A recent study from IGA has indicated in-game advertising benefits brand and consumer alike, with 82 per cent of consumers reacting positively to ads during game play.

The research, which took results from over 1,300 gamers, found that there was an increase of 61 per cent favourable opinions of products advertised in-game post-play.

“With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived,” explained Justin Townsend, IGA’s CEO.

“The consumer insights we’ve gleaned from this data will help drive the industry’s first research-based in-game advertising measurement standards as well as strengthen IGA’s position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences.”

The games titles used in the survey were provided by Activison and EA.