Two-Thirds of Gamers Say In-Game Ads Don’t Negatively Affect Their Experience, New Survey Finds
variety.comJennifer Maas TV Business Writer Two in three gamers say in-game ads “positively or neutrally” affect their gaming experience, and 45% of gamers don’t mind watching regular or pop-up ads that offer them in-game rewards, according to a March survey conducted by media analyst company Comscore.
Additionally, 34% of gamers who have seen product placement ads in games say it “makes the experience more real.” Comscore and in-game ads platform Anzu’s “State of Gaming 2024” report, which was released Wednesday, surveyed nearly 5,000 adult ages 18-65 years old who self-report playing video games on a device multiple times a week to at least once a month.
According to Comscore’s findings, 62% of adults ages 18 and up play video games (with millennials making up the largest segment of that population) and in 2023, gamers spent 45 billion hours engaging with online video content in 2023.
The data shows 77% of gamers play video games on more than one platform (PC, console or mobile) and 40% playing across all platforms.
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