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Two-Thirds of Gamers Say In-Game Ads Don’t Negatively Affect Their Experience, New Survey Finds


Two in three gamers say in-game ads "positively or neutrally" affect their gaming experience.

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. “Comscore’s data empowers advertisers to confidently shift spend into the gaming economy, unlocking incremental reach and media performance by targeting this largely underleveraged brand environment.” Comscore’s State of Gaming Report 2024 helps advertisers better understand gamer behaviors and preferences to deliver more relevant in-game ad experiences to their consumers and get maximum impact from their investments.”

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