The dark side of 'free' mobile games — how developers reverse-engineer your patience to milk ad revenue

Block Blast, a free puzzle game developed by Hungry Games, reportedly generated $127 million from ads in just five months. Developer Ayoships has reverse-engineered the game's code, revealing tactics designed to encourage players to watch advertisements. The app's difficulty is allegedly adjusted based on each player's worth to the developers, not their skill level.

Factors such as smartphone model, location, and previous ad interactions influence this perceived value. Expensive devices and certain geographic locations are considered more valuable to advertisers, potentially resulting in a more challenging game for these players. The app employs a "Boost then kill" mechanism, making rounds easier before introducing greater difficulty, in an attempt to make players feel they're doing exceptionally well, motivating them to watch ads for another chance.

Unseen code includes terms like "reward," "bait," and "moreCleanSuccessRound," which hint at strategies aimed at increasing scores and making ad-related rewards seem more valuable. If these methods are genuine, they could blur the line between legitimate progress and software adjustments to manipulate players. While free games typically do not require payment, players' attention and viewing time can become valuable sources of income.

Optional ads for extra lives or additional attempts are common in mobile gaming, but deliberately heightening frustration to spur ad consumption raises ethical concerns. The investigation does not provide details on how often these tactics occur or if all players are treated equally. It also raises questions about whether the mechanisms respond to advertising opportunities automatically or follow other conditions within the software.

These factors are crucial to determine if the observed behavior is a deliberate manipulation or simply part of standard gameplay balancing.