The study - rather importantly titled "Brand Impact of In-Game Advertising Study, a landmark research study conducted by Nielsen BASES and Nielsen Games on behalf of IGA Worldwide" claims that 82 percent felt games were just as enjoyable with ads as without.
Advertisers, get excited now!
Also, the study claims that there is an "average 61 percent increase in consumers' favorable opinions of products advertised in-game post-play."
"With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived," said Justin Townsend, CEO of IGA Worldwide.
"The consumer insights we've gleaned from this data will help drive the industry's first research-based in-game advertising measurement standards as well as strengthen IGA's position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences."
Activisions backs findings
"This study offers proof that dynamic in-game advertising is an influential digital ad medium," said Dave Anderson, Senior Director Business Development, Activision. "Just as important to us is how users react to the ads. From the research it is clear that the overwhelming majority of consumers enjoyed the gaming experience just as much, if not more, with dynamic ads present."
So, to recap, leading in-game advertising company commissions its own research to convince potential advertisers that in-game ads are the future.