Gamers want to see creative ads that are seamlessly integrated into the playing experience. Some 41% of US gamers ages 18 to 34 would like rewards for devoting time and attention to in-game ads. Meanwhile, 32% believe ads should never interrupt a hardcore gamer’s flow.

Beyond the chart: Mobile, which is the most popular gaming device, will score $6.26 billion in US gaming ad revenues in 2022, 14.0% more than last year, per our forecast. And that will be money well spent, considering 73% of 18- to 34-year-old gamers in the US would welcome more advertising—if done right. It’s up to brands to advertise on gamers’ terms by rewarding attention and enhancing the gaming experience.

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