1、ConvertingGamers to ConsumersRESEARCHHow advertisers can drive positive perception in gaming environmentsIntegral Ad Science surveyed U.S.adult gamers to understand their receptivity to in-game advertising and gauge their perception toward brands that advertise near risky or unsafe gaming content.In

2、 this study,we dive into the types of content that gamers consider risky and uncover if this unsafe content influences consumer purchase decisions.Field datesOctober 2022Participationn=1,100 U.S.adult gamersConverting Gamers to ConsumersStudy objectives and designGamers most often play on mobile dev

3、ices,followed by gaming consolesQ.What type of devices do you typically use to play video games?(Select all that apply)63%82%48%24%MobileConsoleDesktopor laptopSmart TVQ.How many hours a week do you play video games?Gamers typically log several hours a week playing video games56%of gamers spend more

4、 than eight hours per week playing video games17%27%13%How many hours per week do you play video games?1-3 hours4-7 hours23%8-12 hours13-16 hours17+hours20%Puzzle and party games are the most commonly played,followed closely by shooter gamesQ.What genre(s)of video games do you regularly play?Choose

5、up to 3Puzzle and party gamesShooterPlatformerRole-playing gamesAction-adventureSimulationSandboxSportsSurvival and horrorMultiplayer online battle arenaReal-time strategy37%34%23%23%21%21%19%17%16%14%9%A majority of gamers are receptive to non-disruptive in-game ads Q.Thinking about in-game adverti

6、sing,indicate your level of agreement with the following statements:I am open to in-game advertising as long as the ads do not disrupt the gaming experience(agree/strongly agree)of gamers are open to in-game advertising as long as the ads do not disrupt the gaming experience69%Gamers feel favorably

7、about in-game ads that are contextually relevant to the surrounding contentQ.Thinking about in-game advertising,indicate your level of agreement with the following statements:I prefer to see in-game ads related to the game content of the game Im playing(agree/strongly agree);Q.How likely are you to

8、purchase a good or service from a brand whose in-game ads are relevant to the content of the game Im playing?(likely/very likely)61%of gamers prefer to see ads that are related to the content of the game they are playing57%of gamers are likely to purchase from a brand whose ads are relevant to the c

9、ontent of the game they are playingbut nearly three-quarters of gamers think gaming content can be unsafeof gamers agree that there are types of games that promote risky content73%Q.Do you believe there are types of games that promote risky content?Q.Which of the following would you describe as risk

10、y content for brands to advertise near?Top types of risky content:70%59%40%Which of the following would you describe as risky content for brands to advertise near?Sexually explicit content53%37%Sexually explicit contentViolenceDrug use132Drug useViolenceGambling with real currencyExplicit languageGo

11、reCrude humor37%23%Safe ad placement matters to gamers,with more than half taking note of ads that appear near risky contentQ.How likely are you to remember a brand that advertises near risky content?;Q.Thinking about in-game advertising,indicate your level of agreement with the following statements

12、of gamers say they are likely to remember a brand that advertises near risky contentMEMORABILITYof gamers say they feel less favorably toward a brand that advertises near risky contentFAVORABILITYof gamers say the content a brand advertises near influences their decision to purchase their products o

13、r servicesPURCHASE DECISION55%47%43%Gamers are likely to stop buying from a brand that advertises near unsafe gaming content Q.How likely are you to avoid purchasing from a brand that advertises in a game that has risky content?(Likely/very likely)44%of gamers say they are likely to avoid purchasing

14、 from brands that advertise near risky gaming contentand a vast majority of gamers hold brands accountable for advertising in toxic gaming spacesQ.When it comes to areas of gaming such as voice chats or chat rooms,how responsible are brands for having their ads appear where harmful activity occurs i

15、n these chats/rooms?(Responsible/Somewhat Responsible)83%of gamers say brands are at least somewhat responsible for their ads appearing near harmful spaces in gaming,like voice chats or chat rooms1KEY TAKEAWAYSGamers spend several hours a week playing video games,most often on their mobile devices82

16、%56%37%of gamers play video games on mobile devicesof gamers spend at least 8 hours a week playing video gamesof gamers say they play puzzle and party games most often2KEY TAKEAWAYSGamers are more receptive to contextually relevant and non-disruptive in-game ads69%61%57%of gamers are open to non-dis

17、ruptive in-game ads of gamers prefer to see ads that are related to the content of the game they are playingof gamers are likely to purchase from a brand whose ads are relevant to the content of the game they are playing3KEY TAKEAWAYSGamers notice the content adjacent to in-game ads,influencing bran

18、d perception and purchase intent73%47%44%of gamers agree that there are types of games that promote risky contentof gamers would feel less favorably toward a brand whose ads appear next to risky contentof gamers say they are likely to avoid purchasing from brands that advertise near risky gaming contentHow IAS Can HelpHolistic in-game media quality solutionsGET STARTEDBrand Safety&Suitability SolutionsViewability and Invalid Traffic MeasurementComing soonAnd more in 2023