Gamified Ads: Bridging the Gap Between User Enjoyment and the Effectiveness of Online Ads (Video Showcase)

Vladislav Hnatovskiy, Maximilian Altmeyer, Pascal Lessel, Kathrin Dernbecher, Marc Schubhan, Antonio Krüger

In: Extended Abstracts of the 2019 CHI Conference on Human Factors in Computing Systems. ACM International Conference on Human Factors in Computing Systems (CHI-2019) May 4-9 Glasgow United Kingdom ISBN ACM ISBN 978-1-4503-5971-9/19/05 ACM New York 2019.


Often, online ads are disruptive and annoying. As a consequence, so-called ad blockers are used to prevent ads from appearing on a web page. However, web service providers lose more than 35 billion dollars per year because of this development. As an alternative, we investigate the user enjoyment and the advertising effectiveness of playfully deactivating online ads. This video showcase illustrates the research method and the most interesting results of our research described in [1]. Here, we assessed the perception of eight game concepts allowing users to playfully deactivate ads and implemented three well-perceived ones (see Figure 1). These were found to be more enjoyable than deactivating ads without game elements, with one game concept being even preferred over using an ad blocker. We also found positive effects on advertisement effectiveness as compared to deactivating ads without game elements

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Deutsches Forschungszentrum für Künstliche Intelligenz
German Research Center for Artificial Intelligence