ReportComscore
Level Up – Harnessing the Power of Gaming Audiences
1 Mar 202426 pages~5 min full read
Gaming is a mainstream U.S. medium, with 62% of adults aged 18–65 playing games multiple times per week.
Cross-platform engagement is high, as 77% of gamers use more than one device and 40% play across PC, console, and mobile platforms.
Two-thirds of gamers view in-game advertisements as having a neutral or positive impact on their experience, with 34% noting that product placement enhances realism.
Rewarded ad formats are preferred by 45% of gamers, and campaigns like Tommy Hilfiger’s have demonstrated significant performance gains, including a 20-point lift in brand favorability and a 23-point increase in purchase intent.
Monetization preferences are platform-dependent: 37% of console gamers are willing to spend over $60 on a single title, whereas 32% of mobile-only gamers prefer free-to-play models.
Genre preferences are hardware-specific, with PC players favoring first-person shooters and RPGs, while console players gravitate toward action-adventure and sports titles.
A new partnership between Comscore and Anzu now enables the precise measurement of incremental reach for intrinsic in-game advertising.
The 2024 Level Up report, a collaborative analysis by Comscore and Anzu, examines the evolving landscape of the U.S. gaming market and the expanding opportunities for brand integration. The study defines gamers as adults aged 18 to 65 who play multiple times a week, revealing that 62% of the U.S. adult population fits this criteria. A significant finding is the high level of cross-platform engagement; 77% of gamers utilize more than one device, while 40% play across all platforms, including PC, console, and mobile.
The data highlights distinct consumer behaviors based on platform preference. Console gamers demonstrate the highest willingness to pay for content, with 37% prepared to spend over $60 on a single title. In contrast, 32% of mobile-only gamers prefer free-to-play models. Genre preferences also vary by hardware, with PC players favoring first-person shooters and RPGs, while console players show a strong affinity for action-adventure and sports titles.
From an advertising perspective, the report concludes that gaming is no longer a niche silo but a mainstream medium with high receptivity to marketing. Approximately two-thirds of gamers view in-game advertisements as having a positive or neutral impact on their experience. Specifically, 34% of respondents believe product placement enhances realism, and 45% express a preference for rewarded ad formats. Case studies, such as Tommy Hilfiger’s campaign, demonstrate the efficacy of these strategies, showing a 20-point lift in brand favorability and a 23-point increase in purchase intent. The report emphasizes that the partnership between Comscore and Anzu now allows for more precise measurement of the incremental reach provided by intrinsic in-game advertising.
