Ipsos Study of 37,000 Gamers Finds In-Game Advertising Significantly Improves Brand Affinity

In-game advertising can normalise brands  

New analysis from Ipsos GameTrack (conducted in Q1 2026 with 37,000 video game players across 16 European countries) shows that gamers exposed to in-game advertising are consistently more likely to agree that advertiser brands are ‘for people like me’.

Ipsos compared gamers who had played titles featuring specific brand integrations (the test sample) with gamers who had not played the relevant games (the control sample). Across nine campaigns analysed, the test…