Gamers are increasingly receptive to in-game advertising, according to a study conducted by Comscore in March. In fact, two-thirds of gamers surveyed said that in-game ads had a positive or neutral impact on their gaming experience.

Advertising doesn't seem to bother gamers that much, according to a recent survey by Comscore, conducted among 5,000 American video gamers. Of them, 45% said they were not bothered by regular or pop-up ads offering in-game rewards.

This trend is partly explained by the fact that gamers are increasingly used to seeing ads in their daily lives. But that's not all: according to the study, 34% of gamers who have seen product placement ads in games feel that it "makes the experience more real." Brands therefore have every interest in investing in this type of advertising, which can be particularly effective among this target group, provided it is well integrated into the game.

The study, conducted in partnership with in-game advertising platform Anzu, surveyed nearly 5,000 adults aged 18 to 65 who say they play video games more or less frequently.

According to the findings, 62% of adults play video games, with Millennials accounting for the largest share of that group. In 2023, gamers are estimated to have spent 45 billion hours watching video content online.

Moreover, 77% of gamers use several platforms to play (PC, console or mobile), and 40% of them play on all platforms. Brands therefore have every interest in diversifying their advertising investments to reach as many gamers as possible.

The study also reveals that games are becoming increasingly popular on social networks. In fact, 68% of gamers who think that "seeing a brand featured in a game makes me more interested in learning more" said they would go to social networks to find out more about that brand.

Social media is therefore a channel not to be overlooked by brands wishing to reach gamers. Influencers have already picked up on this trend, streaming their gaming sessions live on both the specialist platform Twitch, and on TikTok. Indeed, 53% of Gen Z and 61% of Millennials who are aware of livestreams have already engaged with this kind of content.

Influencers aren't the only ones to have spotted the trend, with streaming platforms now also banking on video games. The American giant Netflix, for example, has multiplied the number of adaptations of its biggest hits into video games.

 - AFP Relaxnews