Ipsos Research of 37,000 Gamers Finds In-Game Promoting Considerably Improves Model Affinity

In-game promoting can normalise manufacturers  

New evaluation from Ipsos GameObserve (carried out in Q1 2026 with 37,000 online game gamers throughout 16 European nations) exhibits that avid gamers uncovered to in-game promoting are constantly extra prone to agree that advertiser manufacturers are ‘for people like me’.

Ipsos in contrast avid gamers who had performed titles that includes particular model integrations (the take a look at pattern) with avid gamers who had not performed the related video games (the management pattern). Across 9 campaigns analysed, the take a look at pattern confirmed a mean uplift of +31% for ‘is a brand for people like me’.

We additionally took further steps to make sure that the uplift wasn’t attributable to the profile of the gaming viewers (i.e. these enjoying the video games that characteristic in-game promoting). To guarantee this was the case, we additionally requested about manufacturers that weren’t promoting within the related video video games and right here we solely noticed a +6% uplift – that is what we might anticipate the uplift to be if there was no in-game promoting.

Looking at particular person in-game campaigns, Beats sees outcomes twice which can be twice as excessive (+97% uplift) amongst the uncovered (take a look at) pattern. High-profile, established manufacturers comparable to Pepsi (+26%) & Visa (+18%) additionally see sturdy uplifts.

The campaigns fuelling the uplifts seen above embody branded EAFC integrations comparable to Beats-sponsored tournaments, Visa and Pepsi perimeter-board promoting, and Nike’s digital Air Zoom activation – demonstrating how manufacturers might be woven naturally into gameplay environments.

Gamers additionally recall seeing promoting in-game  

Across 9 in-game campaigns we additionally see a mean uplift of +96% for prompted promoting consciousness amongst uncovered video games.

In-game promoting can have a robust implicit influence, however these uncovered to in-game promoting are additionally extra prone to consciously recollect it. 

Engagement with a digital world creates actual world model influence  

Given the extremely immersive nature of gaming, digital sport environments can perform as self-contained worlds the place gamers interact with characters, narratives, and different avid gamers – in contrast to another media, avid gamers are energetic quite than passive members which helps maintain consideration excessive.

Furthermore, manufacturers might be built-in into video games with out disrupting the gaming expertise. A profitable model integration can have a robust unconscious influence that influences the viewers with out them essentially being consciously conscious of it.

In this context in-game promoting is especially efficient at normalising advertiser manufacturers to avid gamers and making them seem to be a pure a part of their world. This is a profit we’ve seen in different media, comparable to product placement, the place it’s once more vital that the location suits seamlessly with the content material.

Unlock the ability of gaming audiences  

Ipsos GameObserve (a research of 37,000 interviews in Q1 2026 with online game gamers throughout 16 European nations) is used to dimension the general video video games business when it comes to gamers, engagement and income.

Using GameObserve, we are able to establish who’s enjoying particular video games, and consequently who’s uncovered vs unexposed to in-game promoting.

If you have an interest in measuring your subsequent in-game marketing campaign on GameObserve 2027, our crew of gaming and promoting measurement specialists have a wealth of expertise, together with: 

• Conducting ad-hoc research to grasp dynamic in-game promoting.
• Profiling the gaming audiences – a key discovering has been that the extremely aggressive nature of avid gamers could make them a horny viewers to manufacturers. This hyper-competitive nature can spill over into their buying habits as they wish to personal the ‘best’ manufacturers 
   

Technical word

GameObserve is run by Ipsos on behalf of Video Games EU. Results present an evaluation of the demographics of European online game gamers and their gaming and buying behaviour throughout all platforms and codecs, providing a complete view of their gaming habits. Historically, GameObserve has targeted on 5 key European markets: the UK, France, Germany, Spain, and Italy, with on-line surveys carried out month-to-month amongst respondents aged 6 to 64 till This autumn 2024. From 2025 GameObserve has expanded to incorporate Austria, Belgium, Croatia, Denmark, Finland, Ireland, the Netherlands, Poland, Romania, Sweden, and Switzerland.

Data is collected utilizing a bi-modal survey methodology mixed with exterior gross sales information. Initially, an offline survey is carried out face-to-face each three years in every market with a pattern of 1,000 people over the age of 14 or 15 or 16 yrs outdated (relying on every market) assessing private online game enjoying behaviour in addition to the online game enjoying habits of minors aged 6 to 17 yrs outdated, as reported by dad and mom or guardians. These outcomes are analysed amongst adults aged 18-75 yrs outdated and are used to stability and contextualise findings from a extra detailed on-line survey.

The second part includes a complete on-line survey carried out amongst c3,000 respondents (c2,000 relying on nation) from a nationally consultant pattern aged 6 to 75 yrs outdated from every nation, with quotas set for age, gender, area, training, employment standing, and the presence of kids within the family. This ensures nationwide illustration of the general inhabitants, together with each online game gamers and non-players. Subsequently, exterior information from Game Sales Data (GSD) and Sensor Tower is built-in inside the on-line survey information to estimate general income from shopper spending on online game purchases.