Study reveals gamers attitudes to in-game advertising

In-game ad experience platform, Monetizr, has released a two-tiered survey of more than 200,000 mobile gamers. The study delves into the world of gamer sentiment and offers a detailed exploration of how diverse gamer demographics perceive sponsored in-game experiences.

The survey, which first engaged more than 207,000 respondents about demographic data and then asked 3,000 of those gamers a set of questions based on sentiment toward in-game advertising, reveals patterns and behaviours that Monetizr says can assist brand marketers in enhancing their strategies for engaging and retaining customers.

Players and playing habits
The study highlights a significant shift in mobile gaming demographics, challenging traditional stereotypes. A noteworthy 43 per cent of the 207,000 respondents belonged to the Boomer or GenX age groups, while 40 per cent were from the GenZ and younger cohorts. Millennials constituted 17 per cent of the mobile gaming community. 51 per cent of the 207,000 identified themselves as female.

The study also found that mobile gaming is a powerhouse media channel, with 31.43 per cent of respondents confessing to playing for five hours or more daily. 60 per cent of respondents play between two and four hours per day, while 30.27 per cent of gamers dedicate up to one hour to their favorite games, demonstrating a widespread appeal across varied playing durations.

“This type of engagement presents advertisers with an extraordinary opportunity,” said Monetizr Co-founder and CEO, Andris Merkulovs, noting that mobile gaming, with 3.2bn players worldwide, is now one of biggest media channels, even bigger than social and streaming media. “In todays dynamic advertising landscape, brands are directing their attention towards the significant opportunities presented by the $90 billion mobile games ad market.”

The right and wrong way to get mobile gamers’ attention (3,000 respondents)
There are 3.2 billion mobile gamers worldwide and many are open to certain in-game ad integrations as long as they enhance the journey rather impede it.

The survey data also provides insights into player preferences concerning in-game advertising in mobile games. Surprisingly, a substantial portion of respondents (49.28 per cent) indicated that the placement of ads, whether integrated into gameplay or kept separate, didnt significantly impact their gaming experience.

Meanwhile, 26.17 per cent of participants favored ads seamlessly woven into the gameplay, becoming an integral part of the action. In contrast, 24.55 per cent of respondents preferred advertisements to be distinct from their gaming experience, emphasizing the importance of maintaining a separation between gameplay and promotional content. These diverse preferences highlight the intricate balance needed when integrating advertising into the mobile gaming industry.

Mobile gamers exhibit a strong inclination to engage with in-game ads offering tangible benefits. 44.86 per cent of respondents expressed their willingness to redeem real-world rewards or discounts when presented through mobile game ads. In contrast, 15.2 per cent firmly stated that they would never respond to such offers, while the remaining respondents indicated a need for further consideration.

In the context of Free-to-Play (F2P) games and their inclusion of ads for monetization, a relatively small percentage (15.68 per cent) would consider ceasing gameplay if publishers continued to utilize ads. Conversely, 44 per cent of players would continue their gameplay, with 19.57 per cent of them noting their likelihood to click on the ads for further exploration.

In terms of ad integrations, the survey underscores gamers versatility in their preferences for ad integration. A significant 28.15 per cent emphasize that whether an ad is seamlessly “part of the action” or “separated from game experiences” doesnt matter. This adaptability offers advertisers the flexibility to tailor their strategies to specific gaming environments. Furthermore, 28.65 per cent favor the immersive “reward center experience” over all other available formats, showcasing the potential for innovative ad experiences.

The study highlights the delicate balance required for ad integration, catering to diverse preferences in ad placement, while also revealing gamers responsiveness to ads offering real-world rewards. Furthermore, gamers adaptability in embracing various ad integration formats underscores the flexibility for advertisers to customize their strategies. These insights are invaluable for brand marketers navigating this dynamic landscape, where mobile gamings influence on the advertising sphere is rapidly growing.