Comscore Study: Gamers now embrace in-game ads

Under what conditions are gamers willing to accept in-game advertising?

A recent study by Comscore, conducted in March, reveals a notable shift in how gamers perceive in-game advertising. 

This increasing openness to in-game advertising reflects several key developments. Many games now incorporate ads in ways that are seamlessly integrated into the game environment, such as billboards or branded items that fit naturally within the game’s world. This approach makes the ads feel less disruptive and more like a realistic part of the game. 

Indeed, advertising appears to be less of a concern for gamers than one might expect, according to a recent survey by Comscore involving 5,000 American video gamers. The survey found that 45% of respondents were not disturbed by regular or pop-up ads, particularly those offering in-game rewards. 

This trend towards greater acceptance of in-game advertising is partly due to the fact that gamers are becoming more accustomed to encountering ads in various aspects of their daily lives. The saturation of advertising in other media has made gamers more open to its presence within their gaming experiences. 

Photo Credits : Photographie CasarsaGuru / Getty Images© 

With ETX / DailyUp 

The most played games