Research by Gameloft for Brands indicates that in-game video advertising significantly outperforms YouTube pre-roll ads in brand recall and sustained attention. The study, combining eye-tracking and emotional response measurements, found in-game ads resulted in 25% higher brand recall and 18.1% more sustained attention. These findings suggest new opportunities for advertisers to achieve greater engagement and purchase intent within gaming environments.
The findings suggest in-game advertising could offer higher engagement and ROI than traditional pre-roll formats, shifting advertiser budgets towards gaming platforms. For streaming services, this indicates a potent, yet potentially underutilized, ad inventory that capitalizes on a highly immersed audience. Video game publishers with in-game ad capabilities are positioned to attract greater ad spend. Watch for increased investment in gaming ad tech and formal measurement standards to emerge from major ad agencies looking to capitalize on this trend.
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