Nearly two-thirds of gamers would play more games if annoying advertising and upgrade interruptions were removed

Exclusive new research from BuddyBet reveals:

London, UK, Wednesday 15th May 2013 – Current methods of monetisation are reducing the appeal of mobile and online gaming, according to exclusive research of over 2000 UK consumers by BuddyBet ( The survey revealed nearly two in three gamers (62%) would play more online and mobile games if in-game advertising and freemium upgrade requests were eliminated, and that a further 25% of the general public avoid online and mobile games because they contain excessive interruptions.

According to BuddyBet’s ‘Betting on Gaming Monetisation’ report almost two thirds of the population still played console, mobile and online games. Of this number, 44% felt ads and requests for payments ruined the gaming experience, while one in four admitted to avoiding games with excessive interruptions and attempts to make money.

41% of gamers considered themselves to be gamblers and over a third of gamers were keen on the idea of peer to peer (P2P) wagering for real money being integrated into game play. Furthermore, 38% of people who played mobile, online and console games said they would be inclined to place a bet on a game they were playing.

In terms of general betting behaviour, 45%, a significant proportion of respondents, accepted that they were ‘gamblers’. Additionally, nearly two out of three people said they would place a bet ‘for fun’, whether they considered themselves gamblers or not, perhaps revealing that people are inclined to bet socially even if they’re not regular gamblers.

“It is clear that the gaming industry still has massive potential for growth, but the findings of this study show that popular monetisation models risk alienating gamers due to the negative impact they have on the gaming experience, likely shortening lifetime user engagement and in-turn reducing the lifetime value of a player,” commented Jarrod Epps, CEO and Founder, BuddyBet.

“The challenges around advertising and pay-to-play approaches mean that innovation is needed. By tapping into innate competitive instincts and formalising people’s propensity to make and accept friendly bets, this study shows in-game P2P betting for real money provides a viable monetisation alternative for game developers, gaming networks and communities.”

The full ‘Betting on Gaming Monetisation’ report is available for download. The survey of 2009 UK adults was conducted via the internet in April 2013 by Censuswide.


About BuddyBet
BuddyBet combines social networking with online betting; offering sports fans, gamers and social bettors the chance to challenge each other to P2P bets or make bets against groups of rival fans for cash, virtual money or forfeits. Users can bet on the BuddyBet website or via customised versions of the product on other websites and mobile games. Integrating BuddyBet’s skilled betting platform brings proven benefits such as increased stickiness and a user-friendly monetization strategy for sports media and gaming websites.

The first BuddyBet site was launched in August 2012 by Jarrod Epps, CEO, who started the company to solve the problem of settling long-standing bets agreed between friends and to add a fun and social element to online betting. You can find out more online at

Media contact
Joe McNamara / Vicki Eltis
EML Wildfire
[email protected]
+44 208 408 8000

Leave a Reply

Your email address will not be published. Required fields are marked *