Attitudes to in-game advertising U.S. 2022

In 2022, a survey among gamers in the United States found that habitual gamers - ones that view gaming as their primary source of entertainment and follow gaming content online - are the ones most willing to accept in-game advertising in exchange for free in-game content. Habitual gamers constituted 77 percent of respondents among mobile gamers, while in the other two groups - recreational and occasional gamers - they constituted 50 and 40 percent, respectively.

Willingness to view in-game advertising in exchange for free in-game content in the United States as of November 2022, by user type

Characteristic	Mobile gaming	Console gaming	PC gaming
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Release date

November 2022

More information

Region

United States

Survey time period

as of November 2022

Number of respondents

4,001 respondents

Age group

18 years and older

Supplementary notes

The source defines gamers as adults aged 18+ who currently play video games. “Habitual gamers” are defined as gamers who view gaming as their primary source of entertainment and follow gaming content online.“Recreational gamers” are defined as gamers who view gaming as one of a few equivalent options for entertainment, or gamers who view gaming as their primary source of entertainment but do not follow gaming content online. “Occasional gamers” are defined as gamers who only view gaming as an entertainment option when other options are not available, or gamers who view gaming as one of a few equivalent options for entertainment but do not follow gaming content online.
The source does not provide exact date of survey for this data. The date provided is the release date.

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