Is in-game advertising the next frontier for PC and console games?
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In-game advertising (IGA) in AAA console and PC titles is experiencing a resurgence. Advancements in technology, shifting consumer behaviours, evolving monetisation strategies, and a now-mature games market have reignited interest. With AAA publishers adopting free-to-play models and hybrid monetisation – mirroring mobile gaming’s success – ads are poised to become a cornerstone of live service growth. But will consumers accept ads in their games? This report uses survey data complemented by qualitative interviews to reveal and dissect consumer attitudes and acceptance around ads – and implications for game makers.
Key data and insights in this report:
- Gamers’ feelings on in-game ads on console and PC, Q1 2025
- Percentage penetration of players per age group who say that are positive about ads, Q1 2025
- How different gamer personas feel about ads in PC and console games, Q1 2025
- Most acceptable type of in-game ads in console and PC games for console gamers, PC gamers, and in-game item buyers, Q1 2025
- Concerns about in-game ads in console and PC games for console gamers, PC gamers and in-game buyers, Q1 2025
- Qualitative interviews diving deeper into gamers’ thoughts, feelings, and concerns around advertising in PC and console games
This report sources data from:
- MIDiA Research Consumer Survey Q1 2025, Total: 9,023 (US: 1,001, UK: 1,010, Australia: 1,000, Canada: 1,000, France: 1,002, Poland: 1,004, Japan: 1,004, Spain: 1,003, Colombia: 1,000)
- Multi-region qualitative interviews [n=5] with gamers and consumers, focusing on their attitudes about advertising in PC and console games
Words: 3100 Pages: 21 Infographics: 5
Companies and brands mentioned: Apple, Burnout Paradise, Call of Duty, Call of Duty Mobile, Crazy Taxi, Fortnite, Marvel, Microsoft, Netflix, PlayStation, PlayStation Plus, Sony, Spider-Man, Xbox, Xbox Game Pass, YouTube, YouTube Premium