Smartphones have become a staple in many people's day to day lives and we’re playing more games on them than ever before. This has lead to the gaming market being filled with thousands upon thousands of games to choose from. A lot of these games are using commercials and advertisement as a way to generate income for the developers. This can however have a negative impact on the player's user experience. In order to gain a deeper understanding of the impact different factors of advertisements have on user experience and how developers can minimize the negative impact of their advertisements, a survey of advertisements in mobile games was done, followed by a series of semi-structured interviews with users of mobile games.The result was better knowledge of which factors affected aspects of the user experience, as well as three guidelines that developers can follow when implementing advertisement in their games, to minimize the negative impact their ads have on the player's user experience. / Smartphones har blivit en central del av många personers dagliga liv och många av användarna spelar spel på sina smartphones. Detta har lett till en marknad som kryllar av spel för användare att välja och vraka mellan. Många av de här spelen använder sig av reklam för att generera intäkter till utvecklarna. Den här reklamen kan dock medföra en negativ påverkan på spelarnas användarupplevelse. För att bättre förstå hur olika faktorer hos reklamen påverkar aspekter hos användarupplevelsen och vilka åtgärder utvecklare kan ta för att minimera den negativa påverkan som deras reklam har så utfördes en kartläggning av mobila spel, följt av en rad semistrukturerade intervjuer med användare av mobila spel. Arbetet resulterade i djupare förståelse för hur olika faktorer hos reklamen påverkar användarupplevelsen, samt tre stycken riktlinjer som utvecklare kan följa när de implementerar reklam i sina spel, för att minimera den negativa påverkan som reklamen har på spelarens användarupplevelse.

Virtual reality tech is new, exciting and full of opportunities.Despite this the gaming section of virtual reality does not grow asfast as it was predicted it would be. Headsets and games areexpensive and perhaps a market model similar to the mobile gamingmarket would do the new tech good. A model that is heavily reliant onadvertisements and low prices.The purpose of this thesis is to show that virtual reality games areas viable an advertising target as mobile games that are a popularadvertisement medium. The study uses 2D billboard advertisements asthey are a non-intrusive advertisement format that can be implementedin a similar fashion on a mobile game and VR game.For this study two games were developed, one that runs on a OculusQuest VR headset and one for mobile Android devices. The games are asclose to each other as possible in terms of objective and settingwith the same advertisements implemented in them, each game featurestwo levels, one level contains advertisements and one does not.Surveys are used to find data regarding how the advertisementsaffected the game experience on both platforms. Interviews were thenconducted to find more qualitative information and to explain theresults as well as to find out what makes an advertisement good ortolerable.