Dataset for Beyond a child's play

In the realm of mobile gaming, users often steer clear of in-game advertisements due to the disruptions they introduce. Nevertheless, game developers and advertisers are keen on enhancing ad acceptance. This study undertakes an empirical examination to validate the theoretical link between gaming experience and the avoidance of in-game mobile advertisements. It delves into the parallel, serial, and conditional mediation effects that come into play. Furthermore, this research probes the interaction effect of the fear of COVID-19 on the connection between gaming experience and one's attitude towards games. The data for this study is derived from 508 Generation Z respondents in Pakistan who are regular mobile gamers. Analysis is conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that gaming experience indirectly influences ad avoidance through the mediation of attitudes towards both advertisements and game apps. Notably, the fear of COVID-19 moderates the relationships between attitudes towards games, attitudes towards advertisements, and in-game ad avoidance. Additionally, it is important to acknowledge that the study has limitations, including the regional and generational focus of the sample. These findings have significant implications for advertisers, game developers, and researchers, offering insights into the dynamics of ad avoidance in mobile gaming environments, while considering the unique context of COVID-19 and the need for personalized advertising strategies.