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 / advertisements
- Video advertisements
- Video advertisements mobile games
- Audio advertisements
- Advertisements that relevant to the consumer
- Advertisements in that consumers already pay for
Gamer segments included are:
- By gamer (Mobile, PC, Console)
- By games fans (FPS, RPG, Action / Platformer, Open world, Sandbox, Puzzle, Strategy, MOBA, Survival, and sports
- By games subscriber (Apple Arcade, EA Play Pro, NintendoSwitch Online, Xbox Game Xbox Live, PlayStation Now, PlayStation
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 key across all gamer segments: that is relevant to the shows significantly higher attention rates follow up (clickthrough) rates
- There is difference in how gamers react video vs. audio vs.display / ads. The only outlier is skip rates of video ads mobile gamers
- Video advertising in mobile games has a skip rate and a slightly follow up rate than video as a whole
- Gamers are likely to pay attention to in services they already pay These services often have a ad load than fully ad-supported or sites. This suggests that ad load could help improve paid to ads
- In terms games genres, sandbox and platformer fans will provide the highest to advertising as they have skip rates and highest follow rates. MOBA also scores high the latter
- Games service show significantly higher follow up on ads than the gamer
- Apple arcade are most likely to pay to video ads in general. when those video ads are mobile games, it falls behind and PlayStation’s services
- PlayStation service tend to have a lower skipping rate than Xbox service