Gamers receptive to advertising but one-fifth try to avoid

Rob Clapp

An overview of global gamer audiences' attitudes to advertising.

Gaming audiences are largely receptive to advertising but a sizeable share say they try and avoid all forms of it, according to global data from GlobalWebIndex.

Two-fifths of creators (those who broadcast or share gaming content online) say they tend to buy brands they have seen advertised. However, one-quarter (24%) also say they try to avoid all types of advertising.

This is similar to viewers (those who watch e-sports or gaming livestreams), with 37% buying from advertised brands but 22% trying to avoid them.

Players (consumers who play free or digital games) prove less impacted or concerned about...

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