82 per cent of gamers love in-game advertisements

Nielsen, IGA Worldwide survey

Don't believe anything you've heard about in-game advertising from basically every video game news outlet to date, because a new study found that 82 per cent of consumers love them unconditionally.

Confused? So was Wired's Earnest Cavalli, who had previously went off on a tirade against in-game ads, calling them an annoying distraction that any normal person should detest.

Apparently, if the study is to be believed, he was wrong.

According to the Nielsen company and in-game ad entrepreneurs IGA Worldwide, the survey showed that "82% felt games were just as enjoyable with ads as without," and "there was an average 61% increase in consumers' favourable opinions of products advertised in-game post-play."

The IGA press release also pointed out a 33 per cent increase in positive brand association after exposure to in-game ads, which basically translates into "people loved seeing in-game ads."

As with any survey, the numbers can easily be skewed or manipulated, but so far this one checks out. Still, who was surveyed? What kinds of ads were used? Do people really like ads that much when playing the latest video game?

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GamePro staff

GamePro (online)
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