Is Ad-Supported Free Casual Games Better Than Paid Games?

Which is better - Free to play games, but embedded with 15 or 30 second ads between levels OR No-Ads, but paid casual games?

A survey has found that the former is preferred more by over 90 percent of the users. Among them, over 34 percent would not mind clicking on the ad to learn more about the product. 34 percent of the users also want ads that are closest to their needs. This is definitely a hint that behavioral targeting would work well for game ads.