IGA reveals research findings on in-game advertising

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In a wide-ranging report conducted by Nielsen, IGA has taken soundings from gamers on how impactuful in-game advertising is and how they feel it affects the game play experience.

Among the most striking figures are that 48 per cent of consumers feel the ads ‘fit extremely well or very well' inside the games, with an average of a 61 per cent increase in ‘excellent and very good' opinions around advertised products.

Take a look at the full report over in our interviews and features section.