Market (Overall)·Updated Mar 17, 2026 by Comscore
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.
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.