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1、ConvertingGamers to ConsumersRESEARCHHow advertisers can drive positive perception in gaming environmentsIntegral Ad Science surveyed U.S.adult gamers to understand their receptivity to in-game advertising and gauge their perception toward brands that advertise near risky or unsafe gaming content.In

2、 this study,we dive into the types of content that gamers consider risky and uncover if this unsafe content influences consumer purchase decisions.Field datesOctober 2022Participationn=1,100 U.S.adult gamersConverting Gamers to ConsumersStudy objectives and designGamers most often play on mobile dev

3、ices,followed by gaming consolesQ.What type of devices do you typically use to play video games?(Select all that apply)63%82%48%24%MobileConsoleDesktopor laptopSmart TVQ.How many hours a week do you play video games?Gamers typically log several hours a week playing video games56%of gamers spend more

4、 than eight hours per week playing video games17%27%13%How many hours per week do you play video games?1-3 hours4-7 hours23%8-12 hours13-16 hours17+hours20%Puzzle and party games are the most commonly played,followed closely by shooter gamesQ.What genre(s)of video games do you regularly play?Choose

5、up to 3Puzzle and party gamesShooterPlatformerRole-playing gamesAction-adventureSimulationSandboxSportsSurvival and horrorMultiplayer online battle arenaReal-time strategy37%34%23%23%21%21%19%17%16%14%9%A majority of gamers are receptive to non-disruptive in-game ads Q.Thinking about in-game adverti

6、sing,indicate your level of agreement with the following statements:I am open to in-game advertising as long as the ads do not disrupt the gaming experience(agree/strongly agree)of gamers are open to in-game advertising as long as the ads do not disrupt the gaming experience69%Gamers feel favorably