Why Do Games Make Your Child Watch Ads to Keep Playing

If your child plays mobile or online games, you've probably seen them watching an ad just to unlock the next level, get extra lives, or earn virtual coins. It might seem harmless—after all, the game is free, right? But have you ever wondered whether these persistent ads could have a bigger impact on your child than you realize?

In this article, we'll break down why games push ads so aggressively, how these ads can affect your child's well-being, and what you can do to limit their impact.

Why Do Games Make Your Child Watch Ads to Keep Playing?

Many mobile games are advertised as "free to play," but developers still need to make money, and they do this in one of two ways:

In-app purchases – Players can buy extra content, like character upgrades, in-game currency, or special abilities.
Advertising revenue – Games show ads, and developers get paid each time someone watches or interacts with them.

Some games make ads a necessary part of the experience, keeping children engaged by offering rewards like extra lives or power-ups in exchange for watching videos. Others take it a step further with unskippable ads that players must sit through before moving to the next level. In some cases, the game itself is designed to be frustrating, pushing kids toward ads as the easiest way to keep playing without setbacks.

How Ads in Games Can Affect Children

Ads in games do more than just interrupt play—they can influence how children think, behave, and interact with technology.

Inappropiate content. Ads might show inappropriate content, including violent themes, gambling promotions, and misleading products. Younger children, who may struggle to differentiate between ads and actual game content, are particularly vulnerable. Over time, these ads can influence how kids perceive the world by promoting unrealistic beauty standards, exaggerated lifestyles, and even misleading gameplay footage that does not match the actual experience.

Overspending. Many advertisements promote in-app purchases, which can lead children to believe that they must spend money to advance in a game. This reliance on spending can result in frustration, pressure to compete with peers, and even unauthorized purchases on a parent's account.

Excessive screen time. When children have to watch ads to continue playing, they may end up spending more time on screens than intended. The constant back-and-forth between gameplay and advertising can make it harder for them to focus, too.

Privacy and profiling. Some ads track user behavior to deliver personalized content, often collecting data without obtaining clear consent, especially if your kid lied about their age.

What Can Parents Do About It?

Ads in games aren't going away, but you can take steps to minimize their impact on your child:

1. Choose Games With Fewer Ads

Not all mobile games are packed with ads. Some offer a one-time purchase instead of running on an ad-driven model. Look for games labeled as "premium" instead of "free-to-play," since these are less likely to bombard kids with ads. There are also educational and ad-free apps designed for children that focus on quality content rather than squeezing in as many ads as possible.

2. Talk to Your Child About Ads in Games

Kids don't always realize that ads are there to make money. They might assume that if a game tells them they "need" a certain upgrade, it must be true. Have conversations about how ads work, why they appear in games, and why not everything they promise is real. Encourage them to think twice before tapping on anything that tries to sell them something.

3. Use Bitdefender Parental Control

If you want more control over the games your child plays and the ads they see, Bitdefender Parental Control can help. This tool lets you manage which apps and games they can access, block content that isn't appropriate, and limit internet time.

4. Set Limits on In-App Purchases

Many games push kids toward spending money, sometimes without them realizing it. To avoid surprise charges, disable in-app purchases or require a password for any purchase. This way, your child won't be able to buy add-ons or virtual currency without your approval.

5. Report Inappropriate Ads

If an ad seems off—whether it's too aggressive, misleading, or completely inappropriate—report it. Most app stores and game developers have a way for users to flag ads that violate their policies. Taking a moment to report bad ads helps improve the experience for everyone.

FAQs

Why do mobile games make kids watch ads to keep playing?

Free-to-play games rely on ads for revenue. Developers encourage kids to watch ads by offering in-game rewards, such as extra lives or power-ups, making ads feel like part of the game experience.

Can in-game ads be harmful to children?

In-game ads can expose kids to inappropriate content, encourage unnecessary spending, and increase screen time. Some ads also track user data, raising privacy concerns.

How can parents limit ads in mobile games?

Choose premium, ad-free games, talk to their kids about ads, use parental controls like Bitdefender Parental Control to manage app access, and disable in-app purchases to prevent accidental spending.