Study Sheds Light on the Impact of In-Game Audio Ads

RADIO ONLINE | Wednesday, April 2, 2025

Veritonic

A study conducted by Veritonic, in collaboration with Audiomob, has unveiled significant insights into the preferences and behaviors of mobile gamers, particularly regarding in-game audio advertisements. The study, which involved analysis of 37 million audio ad impressions, aimed to provide a more accurate understanding of today's gaming audience and their receptivity to ads.

Key findings from the research indicate a shift in the demographic and preferences of gamers:

• Widespread gaming appeal: Contrary to the stereotypical image of gamers as primarily teenage boys, the study revealed that 93% of respondents, encompassing various age groups and genders, play mobile games on a weekly basis.

• Preference for non-intrusive ads: A majority of gamers (54%) expressed a preference for non-intrusive audio ads over more disruptive video ads. Furthermore, 42% of players reported continuing their gaming activity while such ads played, underscoring the format's effectiveness in maintaining player engagement without being disruptive.

• Gender inclusivity: The data also pointed to a significant female presence among gamers, further challenging outdated notions about the gaming demographic.

• Cross-generational engagement: The appeal of audio ads transcends age barriers, enhancing the reach for advertisers seeking to connect with a broader audience.

• Dominance of audio: The study highlighted a strong preference for audio ads, with only 9% of gamers favoring video ads, indicating a trend towards less intrusive ad formats.

The study also demonstrated superior recall rates for in-game audio ads, with 30% of respondents recalling these ads, a figure that notably surpasses recall rates for other popular audio platforms like podcasts (6%) and music streaming services (5%).

"These findings highlight the value of respectful, non-intrusive audio ads in mobile gaming," stated Christian Facey, CEO & Co-Founder at Audiomob. "Our technology allows brands to connect with a diverse, highly engaged audience without interrupting the experience."

Furthermore, the research measured consumer action following ad exposure, with 34% of gamers taking further action or seeking additional information post-ad exposure, indicating the high impact and engagement level of the audio ad format.

Damian Scragg, GM of International at Veritonic, emphasized the significance of the findings, "These are not passive listeners; they're verified recipients of the ad format, which makes these findings all the more impactful."

For more detailed insights, the full white paper is available at Veritonic's official website.