The Truth Behind the Game Like Gardenscapes Ad: A Misleading Marketing Strategy?

Playrix, the developer behind popular mobile games like Homescapes and Gardenscapes, has recently come under fire for its advertising strategies. Specifically, two Facebook ads for these games have been banned by the Advertising Standards Agency (ASA) due to claims of being misleading.

The ads in question feature a pin puzzle mini-game, which is a key part of both games' later stages. However, the ASA found that only 0.03% of players actually reach these levels, according to Playrix's own reports. This means that the vast majority of players will not experience the gameplay depicted in the ads.

At the time of the last ad post in April 2020, Homescapes had 4,160 levels and Gardenscapes had 5,895 levels. However, the developer noted that most players stop playing towards the start of the game, with only 45% reaching level 20 and a mere 18% reaching level 100.

So, how do these ads manage to show gameplay that is so far beyond what most players will experience? The answer lies in the fact that Playrix has added new mechanics and gameplay types over time, including the pin puzzles. These features are not accessible until much later in the game, which means that only a small percentage of players will ever see them.

Playrix has insisted that the content shown in the ads is included in both games, and provided the ASA with a recording showing the mini-games featured. However, this does little to alleviate concerns about the misleading nature of these ads.

The ASA received seven complaints about these ads, with many claiming that they were deceptive and failed to accurately represent the gameplay experience. The agency has since banned the two ads, citing their failure to meet industry standards for advertising accuracy.

It's worth noting that at the bottom of each video ad, text notes that 'Not all images represent actual gameplay.' This disclaimer is a clear attempt to downplay the misleading nature of these ads and shift the focus away from the fact that most players will never experience the gameplay depicted.

In conclusion, the recent ASA ruling against Playrix's game-like Gardenscapes ad highlights the need for more transparency and accuracy in mobile gaming advertising. While it's understandable that developers want to showcase their games' best features, doing so at the expense of player expectations is unacceptable. As consumers, we deserve better than misleading ads that fail to deliver on their promises.

Game like gardenscapes ad