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American Journal of  Economics and 
Business Innovation (AJEBI)

The Effect of  Fake Gaming Ads and Gameplay as a Marketing Strategy to Attract
Online Game Players

Erika F. Bacay1*, Kyle Marie I. Paculan1, Erika D. C. Salvatierra1, Ron Vincent E. Suegay1, Rochelle Ann P. Tenerife1

Volume 4 Issue 2, Year 2025
ISSN: 2831-5588 (Online), 2832-4862 (Print)

DOI: https://doi.org/10.54536/ajebi.v4i2.4966
https://journals.e-palli.com/home/index.php/ajebi

Article Information ABSTRACT

Received: April 05, 2025

Accepted: May 10, 2025

Published: May 28, 2025

Fake gameplay and gaming ads are designed to catch a viewer’s attention quickly and stand 
out in a crowded market. The exaggerated and dramatic aspects in these ads often involve 
unrealistic gameplay aimed at being more eye-catching for the consumers, or high-action 
scenarios that don’t represent the actual experience. This causes the consumers to make 
an impulsive decision on installing the app that is being presented and to play the game 
properly. Fake gaming ads also have its consequences on damaging the consumer’s trust and 
causing a rise in the number of  bad reviews and complaints that causes the app to have a bad 
image with consumers. Some fake gaming ads also contain oversexualized content within 
the ads that is inappropriate for underage gamers. This research summarizes the actions and 
reactions that are being made toward these fake gaming ads to give knowledge and insights 
about this type of  marketing strategy.

Keywords
Consumer/s, Fake Gaming Ads, 
Gameplay/s, Marketing Strategy, 
Mislead, Online Gamers 

1 Bachelor of  Science in Business Administration, FEU Roosevelt, Marikina City, Philippines
* Corresponding author’s e-mail: ebacay@feuroosevelt.edu.ph

INTRODUCTION
In the mobile gaming industry, developers and advertisers 
often employ fake gaming ads and misleading gameplay 
as a marketing strategy to attract players. These ads often 
show features, graphics, or mechanics that do not exist in 
the actual game. According to Moradzadeh (2024) titled 
“Unpacking Fake Games Through a Mixed-Methods 
Investigation,” these ads are designed to entice users by 
presenting engaging scenarios that differ significantly 
from the game’s true content. This strategy aims to 
increase downloads and visibility in a highly competitive 
market. As a result, while fake gaming ads can effectively 
gain attention, they may also damage players’ trust, 
leading to negative reviews and uninstalls. The researchers 
conduct the study to seek alternative marketing strategies 
to avoid fake gaming ads. Fake gameplay in gaming ads 
has become a common issue for gamers in recent years. 
Fake gameplay in gaming advertisements frequently 
causes gamers to feel frustrated, disappointed, and 
skeptical. A damaged reputation, unfavorable evaluations, 
and a decline in trust in the gaming industry can result 
from these types of  feedback. But, despite its misleading 
aspects as a marketing strategy it can lead to a higher click-
through rate and be surprisingly effective at increasing 
the percentage chance for gamers (consumers) to install 
the game. Its key points are Attention Grabbing, Cost-
Effective strategy, and short-term gains that make fake 
gameplay in online gaming ads effective and profitable.
This study aims to focus on the effectiveness of  fake 
gameplay in gaming ads to consumers and determine 
the online gamers’ perception and reactions it has 
been receiving from fake gaming ads and how they 
will affect game players’ impulsive decision-making. 
While also providing alternative marketing strategies for 
online gaming ads without misleading the consumers. 

Additionally, this research will propose alternative ideas 
on how to attract game players without deceiving them. 
Investigate how misleading fake gaming ads frequently 
happen to online game players, identify the short-term 
and long-term benefits of  downloading fake gaming 
ads, and investigate the impact of  actual online games 
through fake gaming ads. Moreover, this study focuses 
on how gamers respond to fake gameplay ads using a 
marketing strategy, the effectiveness of  fake gaming 
ads as marketing strategies, and how fake gaming ads 
influence the behavior and trust of  online game players.
Furthermore, only one hundred young adults and 
students would participate in this survey whether it 
is an online game player or not as long as it is affected 
by fake gaming ads. Lastly, this study seeks to expound 
on the impact of  false advertisement when it comes to 
fake gameplay in fake online game advertisements and 
how it affects its consumers. These effects have a crucial 
role when it comes to influencing player engagement, 
online consumer rating, and popularity when it comes 
to online games. By examining the quantitative and 
qualitative connections among all of  these aspects, the 
research seeks to provide a helpful understanding of  how 
gamers respond to fake gameplay in gaming ads used as 
a marketing strategy, and how effective fake gameplay in 
gaming ads as a marketing strategy. 

LITERATURE REVIEW
Frequency of  Fake Gaming Ads on the Consumers 
Social Media Platforms
According to the Mintel Store USA (2025), Nearly 75% 
of  players say they have seen in-game advertisements at 
least once in the last three months. 24%, however, do not 
recall ever seeing sponsored content or advertisements. 
It is also said that older gamers between the ages of  55 



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and above see gaming ads as a distraction and irrelevant. 
In comparison, younger gamers are more positive, 
particularly between the ages of  18 and 34. As found in 
Mintel’s US eSports Market Report, males aged 18-34 
remain a key demographic. But nowadays, Women in 
the gaming industry are also rising. Women are shaping 
the video gaming industry this opens opportunities for 
brands to appeal and create content that will also cater to 
women gamers. While they may not be as eager to claim 
the gamer label, women gamers are a major demographic 
that has been historically neglected by the gaming 
community. Gamers also use Fake ad- blocking apps 
and hacks to report fake ads that affect the frequency 
of  fake gaming ads appearing on consumer social media 
platforms.
H1: Fake Gaming Ads are more likely to appear on male 
consumers mainly between the ages of  18 to 34. At the 
same time the demographic with women in the gaming 
industry is also growing.

The Impact of  Fake Gaming Ads and Misleading 
Gameplay on the Decision-Making of  Game Players
Online games are one of  many factors that the lifestyle 
and hobbies of  people have changed. However, there are 
some online games that promote fake gaming ads that can 
manipulate players to download the fake online games. 
Nowadays, people tend to play online games rather than 
playing active and recreational games or socializing with 
other people, especially kids. Some online games are not 
safe for everyone to play because it might affect their 
mental health because of  being frustrated with the online 
games. According to Gavin (2024) that it might affect the 
online gamer trust. Online gamers felt they were cheated 
by the misleading of  the fake gaming ads.
Moreover, it is also stated that they are less likely to 
continue to play the fake gaming ads and even the actual 
game. As stated by Lazanin (2024) the consequence for 
the app is that it will backfire badly, just by giving it bad 
reviews and a low percentage of  long-term use of  the 
fake gaming ads. As mentioned by Zhao and Thadani 
(2021), the result of  the fake gaming ads made the game 
players boycott the game, which will affect the game 
company. However, not everyone will totally uninstall 
the game and they even try to defend the game. Mark 
(2025) stated that as long as the cost per install is low but 
watching fake gaming ads is increasing then there will be 
still more fake ads in the future. Overall, most online game 
players’ decision-making led them to uninstall the game as 
they felt cheated by the fake gaming ads is not what they 
expected from what in the promised ads the game will be.
H2: This has led to a negative impact on online gamers to 
uninstall the game after knowing that the promised game 
on the fake gaming ads was not what they expected it to be.

The Fake Gaming Ads and Deceptive Gameplay 
Used as Marketing Strategies Influence the Behavior 
of  Online Game Players
Fake gaming ads are the marketing strategies or 

promotional materials that users can attempt to download 
to their mobile phones. Yem (2024) Deceptive game ads 
or Fake ads plays on the gamers’ curiosity, intelligence 
and complex games. Success in fake game ads is driven by 
cognitive biases, emotional triggers and social dynamics. 
Fake gaming ads criticizing the fake ones are released, 
further manipulating players into downloading the same 
game that causes a public frustration with fake ads. Mark 
(2024) Advertisement misleads users with exaggerated 
claims about the feature and rewards. Users are misled 
and dissatisfied because the gameplay fails representation.
Grady (2024) users’ trust on fake gameplay in mobile ads 
had a significant impact on their trust. The loss of  trust 
can harm the mobile gaming industry, causing players to 
be skeptical of  all ads. It can result in lower 
engagement, fewer in-game purchases and negative 
word of  mouth of  people. It can damage the industry’s 
reputation by making it harder for ethical developers. Yem 
(2024) game industry poses significant challenges that 
affect the trust and industry reputation. Users become 
increasingly wary of  deceptive advertising tactics that 
prioritize transparency, integrity and ethical advertising 
standards.
H3: Deceptive gameplay and fake gaming ads had a 
negative influence on the Behavior of  Online Game 
Players that felt exaggeration, dissatisfaction caused by 
failed representation.

The Increasing Level of  Consumers’ Trust in 
Influencer Marketing Compared to Regular Gaming 
ads
According to Adams (2024, as cited in The Drum, n.d), 
less than 35% of  consumers trust social media ads 
due to misinformation, growing privacy concerns, and 
antitrust trials within social media ads. On the other 
hand, the younger demographics are more receptive 
to brands appearing across new demographics causing 
the increase of  effectiveness in digital advertising. That 
leads us to the implementation of  Influencer Marketing 
which has evolved significantly over the years. In its 
infancy, brands often took an aggressive approach by 
painstakingly scripting content and prominently featuring 
their products.
According to Odmark (2024, as cited in Atisfyreach, 
2025), the use of  influencers within marketing strategies 
nowadays is more credible. It is because Gaming 
influencers have clout, their audience trusts and believes 
their review, and that they have their best interests 
at heart. Therefore, the credibility of  an influencer’s 
message is one of  the most important aspects of  effective 
gaming influences marketing. Influencers must build trust 
with their audiences for their content to be compelling. 
Therefore, the credibility of  an influencer’s message is 
one of  the most important aspects of  effective gaming 
influencer marketing
H4: Consumers’ trust in social media ads alone is very low. 
However, the demand for Influencer Marketing is increasing 
due to its believability and transparency among its consumers.



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Conceptual Framework

This conceptual framework serves as a tool to organize 
ideas and variables, facilitating an understanding of  
their relationships within a research study. This research 
used a Causal diagram for its conceptual framework to 
showcase the cause- and-effect relationship between the 
three variables; Independent, Mediating, and Dependent 
variables. According to (AI/ML Services, Australia, n.d.) 
The causal diagram is a visual tool to determine the 
possible cause for a specific problem which is arrows 
directing from cause to effect. The Independent variable 
represents the frequency of  seeing fake gaming ads and 
its awareness as the cause. This is where hypothesis 
one takes place which talks about the repetition of  fake 
gaming ads often appearing on screen. The Mediating 
Variable symbolizes the influence of  phony gaming ads 
on the game player’s decision to install or uninstall the 
game. Lastly, the Dependent variable is where hypotheses 
three and four take place which talk about the gamer’s 
behavior after installing the promised game but do not 
meet their expectations. Hypothesis four is that the trust 
of  online gamers will determine whether game players 
continue to play fake gaming ads.

Research Questions
This study aims to know the effects of  fake gaming ads 
on the game players’ perception as they install the game.
1. Frequency of  Seeing Gaming Ads and Awareness of  

Fake Gaming Ads
2. Perceived Influence of  Fake Gaming Ads to their 

Decision to Install the Game
3. Gamer’s Behavior After Installing and Seeing a Fake Ad
4. Trust of  Online Gamers to the Gaming Ads that They See

MATERIALS AND METHODS
The study will be done and will be administered in a 

Figure 1: Proposed Research Model

private non-sectarian school located in Marikina City. The 
participants will be taking a mixed method questionnaire 
which is a combination of  quantitative and qualitative data 
to answer research questions. The researchers will target 
participants particularly junior high school, senior high 
school, and college students aged between 15 to 25 years 
old, who are active on social media platforms and who 
are online gamers. This was the location and the chosen 
generation by the researcher because it could provide 
a wealth of  essential information or different ideas for 
gathering data based on the real-world experiences of  
individuals who encounter fake gaming ads with different 
social media platforms.

Sampling Method
In this research, the participants of  the study will be 
15 to 24 years old, particularly Junior High, Senior 
High, and College students from Marikina City. These 
participants will be those who had prior experience 
with the misleading of  fake gaming advertisements as a 
marketing strategy. The researchers will be using simple 
random sampling as their sampling technique because 
they sought to gain in-depth knowledge and thorough 
information from participants who were equally selected 
to prevent any bias selection process. According to Noor 
et al. (2022). A simple random sampling was a subset 
of  people that were chosen at random with an exactly 
equal chance of  being chosen for each representative 
of  the population that is favorable in homogeneous and 
uniformly selected areas.

Data Gathering Procedure
The researchers will conduct and gather data through 
self-constructed surveys that combine quantitative and 
qualitative methods. The survey will include Likert scale 



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questions to measure the participants’ perceptions of  
fake gaming ads, as well as open-ended questions to 
gather personal experiences and opinions. The survey 
will be conducted online using Google Forms and will 
target participants particularly to junior high school, 
senior high school and college students between the ages 
of  15-24 years old from an administrator in a private 
non-sectarian school in Marikina City. These participants 
are chosen because they are active on social media and 
usually encounter fake gaming ads. Simple random 
sampling will be used to ensure a fair selection process. 
Before answering, participants will receive a consent 
form to inform them about the study’s purpose and to 
protect their privacy. The survey will be conducted with 
a maximum period of  two weeks to allow researchers to 
analyze the data using different methods. The quantitative 
data from the Likert scale questions will be analyzed 
using percentages, and calculation of  mean and mode 
scores to analyze the overall average, dominant and 
frequent answers of  the participants. Additionally, the 
researcher utilizing qualitative data from the open- ended 
responses will be examined through thematic analysis, 
where researchers will group similar answers to identify 
key insights of  the participants. The study follows ethical 
guidelines, ensuring that participants’ identities remain 
private and that they can decide to stop at any moment 
if  they don’t want it to continue. This process will help 
provide insights into how fake gaming ads affect players’ 
trust, decision-making, and overall gaming experience.

Instrument
The researchers will use a self-constructed questionnaire. 
Since this study is a mixed method research that combines 
quantitative and qualitative research, the researchers 
will use the 5-point Likert scale method and open-
ended questions as a research instrument and conduct 
a questionnaire that allows the researcher to obtain 
the preferences, perceptions, game players’ behavior, 
and real experiences of  the participants in fake gaming 
ads as a marketing strategy and its effectiveness. The 
collected responses will be collected using Google Forms 
as an online survey. Lastly, the researchers will provide 
a clear explanation and procedure about this study for 
the participants to understand why this study will be 
conducted. The researchers will ensure that the set of  
questions that will be given is easy to understand and on-
point to avoid any misunderstanding and confusion for 
the participants.

Statistical Treatment Data
This study’s data will analyze a mixed-method approach. 
The survey will consist of  responses from Likert- scale 
quantitative items, which will determine by percentage 
mean and mode scores using an ungrouped formula 
to assess consumer feedback, actions, and reactions to 
replies, and how strongly the deception in fake gaming 
ads we’re using as marketing affects customer behavior. 
Lastly, since this research is also qualitative the study will 

use open-ended questions for thematic analysis type of  
survey.

Scope and Limitation
The researchers targeted 100 junior high school, senior 
high school and college students as administrators in a 
private non-sectarian school located in Marikina City 
aged between 15-24 years old which will be conducted 
within a maximum of  two weeks. The study focuses on 
what extent fake gaming ads and misleading gameplay 
affect the decision-making process of  online game 
players. Additionally, how effective is fake gaming ads as 
a marketing strategy and the influence of  Fake gaming 
ads and deceptive gameplay in the online game players 
behavior and trust. Although this study is limited by one 
hundred participants equally selected to prevent any bias 
selection process. Researchers combine qualitative and 
quantitative methods. The researchers’ survey will be 
conducted online using Google Forms. Researchers used 
a 5- point Likert scale method and open-ended questions 
to the students who experienced fake gaming ads. 
Through the combined findings, the researchers would 
be able to analyze the effects of  fake gaming ads on 
their frequency of  seeing, awareness, decision-making, 
behavior, and trust as a marketing strategy.

RESULTS AND DISCUSSION
Results
This research examines the effectiveness of  fake gaming 
ads as a marketing strategy for attracting game players. 
This is a mixed-method approach, a combination of  
quantitative and qualitative research. The researchers 
gathered data from those people who are game players 
and suitable to answer some questions and willing to be 
part of  this research. The participants were junior, senior 
high school, and college students in Marikina City. It 
was calculated by employing a simple random sampling 
technique that has been prepared by the researchers using 
the self-constructed survey and provided Google Forms 
used in data gathering. The graphs and tables below 
illustrate the results of  the percentage of  the demographic 
profile of  the participants. Lastly, the quantitative and 
qualitative approach questions.

Gender
60% of  the participants are females, 38% are males, and 
2% of  the participants are others.

Figure 2: Gender



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Age
The majority of  the participants 80% are 19 – 21 years 

Figure 3: Age

old, followed by 13% which is 22 – 25 years old, and lastly, 
7% of  the participants are between 15 – 18 years old.

Year Level
66% of  the participants year level are 2nd-year college, 
followed by 11% of  participants from 3rd-year college, 
next is 9% of  the participants is 4th-year college, and 

8% of  the participants came from 1st-year college 
students. The percentage of  participants for senior 
high school students is 5% and 1% for junior high 
school students.

Figure 4: Year Level

Likert Scale
Regarding the frequency of  seeing gaming ads and 
awareness of  fake gaming ads by the participants, the 
researchers found that the participants Strongly Agreed 
with an overall mean of  4.49 and an overall standard 

deviation of  0.70
The researchers found that the influence of  fake gaming 
ads on the decision of  the participants to install the game 
was overall agreed with the mean of  3.94 and a standard 
deviation of  1.18

Table 1: Frequency of  Seeing Gaming Ads and Awareness of  Fake Gaming Ads
Frequency of  Seeing Gaming Ads and Awareness of  Fake Gaming Ads Mean SD Interpretation
I do see fake gaming advertisements online frequently 4.58 0.59 Strongly agree
I regularly encounter gaming advertisements while watching videos or streaming 
content.

4.61 0.62 Strongly agree

I regularly encounter fake gaming ads while using mobile apps while playing 
online games.

4.26 0.79 Strongly agree

I frequently see gaming ads that misrepresent the actual game’s features and gameplay 4.49 0.75 Strongly agree
Overall mean 4.49 0.70 Strongly agree

Table 2: Perceived Influence of  Fake Gaming Ads to their Decision to Install the Game
Perceived Influence of  Fake Gaming Ads to their Decision to Install the 
Game

Mean SD Interpretation

Do you think that fake gaming ads have a big impact on consumers’ decision to 
UNINSTALL the game?

4.36 0.90 Strongly agree 

Do you think that fake gaming ads have a big impact on the consumer's decision 
to INSTALL the game?

4.11 1.09 Agree

Do fake gaming ads influence your perception of  the game? 3.83 1.22 Agree



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The researchers found that the gamer’s behavior after 
installing and seeing a fake ad overall agreed with the 
mean of  3.77 and overall standard deviation of  1.16
The researchers found out that the participants agreed 
that the trust of  online gamers in the gaming ads they 
see was a 3.78 overall mean and 1.39 standard deviation.

Open-Ended
A total number of  One Hundred participants completed 
the study. Their responses showed that on a regular 
basis, the majority of  online game players come across 
fake gaming advertisements on various social media 
platforms. The data analysis also revealed that the majority 
of  participants claimed that although fake gaming 
advertisements may seem thrilling, they do quickly capture 
gamers’ attention, but only to let them down when the 
actual game differs from the advertisement. This creates a 
huge trust issue for consumers to install an app. This leads 
the consumers to post reviews on different social media 
platforms like; Facebook, TikTok, Twitter, Instagram, the 
App Store, Google Play, and other review sites, and the 
majority of  participants express their disappointments 
that can cause an impact on the game’s ratings, player 
retention, and reputation. In conclusion, the majority of  
the survey respondents do not trust online gaming ads as 
much as to actually install an app because they felt duped 
or cheated, which leads to bad ratings and financial losses 
for the company.

Discussion
The purpose of  this research is to determine the 

effectiveness of  fake gaming ads as a marketing strategy. 
This study aims to understand why some game developers 
prefer short-term gain rather than long-term gain. During 
the discussion, the researchers addressed the statistically 
enumerated and narrative results of  online game players 
or consumers who felt deceived or betrayed after installing 
apps from fake gaming ads.
One of  the results shown in Table 1 with a mean of  4.58 
and a standard deviation of  0.59 that the participants 
strongly agree that they frequently see fake gaming 
advertisements. The participants also strongly agree that 
they regularly encounter fake gaming ads while watching 
videos or streams with a mean of  4.61 and a standard 
deviation of  0.62. The findings also show that participants 
strongly agree that they regularly encounter fake game ads 
while using mobile apps when playing games with a mean 
of  4.26 and a standard deviation of  0.79. The mean of  
4.49 and standard deviation of  0.75 say that participants 
strongly agree that they frequently see gaming ads that 
misrepresent the actual game’s features and gameplay. 
The overall mean frequency of  seeing gaming ads and 
awareness of  fake gaming ads is 4.49 with a standard 
deviation of  0.70. The participants strongly agree with 
Table 1.
With the findings on statement of  the problem 1 
determining the respondent’s awareness and frequency 
of  seeing fake gaming ads on different social media 
platforms, the researchers have concluded that most of  the 
participants encounter fake gaming ads daily on different 
social media platforms. The participants are also capable 
of  differentiating genuine from fake gaming ads. The 

Do you think that fake gaming ads are more inviting? 3.47 1.29 Agree
Overall mean 3.94 1.18 Agree

Table 3: Gamers Behavior After Installing and Seeing a Fake Ad
Gamers Behavior After Installing and Seeing a Fake Ad Mean SD Interpretation
Do you think that fake gaming ads can cause stress and frustration for consumers? 4.17 0.87 Agree
To what extent do fake gaming ads create a sense of  curiosity that motivates the 
consumers to try a game, even if  the ads are misleading?

3.81 0.88 Agree

Do you think that you are more likely to interact with ads that display false 
advertisements?

3.08 1.32 Agree

Do you often check reviews or ratings of  the app before deciding whether to 
install or uninstall an app?

4.02 1.21 Agree

Overall mean 3.77 1.16 Agree

Table 4: Trust of  Online Gamers to the Gaming Ads that They See
Trust of  Online Gamers to the Gaming Ads that They See Mean SD Interpretation
Do you think that fake gaming ads cause trust issues for customers? 4.55 0.63 Strongly agree
Do you feel disappointed after downloading a game based on fake ads? 4.61 0.65 Strongly agree
Do you think that you will continue playing a game that failed to meet the 
expectations set by a fake gaming ad?

2.67 1.60 Neutral

Do you think that fake gaming ads succeed in making you interested in trying a 
game, even if  you suspect the ad may be misleading?

3.29 1.29 Neutral

Overall mean 3.78 1.39 Agree



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participants can differentiate fake from genuine gaming 
ads with the ads’ high-quality graphics or animations that 
are not present in the game and are just created flawlessly 
to fool people with their misleading content. In between 
the experience of  playing a real game is when the majority 
of  responders encounter fake gaming advertisements. 
Some of  the participants looked at customer reviews 
after seeing various gaming advertisements to assess how 
accurate the reviews were compared to the actual game 
and to help in their decision to install the app or not. 
All things considered; Fake gaming advertisements are a 
relatively common marketing tactic that many people see 
every day. Consumers are aware of  the existence of  “fake 
gaming ads” and that not all video game advertisements 
are necessarily authentic.
According to the result for table 2 with a mean of  4.36 
and a standard deviation of  0.90. Participants strongly 
agree that they think fake gaming ads have a big impact 
on consumer’s decision to uninstall the game. However, 
participants agree that they think fake gaming ads have a 
big impact on the consumer’s decision to install the game 
with a mean of  4.11 and a standard deviation of  1.09. 
The result with a mean of  3.83 and a standard deviation 
of  1.22 agrees that fake gaming ads influence their 
perception of  the game. Lastly, the participants agree 
with the mean of  3.47 and a standard deviation of  1.29 
that they think fake gaming 
ads are more inviting. The overall mean for Table 2 is 3.94 
with a standard deviation of  1.18, agreeing that there is a 
perceived influence of  fake gaming ads on their decision 
to install the game.
The findings on statement of  the problem 2 show that 
most of  the participants said fake gaming ads quickly get 
players’ attention because they look exciting but end up 
being disappointed when the real game is different from 
the ad. Many participants said they feel frustrated, bored, 
and betrayed, and uninstall the app quickly. Most of  the 
participants said that fake ads bring fast downloads but 
usually cause bad reviews, lower trust, and players to 
quit the game. Participants also said that they warn other 
players through feedback in social media, app stores, and 
gaming groups. For them ads that show the real game 
build trust and keep players longer, even if  they do not 
get a lot of  downloads right away. Participants said fake 
ads are like scams or tricks, good for short-term attention 
but harmful for long-term success. The main feelings of  
the participants about fake ads are betrayal, frustration, 
boredom, and disappointment.
Considering the end result for Table 3, with a mean of  
4.17 and a standard deviation of  0.87 the participants 
do agree that fake gaming ads can cause stress and 
frustration for customers. The participants also agree that 
fake gaming ads create a sense of  curiosity that motivates 
consumers to try a game, even if  the ads are misleading 
with a mean of  3.81 and a standard deviation of  0.88. 
Participants also agree that they are more likely to interact 
with ads that display false advertisements with a mean 
of  3.08 and a standard deviation of  1.32. Lastly, with a 

mean of  4.02 and a standard deviation of  1.21 say that 
participants often check reviews and ratings of  the app 
before deciding whether to install or uninstall an app. The 
overall mean of  gamers’ behavior after installing an ad 
after seeing a fake ad is 3.77 with a standard deviation of
1.16. Concluding that the participants do agree with 
Table 3.
The findings on statement of  the problem 3 were 
the participant’s behavior after seeing ads and how 
gamers react or respond to fake gaming ads within’ the 
gaming industry. Most participants share their negative 
experiences by leaving feedback on Facebook, TikTok, 
Twitter, Instagram, App Store, Google Play, and other 
review platforms that can affect the ratings, backlash, 
trust in the game’s reputation, and player retention. Some 
participants share experiences with friends or in gaming 
forums where they can warn others about misleading 
gameplay, and also few participants mention that they are 
using report buttons on app stores or they directly voicing 
complaints to developers. Most of  the participants share 
their emotional experiences with fake gaming ads, such 
as frustration, disappointment, and boredom with the 
players. Most of  the participants felt betrayed by the 
difference between what the ad introduced and what the 
game delivered, leading to a lack of  trust in the developer 
or players. Participants clearly understand that fake ads 
can backfire, as players are quick to call out dishonesty. 
The online gaming community is vocal and influential, 
capable of  amplifying negative experiences to a point 
where they directly affect a game’s visibility, reputation, 
and profitability.
Given the outcome from Table 4 participants strongly 
agreed that fake gaming ads cause trust issues for 
customers having a mean of  4.55 and a standard deviation 
of  0.63. Participants also strongly agreed with having 
a feeling of  disappointment after downloading a game 
based on fake ads having a mean of  4.61 and a standard 
deviation of  0.65. On the other hand, participants became 
Neutral to continue playing a game that failed to meet 
the expectations set by a fake gaming ad with a mean of  
2.67 and a standard deviation of  1.60. Participants are 
also Neutral on being interested in trying a game, even 
if  they suspect the ad may be misleading with a mean of  
3.29 and a standard deviation of  1.29. The overall mean 
level of  trust of  online gamers in the gaming ads they see 
is 3.78, with a standard deviation of  1.39. To conclude 
participants do agree with Table 4.
The researchers also made an opinionated question for 
the participants based on the fake gaming ads impacting 
consumer trust on long-term brand loyalty in the gaming 
industry. The answers were summarized based on what 
the participants answered most often. Most of  the 
participant’s answers were that they lost trust in the game 
to download it because they felt cheated or deceived, 
which would result in negative reviews that could cause 
the company to lose money. However, they think fake 
gaming ads damage consumer trust and hurt long-term 
brand loyalty in the gaming industry. While they may 



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attract short-term downloads, players feel deceived and 
are less likely to engage with future games from the same 
developer, leading to a loss of  credibility and a declining 
player base over time. Because fake game ads only prove 
that the game maker or developer focuses more on sales 
rather than customer engagement. The 
participants also said that honest marketing is better 
because it makes them more likely to support a game in 
the long term.

CONCLUSION
Based on the demographic profile of  the respondents, 
the researchers found out that the number of  females 
was more frequent than the number of  male participants. 
It also concluded that the participants’ ages between 
19-21 years old and a 2nd year college was revealed 
to be the most evident in terms of  experienced fake 
gaming ads in Marikina City. Based on the data that we 
gathered, it is evident that fake gaming ads are frequent 
and recognizable among young gamers (statement 
of  the problem 1), aligning hypothesis 1 such that ads 
predominantly appear on the screens of  users aged 18-
34 years old. Participants demonstrate a high level of  
awareness, often distinguishing between authentic and 
deceptive content. This indicates that consumers are 
becoming more conscious of  marketing strategies within 
the gaming industry and the widespread use of  fake 
gaming advertisements. It may reveal that gamers are 
increasingly media-literate and not easily manipulated by 
flashy but inaccurate representations. The findings related 
to statement of  the problem two that support Hypothesis 
2, indicate that fake ads initially succeed in capturing 
attention and persuading users to install games, they 
ultimately lead to disappointment and high uninstall rates 
when gameplay fails to meet expectations. It indicates 
that fake ads are a risky strategy; they provide short-term 
gains that lead to dissatisfaction and uninstall rates. The 
gaming industry needs to balance attention-grabbing 
tactics with authentic representation of  the game. 
Statement of  the problem 3 explored the behavioral 
impacts that the results reinforced Hypothesis 3, 
showing that misleading advertisements cause emotional 
reactions such as frustration and distrust, which results 
in gamers sharing negative feedback publicly that can 
affect the game’s reputation. Misleading ads affect the 
emotion of  the individual players and affect the game’s 
reputation. Marketers should be cautious with their ad 
representations to avoid negative publicity. Statement 
of  the problem 4 addressed consumer trust; it supports 
Hypothesis 4, which posits that trust in traditional game 
ads is low, whereas influencer marketing is emerging as 
a more credible and engaging alternative. Participants 
expressed a greater likelihood of  trusting games 
endorsed by familiar or reputable influencers, suggesting 
a shift toward authenticity-driven marketing strategies. It 
indicates that consumers are more likely to engage with 
and trust ads that feature influencers recognize. Gaming 
industry may consider leveraging influencer partnership to 

build more authentic and engaging marketing campaigns. 
The effectiveness of  fake gaming ads lies mainly in their 
ability to generate quick interest, however, the long-term 
consequences include consumer disappointment, loss of  
trust, and reputational damage for developers. Ethical, 
transparent, and authentic marketing strategies, including 
influencer partnerships, are recommended for sustainable 
success in the gaming industry.

RECOMMENDATIONS
As the researchers concluded that most gamers often see 
fake gaming advertisements online and these ads affect 
their decision to install or uninstall the game, and that 
fake ads can lead to frustration, disappointment, and trust 
issues, the researchers recommend the following:
1. The gaming advertisement industry should implement 

or follow ethical standards for the safety and awareness 
of  consumers and gamers regarding false advertisements. 
This way, the game developers will adhere to honesty, 
transparency, and integrity. That aims to promote fair 
competition between the other game developers who 
follow ethical standards and are fair to the consumers 
and gamers, who can gain long-term trust. The gaming 
industry can implement this process of  transparency by 
avoiding any exaggerated words, and by using accurate 
visuals that display the actual features of  the game. 
What you see in Gaming advertisements should also be 
accurately real once the gamers or consumers download 
the game.
2. The Gaming advertisement should Utilize Influencer 

Marketing, They should collaborate with trusted 
influencers or gaming content creators to significantly 
enhance marketing effectiveness.Their genuine content 
helps counter the suspicion caused by misleading adverts, 
increasing engagement and download rates.
3. Gaming advertising should introduce a verification 

badge for honest advertising. There should be a 
collaboration of  game developers and application 
platforms to establish a badge system that allows for the 
verification of  advertisements. Such advertisements will 
depict game features and its gameplay realistically. This 
will save consumers time when searching for games to 
play while at the same time motivate more developers to 
be honest in their advertisements
 
Compliance with Ethical Standards
Researchers followed ethical guidelines when doing this 
research. Researchers can demonstrate the honesty and 
informational value of  their research by adhering to 
these ethical guidelines or rules. The researchers made 
sure that any personal information of  all the participants 
who helped the researchers, and the study would not 
be disclosed publicly. Respecting the privacy of  the 
participants involved shall be done by the researchers. 
Plagiarism had been avoided at all costs by the researchers. 
Any type of  intellectual property shall not be published 
without any proper permission. The contribution has 
been credited and acknowledged. Researchers made 



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their data public, increased trust in their research, and 
enabled others to build upon their papers and reproduce, 
reuse, and validate their findings. Researchers were aware 
and analytical of  their work as well as the work of  our 
colleagues. The researchers maintained accurate data in 
all studies, especially data collection, research design, 
and correspondence with publications and authorities. 
Researchers maintained the highest standards of  giving 
accurate and corrected information in what they present 
and interacting with the public.

Acknowledgments
The researchers would like to express their sincere 
gratitude to our Almighty God for giving them the 
abilities, resources, courage, and wisdom they required 
to finish this research. We the researchers would like to 
thank him for giving us the strength and positive energy 
to finish this research. 
We would also like to thank our Professor Ms. Erika Bacay 
for guiding us throughout the whole research process. We 
would like to thank her for the reminders and advice, and 
for persistently checking our papers from start to finish. 
Also, we would like to thank our validator and statistician 
Mr. Reginald P. Arimado for assisting us and giving us 
directions and suggestions to make our research better.
Lastly, we would like to thank all of  the participants in our 
study for their efforts and contributions to help us finish 
this research. The researchers would like to express their 
gratitude to their closest family members and friends for 
their unwavering support and thoughtful consideration 
throughout the development of  the research study. 
Additionally, for their words of  encouragement during all 
the late nights the researchers spent doing the study.

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