Converting Gamers to Consumers: How advertisers can drive positive perception in gaming environments

Capture consumers from the console

Gaming is gearing up to be a powerhouse channel for marketers. And with more than half of gamers spending at least eight hours playing video games each week, marketers have the opportunity to tap into this highly engaged audience to drive their brand messages. 

But how should marketers navigate the gaming landscape to propel positive consumer receptivity? 

In our latest study, IAS explores how consumers perceive in-game ads and uncovers the ways marketers can strategically turn gamers into consumers. 

Here’s what we discovered:

• 69% of gamers are open to non-disruptive in-game ads
• 61% of gamers prefer to see ads that are related to the content of the game they are playing
• 44% of gamers say they are likely to avoid purchasing from brands that advertise near risky gaming content 

Download the research, Converting Gamers to Consumers, to find out how to leverage the growing gaming ecosystem to drive positive outcomes for your brand. 

Learn more about how IAS is helping marketers drive their in-game performance here and here.