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The shift away from desktop browsing to mobile web has put the squeeze on Google's advertising revenues from traditional pay-per-click. But the tech giant is trying to set things right by sneaking ads into the user's inbox.

The latest example involves the introduction of tabs in Google-owned popular email service Gmail. Google places both emails as well as advertisements under the Promotions tab in the inbox and users find it difficult to distinguish between the two.Industry observers said this tactic, which has already become the talk of the ad industry, signals Google's renewed attempt at tackling what has been considered the company's biggest weakness: slowing ad sales from desktops.

"Google earnings show that its clickrates have gone down over the past two quarters, so this is possibly a great way to catch-up and place ads right in front of its users to increase sales," said Prasanth Mohanachandran, founder and chief executive of AgencyDigi, a Mumbai-based digital communications agency.
In an emailed response, Google said the new ads replace the ones that were earlier shown on top under the old design. Last week, the Mountain View, California-based Google reported second-quarter earnings that fell short of analyst estimates mainly due to slowness in desktop search and a fall in ad prices. With over 90% of its revenues coming from advertisements, getting people to click on them is crucial for Google.

Over the past few quarters, companies like Facebook and Google have been trying to improve their mobile advertising revenues as more users access web services on smartphones. On Wednesday, rival internet firm Facebook said mobile ads generated 41% of its revenue last quarter, up from 14% from last year.
Internet privacy experts said the decision to place advertisements that are disguised as emails is a "sneaky way of getting more users to click on ads" as Google tries to mitigate the effects of slowing ad sales on desktops. "Users would often mistake these advertisements for actual emails. May be that's the cost of using a free product," said Sunil Abraham, executive director of Bangalore-based research firm Centre for Internet and Society. "Previously, ads used to look like ads. Of late, Google has been trying to mix ads with content and that's where the privacy angle comes into play," he added.

A Google spokesman said these ads aren't exactly the same as emails because they don't take up inbox storage. "The new ads act like the old normal inbox ads. When people click the ads, they will either be directed to an advertiser's landing page or the ad will expand within Gmail," the company said in an emailed response.

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GAME DETAILS
Developer	Eidos Montreal N-Fusion
Engine	Unity
Platform	Android, iOS
Release Date	Coming Soon for Android
Size	~1.6GB
Genre	Action role-playing, first-person shooter, stealth
Price	$6.99
Download Link	-------

Story

Deus Ex: The Fall is a Set in 2027– the golden era for science, technology and human augmentation. Ben Saxon an augmented former British SAS Mercenary, is desperate for the truth behind a global conspiracy threatening his life. The story in the game directly follows that in James Swallow's Deus Ex: Icarus Effect, a tie-in novel to the 2011 game Deus Ex: Human Revolution.

Gameplay

Deus Ex: The Fall brings full console experience of the Deus Ex to mobile. The Presentation of the game is spectacular. The Game offers a great mix of gameplay, as you really can approach combat as stealthily or head-on as you'd like — though The Fall gives you greater rewards for non-violent solutions. The game offers a full suite of weapons, including more than 20 guns and lots of grenade types, as well as active and passive abilities to employ from Ben's mechanically augmented body.

The motion controls is a bit hectic. The character can be moved to a location by double tapping on the screen but it’s too easy to activate accidentally. Dragging anywhere on the right half of the screen changes the view, and the left half the screen controls the movement.



As this is an action-stealth genre game, shooting abilities matters much. The fall’s Shooting isn't totally precise, as you just move your cursor with fingers over a target. There are fire buttons on the left and right side of the screen, and buttons to crouch and take cover.

The weapons, grenades and power-ups all worked on buttons that would open drop-down menus with more options when held. It was a nice way to save space, but it made it somewhat difficult to change weapons in the middle of heated combat.




Some of the Augmentations like Smart vision, Punch tool, etc. are refreshing and social and hacking skills are pretty smart. If you are a fan of Deus Ex franchise you will definitely enjoy its Gameplay.

Graphics and Sound

The fall’s graphics is remarkable. The Gold tint feels like playing Deus Ex: Human revolution. The Characters, shadows and surrounding speaks about the visually stunning graphics. Like its big brother, The Fall has same sound effects.

Verdict

Deus Ex: The Fall worth every penny. You may feel some difficulties to play this game on your phone as this is first person shooter game. The Game is highly recommended for Tablets or mobile phone with BIG screen. One may feel uncomfortable to use the controls even on a mobile phone with 4.7" screen because you can't much space to hit the buttons and to see everything clearly.