Reports Games

Digital advertising reception of gamers, Q4 2022

Report by Karol Severin
Cover image for Digital advertising reception of gamers, Q4 2022
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20,000 foot view:

This report presents a        2022 snapshot of gamers’ reception to various types of digital advertisements. It covers:

  • Display / banner advertisements
  • Video advertisements
  • Video advertisements in mobile games
  • Audio advertisements
  • Advertisements that are relevant to the consumer
  • Advertisements in services that consumers already pay for

Gamer segments included are:

  • By gamer platform (Mobile, PC, Console)
  • By games genre fans (FPS, RPG, Action / Adventure, Platformer, Open world, Sandbox, Puzzle, Simulator, Strategy, MOBA, Survival, and sports games)
  • By games service subscriber (Apple Arcade, EA Play / Pro, NintendoSwitch Online, Xbox Game Pass, Xbox Live, PlayStation Now, PlayStation Plus,Ubisoft+)

The data in this report is from MIDiA Research’s        2022 consumer survey. The presented slides show a weighted average of US, UK, Canada, Australia, France,Germany, Sweden, Brazil, and South Korea        For data by market, please refer to the excel dataset of this report.

Key insights:

Advertising is a crucial part of games sales, games engagement, games monetisation, brand building, and user experiences. With this in mind, this report deck shines light on consumers’ thoughts about what they would typically do when confronted with various types of advertising. The key takeaways are:

  • Relevant advertising is key across all gamer segments: advertising that is relevant to the gamer shows significantly higher attention rates and follow up (clickthrough) rates
  • There is little difference in how gamers react to video vs. audio vs.display / banner ads. The only outlier is higher skip rates of video ads among mobile gamers
  • Video advertising placed in mobile games has a lower skip rate and a slightly higher follow up rate than video advertising as a whole
  • Gamers are more likely to pay attention to ads in services they already pay for. These services often have a lighter ad load than fully ad-supported services or sites. This suggests that lower ad load could help improve attention paid to ads
  • In terms of games genres, sandbox and platformer game fans will provide the highest ROI to advertising as they have lowest skip rates and highest follow up rates. MOBA also scores high on the latter
  • Games service subscribers show significantly higher follow up rates on ads than the gamer average
  • Apple arcade gamers are most likely to pay attention to video ads in general. Though, when those video ads are in mobile games, it falls behind bothUbisoft’s and PlayStation’s services
  • PlayStation service subscribers tend to have a lower ad skipping rate than Xbox service subscribers

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