Market (Overall)ยทUpdated Mar 17, 2026 by Comscore
62% of U.S. adults aged 18 to 65 are active gamers, with 77% of players utilizing multiple platforms and 40% playing across PC, console, and mobile combined.
45% of all gamers spent over $40 on their most recent purchase, indicating a strong willingness to invest in premium content among PC and console users.
Approximately two-thirds of gamers view advertisements as having a positive or neutral impact on their gaming experience, with 34% stating that product placements can enhance realism.
Non-intrusive in-game advertising, such as campaigns by Tommy Hilfiger, has been shown to drive measurable lifts in brand favorability, recommendation, and purchase intent.
Genre preferences are platform-specific, with PC gamers favoring first-person shooters, action, and RPGs, while console players prefer action-adventure, sports, and racing titles.
Measurement partnerships between firms like Comscore and ad-tech providers like Anzu now allow advertisers to quantify the incremental reach provided by in-game advertising environments.
62% of U.S. adults aged 18 to 65 are active gamers, with 77% of players utilizing multiple platforms and 40% playing across PC, console, and mobile combined.
45% of all gamers spent over $40 on their most recent purchase, indicating a strong willingness to invest in premium content among PC and console users.
Approximately two-thirds of gamers view advertisements as having a positive or neutral impact on their gaming experience, with 34% stating that product placements can enhance realism.
Non-intrusive in-game advertising, such as campaigns by Tommy Hilfiger, has been shown to drive measurable lifts in brand favorability, recommendation, and purchase intent.
Genre preferences are platform-specific, with PC gamers favoring first-person shooters, action, and RPGs, while console players prefer action-adventure, sports, and racing titles.
Measurement partnerships between firms like Comscore and ad-tech providers like Anzu now allow advertisers to quantify the incremental reach provided by in-game advertising environments.