37% of gamers on mobile devices confess that in-game advertising has influenced them when purchasing in the last three months.
Although many gamers lose their patience when they see an in-game advertisement in front of them (to which they may dedicate all kinds of “dirty words”), the truth is that this type of advertising makes them itch enough to make a purchase directly driven by it.
According to a recent study carried out in the United States by The Drum and YouGov, 37% of those who play games on mobile devices confess that in-game ads (supposedly so abhorred) have influenced them when purchasing the course of the last three months.
Among gamers who pressed the “buy” button after viewing in-game ads, men and women are more or less evenly distributed, although those most likely to make the transition from shopping to gaming are young people aged between 30 and 35. 56% of gamers in this age group made a purchase.
In contrast, 79% of gamers aged 65 to 70 admit to never having purchased after seeing an in-game advertisement. The same is true for 75% of gamers aged 75 to 80 and 74% of gamers aged 60 to 65.
It is also worth noting that 23% of gamers admit to having made multiple purchases thanks to the influence of in-game ads.
Even though there are still many gamers who are not willing to loosen their wallets no matter how overwhelming the influence of in-game advertising is, the truth is that this type of advertising is engraved in their memory.
39% of gamers claim to remember in-game advertising very well or fairly well. This advertising formula is particularly effective among gamers aged 30-35 (50%) and in the 25-30 demographic (50%).
Moreover, a large majority of gamers are fully aware of the value exchange behind in-game advertising. 51% of gamers say they would rather watch ads than make in-game purchases. This proportion rises to 71% in the case of 15-20-year-olds.
Nevertheless, 49% of gamers deliberately try to avoid in-game advertising in video games, and only 29% watch all in-game ads. Gamers between 35 and 40 years of age (39%) are particularly predisposed to watch advertising to the end.