IGA: Most Gamers Cool With In-Game Ads

The vast majority of gamers are fine with seeing ads placed within video games, and those ads pack more wallop for brands than ads appearing in traditional media, according to comprehensive new study released by top vendor IGA Worldwide.

IGA, which works with game publishers such as EA and Activision to insert both permanent and rotation ads within video games played via an Internet connection, last year tapped Nielsen BASES and Nielsen Games to conduct a in-depth six month examination of the impact of in-game advertising using traditional brand effectiveness measures such as awareness and recall.

The report, Consumers