Article: comScore Study Reveals Gamers Are an Attractive Online Advertising Segment

June 1, 2006 by  

Checkout the first-quarter results of the comScore Networks “The Players” study.


In-game advertising is an innovative way to reach Gamers, but some worry it might be considered an intrusive form of advertising that could alienate an audience. However, while some Gamers are offended by in-game advertising, the results of comScore’s survey suggest the positive effects outweigh any negative consequences. Specifically, when asked about their attitudes towards games with advertisements, only 15 percent of Heavy Gamers claimed they would be ‘unlikely’ to play games that included such product placements.

In contrast, more than twice as many Heavy Gamers (33 percent), said they would be ‘likely’ to play those games, while fully 52% of Heavy Gamers and 56% of Light/Medium Gamers stated that the inclusion of advertising would have no impact on their likelihood of playing a game.

“Advertisers are quickly learning that Gamers are a highly desirable consumer target,” said Erin Hunter, senior vice president of comScore entertainment solutions. “Gamers are networked and vocal about what they like and don’t like, and the results of comScore’s study reveal that the vast majority of Gamers are not bothered by in-game advertising.”

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