Over the last decade, mobile games and apps have become a major part of our daily lives. From fitness trackers and photo editors to farming simulators and puzzle games, there's an app for everything. But there’s also something else in almost all of them—ads. And not just a few… endless ads.
Today, many users feel like the “free” experience has become almost unusable. Ads run before, during, and after every action. Some pop up unexpectedly, some hijack the entire screen, and others force you to watch 30–60 seconds just to continue a level. What used to be a quick escape or productivity tool has become a constant interruption.
So what happened?
Ads Have Become the Main Business Model
For years, developers relied on one-time purchases or small banner ads. But as competition grew and the app stores became crowded, many developers turned to aggressive advertising networks to stay profitable.
Now we're hit with:
- Full-screen video ads
- Auto-playing ads
- Fake “X” buttons
- Reward ads for basic gameplay
- Ads that appear mid-session without warning
The experience often feels less like playing a game and more like navigating a commercial maze.
Then Came the Subscriptions… and More Subscriptions
As annoying as ads are, what’s even more frustrating for users is the rise of subscription paywalls meant to remove them.
Instead of a one-time $1.99 or $4.99 purchase, many apps now offer:
- $5.99 per week
- $9.99 per month
- $49.99 per year
- “Gold,” “Platinum,” and “Elite” tiers
- Bundles that still don’t remove all ads
These subscription models can quickly add up, especially when dozens of apps use the same strategy. What used to cost a few dollars now costs as much as a streaming service.
It leaves users wondering: Why do I have to subscribe to everything just to enjoy a simple app?
When “Free-to-Play” Turns Into “Pay-or-Suffer”
The biggest complaint among mobile users is how aggressive the system has become.
- Many games intentionally slow down progress unless you watch ads.
- Some apps lock features behind subscriptions that were once free.
- Others bombard users with pop-ups begging for upgrades or purchases.
It creates a culture where "free-to-play" doesn’t actually feel free at all. It feels like you’re being punished for not paying.
Are Developers at Fault? Not Entirely.
It’s important to acknowledge that most indie developers depend on ads or small purchases to survive. The real issue is how large advertising networks and monetization platforms have shaped the modern app economy.
Still, there’s a balance—and many apps have lost it.
What Users Really Want
People aren’t against supporting developers. In fact, many would gladly pay:
- A one-time fee to remove ads
- A fair, low-cost subscription
- A reasonable tier system
But they want transparency. They want simplicity. They want an app that doesn’t require a financial spreadsheet to understand what they’re paying for.
The Future: Will Things Change?
There is hope. More users are speaking out, calling for:
- One-time purchase options
- Less intrusive advertising
- Clear pricing structures
- Fair gameplay without ad manipulation
If developers listen, we could see a more user-friendly shift in how mobile apps and games are monetized. But for now, many of us are stuck closing ads every 15 seconds just to relax or get something done.
Thanks for reading. Cecilia












