33% of heavy gamers are ok with in-game ads

When asked about their attitudes towards games with advertisements, only 15% of Heavy Gamers claimed they would be unlikely to play games that included such product placements. In contrast, more than twice as many Heavy Gamers (33%), said they would be likely to play those games, while fully 52% of Heavy Gamers and 56% of Light/Medium Gamers stated that the inclusion of advertising would have no impact on their likelihood of playing a game.

Likelihood to play games that have ads

Likelihood Heavy Gamers Light or
Medium Gamers
Likely 33% 23%
Neither Likely, nor Unlikely 52% 56%
Unlikely 15% 21%
Source: comScore