Report: Gamers prefer free games with ads over paid games without ads

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gamers The research found that after engaging with value exchange ads a greater number of gamers intended to spend more money, more often and engaged with games longer than before any exposure to value exchange ads, leading game developers to a higher potential for revenue. In addition, brand marketers saw a higher level of engagement than before when sponsoring value exchange ads. Key findings:

? 86 percent of gamers prefer free games with ads over paid games without ads; ? 79 percent of gamers said that they like receiving free virtual goods from clicking on ads; ? 120 percent increase in the number of times gamers visited the ?add cash? area of a developer?s game after seeing value exchange ad; ? 89 percent of gamers recall value exchange advertisements in game; and ? Marketers see two times more post-ad actions driven by in-game ads than by live TV

?The research shows that gamers embrace value exchange ads, which demonstrates the progress the industry has made with advertising in and around video games,? IHS technology senior games analyst Christine Arrington said. ?As gamers become more accustomed to in-game advertising, it becomes essential for brand marketers to find creative ways to use value exchange advertising while developers must ensure gamers have easy access to these offers.? Value exchange advertising allows advertisers to reward gamers for viewing ads with items valuable to gamers, such as in-game items or free game sessions.]]>

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