Advertising is seen by its audience as making gaming feel more authentic; two-thirds (65%) of gamers agreed in-game ads made the experience more realistic and 55% said the ads "look cool".
Half of the respondents said they preferred in-game ads to other ad formats and 58% said the ads stood out more.
In addition, in-game advertising was also found to positively impact on consumers' key brand attitudes (see chart). For example, 57% of those exposed to in-game ads said they would recommend that brand, while fewer, 49%, of those not exposed to in-game ads would do so.