{"id":301963,"date":"2023-01-10T11:01:00","date_gmt":"2023-01-10T11:01:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/converting-gamers-to-consumers-research\/"},"modified":"2023-08-09T16:05:32","modified_gmt":"2023-08-09T16:05:32","slug":"converting-gamers-to-consumers-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/converting-gamers-to-consumers-research\/","title":{"rendered":"Converting Gamers to Consumers: How advertisers can drive positive perception in gaming environments"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"301963\" class=\"elementor elementor-301963\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f2fbba7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"46538\" data-id=\"f2fbba7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-546c46bc\" data-eae-slider=\"5606\" data-id=\"546c46bc\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-11f4aa7c elementor-widget elementor-widget-text-editor\" data-id=\"11f4aa7c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h3>Capture consumers from the console<\/h3>\n\n<p>Gaming is gearing up to be a powerhouse channel for marketers. And with more than half of gamers spending at least eight hours playing video games each week, marketers have the opportunity to tap into this highly engaged audience to drive their brand messages.\u00a0<\/p>\n<p>But how should marketers navigate the gaming landscape to propel positive consumer receptivity?\u00a0<\/p>\n<p>In our latest study, IAS explores how consumers perceive in-game ads and uncovers the ways marketers can strategically turn gamers into consumers.\u00a0<\/p>\n<p>Here&#8217;s what we discovered:<\/p>\n<ul>\n<li><b>69%<\/b> of gamers are open to <strong>non-disruptive<\/strong> in-game ads<\/li>\n<li><b>61%<\/b> of gamers prefer to see ads that are <strong>related to the content<\/strong> of the game they are playing<\/li>\n<li><b>44%<\/b> of gamers say they are likely to <strong>avoid purchasing<\/strong> from brands that advertise near risky gaming content\u00a0<\/li>\n<\/ul>\n<p>Download the research, <strong>Converting Gamers to Consumers<\/strong>, to find out how to leverage the growing gaming ecosystem to drive positive outcomes for your brand.\u00a0<\/p>\n<p>Learn more about how IAS is helping marketers drive their in-game performance <a href=\"https:\/\/stagingias.wpengine.com\/insider\/gadsme-gaming-partnership\/\">here<\/a> and <a href=\"https:\/\/stagingias.wpengine.com\/insider\/in-game-media-quality-measurement-anzu\/\">here<\/a>.<\/p>\n<p><\/p>\n<p>\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Gaming is gearing up to be a powerhouse channel for marketers. And with more than half of gamers spending at least eight hours playing video games each week, marketers have the opportunity to tap into this highly engaged audience to drive their brand messages. But how should marketers navigate the gaming landscape to propel positive consumer receptivity?<\/p>\n","protected":false},"author":1,"featured_media":305730,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,285,281,287,282,272],"tags":[],"class_list":["post-301963","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-contextual-targeting-uk","category-ctv-video-uk","category-featured-uk","category-mobile-in-app-uk","category-research-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Converting Gamers to Consumers: How advertisers can drive positive perception in gaming environments - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/converting-gamers-to-consumers-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Converting Gamers to Consumers: How advertisers can drive positive perception in gaming environments\" \/>\n<meta property=\"og:description\" content=\"Gaming is gearing up to be a powerhouse channel for marketers. And with more than half of gamers spending at least eight hours playing video games each week, marketers have the opportunity to tap into this highly engaged audience to drive their brand messages. 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