An evaluation of mobile advertising on in-app purchases: A study of a gaming company in Port Harcourt, Nigeria.
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Mobile advertising is increasingly recognized as a key factor in driving in-app purchases, especially within the gaming industry. This study evaluates how mobile advertising campaigns influence purchase behaviors among gamers in Port Harcourt. Gaming companies utilize diverse mobile ad formats—including banner ads, interstitials, and rewarded videos—to promote in-app purchases and premium content. By integrating these ads seamlessly into the gaming experience, companies aim to incentivize users to make purchases that enhance gameplay. Research indicates that well-targeted mobile advertising not only increases revenue through in-app transactions but also improves overall user engagement and retention (Ibrahim, 2023). However, challenges such as ad fatigue, user annoyance, and potential disruptions to gameplay can negatively affect purchase behavior. This study will analyze advertising metrics, user purchase patterns, and engagement data to determine the effectiveness of mobile advertising in stimulating in-app purchases within a gaming context (Okeke, 2024). The findings are expected to provide strategic recommendations for optimizing ad placement and creative design in mobile games (Chinwe, 2025).
Statement of the problem
Gaming companies in Port Harcourt face difficulties in converting mobile advertising impressions into in-app purchases due to issues such as ad saturation and poor targeting. Despite substantial investments in mobile ad campaigns, inconsistent messaging and intrusive ad formats often disrupt the gaming experience, leading to lower conversion rates. This study aims to identify the key barriers affecting the success of mobile advertising in driving in-app purchases and to evaluate the impact of these factors on revenue generation (Ibrahim, 2023; Okeke, 2024).
Objectives of the study:
To evaluate the impact of mobile advertising on in-app purchases.
To identify challenges that hinder effective ad conversion.
To propose strategies for optimizing mobile ad effectiveness in gaming.
Research questions:
How does mobile advertising affect in-app purchase behavior?
What challenges limit the conversion of ads to purchases?
What strategies can enhance the effectiveness of mobile ads?
Significance of the study
This study is significant as it offers insights into optimizing mobile advertising strategies to drive in-app purchases for gaming companies in Port Harcourt. The findings will help companies design less intrusive, more engaging ad formats that boost conversion rates and revenue (Chinwe, 2025).
Scope and limitations of the study:
The study is limited to a single gaming company in Port Harcourt and focuses solely on mobile advertising’s impact on in-app purchases, without comparing other revenue channels.
Definitions of terms:
Mobile Advertising: Promotional content delivered through mobile devices.
In-App Purchases: Transactions made within a mobile application.
Gaming Company: A business that develops and distributes video games.
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