types of advertising in games do gamers love (or dislike)? //

Video ads are “abhorrent” to gamers. The same goes for banners and display ads. In a new report, data.ai and IDC examined the most popular in-game advertising formats among marketers and users. The report confirms the fact that gaming is a very mobile-centric experience, and that consumer expenditure on mobile gains will reach $108 billion in this year.

Why do we care? Marketers seem to be more interested in social media and CTV ads than they are game-based advertisements, even though global gaming audiences have surpassed 3 billion. (Compared with global social media audiences of almost 5 billion). This is a huge opportunity, as the audience can become somewhat captive once they are immersed in games.

Finding ad formats for Minecraft fans or members of a diverse and large audience that won’t immediately turn them off is the challenge.

Dig deeper: In-game advertising: A marketer’s guide

Users don’t like it. User preferences do not necessarily indicate outright rejection. There are some formats that people don’t really like:

• Even though over 80% reported that they had seen in-game ads, there are 24% more people who dislike them.
• 85% of gamers have admitted to seeing video ads in-game; 32% dislike them more than they like them.
• The gap between the two has grown year-on-year.

The most popular with users. Give the audience something to win and they will be on your side.

• Video ads with rewards are the most liked format, according to 20% of respondents. These opt-in advertisements offer a reward in the context or a game.
• Users rate playable ads second; 16% like them. Interactive ads allow users to try out a mobile gaming experience before downloading an app. It’s not just for gaming brands, but for companies in general as well.

Find out more about and the findings by clicking here.

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