Key stat: Almost a third (32%) of US and UK game players actively ignore in-game ads, while the same number finds them helpful, according to May data from Attest.

Beyond the chart:

• Players of story-driven, single-player games are most impacted by in-game ads, with 53% of them saying those ads have at least somewhat of an impact on them, per March data from CivicScience.
• Some 43.8% of US game players have encountered reward-based ads that occur in-game, according to a January survey from Attest.

Use this chart: Marketers can use this chart to benchmark their campaigns and internalize the mixed reactions game players have to in-game ads. Additionally, this data can be used as a starting point to understand which ads players find helpful.

Related EMARKETER reports:

• US Gamers by Generation 2025 (EMARKETER subscription required)
• US In-Game Ad Revenues Forecast 2024 (EMARKETER subscription required)

Methodology: Data is from the February 2025 Attest report titled "Gaming in 2025: What Brands Need to Know." 1,363 US adults ages 18+ were surveyed on January 6, 2025. Of these respondents, 1,000 play video games at least a few times per month.