David Guo and Benjamin Gifford on Gaming Ad Authenticity

In today's fiercely competitive mobile gaming industry, consistency between advertising and actual gameplay has become a critical factor determining a game's success or failure. Top Games founders David Guo and Benjamin Gifford, through their classic title Evony: The King's Return and the RPG Run! Goddess, launched in 2025, is demonstrating to the industry the importance of honest marketing.

The Price of Deceptive Advertising

The data reveals a harsh reality: games using authentic advertising achieve Day 1 retention rates of approximately 32%, while those employing fake gameplay ads see only 14%. Even more alarming, by Day 7, the deceptive ad group's retention plummets to roughly 1.5%. Research shows that games failing to match their advertisements prompt up to 75% of players to uninstall immediately, with about 40% also leaving negative reviews.

This deceptive marketing not only directly erodes player trust but also damages the overall reputation of app stores. Countless mobile players report feeling deceived and becoming increasingly unwilling to engage with similar advertisements in the future. This short-sighted behavior ultimately harms the entire industry—advertising costs continue to rise while player trust steadily declines.

Top Games' Commitment

David Guo has a clear understanding of this issue: "This is something we take very seriously at TGI, because we've seen what happens, both in the short term and over time, when marketing doesn't reflect the actual player experience. We've learned from earlier missteps, and today, our teams move fast: we build, test, and iterate quickly to capture either a core gameplay moment or the total spirit of the game. Our goal is always the same—to set clear, truthful expectations for players before they ever download."

He emphasizes: "This isn't just about ethics, it's also good business. When players come in knowing what to expect, they're far more likely to stay. It builds trust, long-term retention, and real community."

Facing the flood of misleading ads in the industry, with competitors even copying their creative materials, David Guo expresses disappointment yet remains resolute: "That's not just frustrating, it's deceptive. We're committed to doing better, and we believe the industry can, and should, rise to that same standard."

The Responsible Advertising Pledge

Benjamin Gifford further elaborates on their commitment framework—the "Responsible App Advertising Pledge," which includes three guiding principles:

Be Truthful: What you see is what you get. Ads display features under normal gameplay conditions, clearly disclosing what is and what is not included. If it's in the ad, it's in the app.

Be Fair: Creative freedom shouldn't come at the expense of user trust. They won't mislead players, copy others' content, or support anti-competitive practices just to gain installs. Their ads respect both users and the entire ecosystem.

Be Safe: Ensure heightened vigilance and appropriate safeguards when marketing to younger users. They don't employ fear-based tactics or inappropriate themes, and clearly recommend parental or guardian supervision when appropriate. Advertising should inform and invite, not manipulate.

Authentic Player Feedback

The success of Run! Goddess validates this philosophy. In app stores, players have expressed their approval:

"It actually plays like the ads, so a huge plus. It's cute-looking anime girls, so it's basically a gacha game that's a run-and-gun. So far, I like it."

Players indicate that the consistency between advertising and gameplay was their initial reason for trying the game. The innovative gameplay, adorable character design, combined with gacha elements and daily activities, make the game highly engaging. This positive feedback creates a virtuous cycle—satisfied players continue playing and recommend the game to others.

A Warning to the Industry

In today's mobile gaming market, players' attention is easily fragmented, and they increasingly value their time investment. Downloading a game that doesn't match its advertising deeply disappoints players, and this disappointment spreads, causing them to distrust more game advertisements.

In the long run, developers who publish deceptive ads not only harm their own brands but also undermine those who present genuine gameplay. This drives up advertising costs, erodes player trust, and creates lasting negative effects across the entire industry.

The Key to the Future

As competition in mobile gaming intensifies, effective and creative marketing strategies must be built from the player’s perspective, offering engaging advertising that reflects the real experience without wasting players’ time. Ultimately, it is strong game design and development—allowing players to genuinely enjoy the gameplay—that determines whether a studio can succeed in the long term.

David Guo and Benjamin Gifford have proven through Top Games' practice that honest marketing is not only an ethical choice but also business wisdom. Their "Responsible App Advertising Pledge" sets a benchmark for the industry, reminding all practitioners that in the face of the temptation to pursue short-term installs, long-term player trust and brand value are the true wealth.

When advertising promises align with game experiences, players, developers, and the entire industry all benefit. Beyond respecting players, it serves as an investment in the sustainable future of the gaming industry.