Cint Study Reveals Growing Value of In-Game Advertising for Brands and Need for Measurement Standards
62% of consumers are likely to seek more information after seeing in-game ads, signaling a powerful new channel for brand engagement
NEW YORK, Oct. 08, 2025 (GLOBE NEWSWIRE) -- New research from , a global leader in research and measurement technology, reveals new opportunities for advertisers in the gaming space, as consumers show high engagement with video games, and strong receptiveness to in-game ads (IGA) when done right. Key findings from the study include:
- 49% of respondents say they play video games daily, with mobile emerging as the top platform (69%), followed by desktop/laptop (38%) and consoles (32%).
- 52% say in-game ads enhance their gaming experience when integrated well, suggesting brands can drive value through thoughtful creative.
- 62% of respondents are likely to seek more information about a product after seeing it in a game, and 50% say they’d consider making a purchase.
- PlayStation 5 leads the “console wars,” with 31% of gamers naming it their preferred platform.
Despite these trends, most gaming environments remain cookieless and closed to pixel-based measurement, presenting a challenge for advertisers used to traditional campaign analysis. This underscores the need for privacy-safe, scalable solutions, especially as brands look to incorporate gaming into broader omnichannel strategies.
“Gamers are not just playing more, they’re paying attention. Our findings suggest that brands who embrace in-game advertising stand to gain, even if measurement isn’t standardized yet,” said Laura Manning, SVP, Measurement at Cint. “We’re seeing a clear need for cross-platform standards and privacy-first tracking, especially as attention continues to fragment across media.”
Emerging approaches like server-to-server (S2S) integrations are helping bridge the gap, enabling scalable and privacy-compliant measurement across gaming environments. These integrations are increasingly critical for advertisers looking to include IGA in their broader omnichannel strategy.
As advertisers plan for 2026 and beyond, the report points to IGA as a high-potential channel; one that’s interactive, immersive, and in need of greater infrastructure to support smarter planning and performance tracking. View the full gaming report .
About Cint:
is a global leader in research and measurement technology connecting brands, researchers, academics, or anyone with a question, to a network of over 800 suppliers representing millions of engaged respondents in 130+ countries. The Cint Exchange empowers users to gather insights at scale to build business strategies, develop research-enabled solutions, publish credible research, and more. Lucid Measurement by Cint, our advanced set of media measurement solutions, gives advertisers, media owners, and agencies the tools to measure the effectiveness and brand lift of cross-channel advertising campaigns in real time to optimize media performance while campaigns are live. Both products leverage Cint’s global network of suppliers including panel providers, mobile apps, loyalty programs, and other online communities. These companies use our audience monetization tools to monetize their communities by matching them to survey opportunities.
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