With advertisers being gung-ho over integrating advertisements into games, they should watch out for what gamers themselves think about this whole idea. Analyst firm comScore carried out a survey which looked into this and other similar matters. Their results were a bit striking. This research found that 25% of gamers are 'Heavy Gamers', playing 16 or more hours per week across any gaming platform, or playing 11 hours or more per week and playing on two or more platforms.

According to comScore's survey, more than 50 percent of 'heavy gamers' and one-third of light/medium gamers are at least somewhat familiar with the concept of in-game advertising i.e. the contextual placement of brands or products within games. Regarding whether players are likely to play games with in-game ads in them, 33% of heavy gamers said they would be likely, 52% said they would be neither likely nor unlikely, and 15% said they would be unlikely.

But more importantly, when asked whether in-game ads would help the players buy products or services, a relatively small 17% of heavy gamers and 9% of light/medium gamers agreed that it would. Responding to a question regarding whether in-game advertising being integrated into most games of the future is "inevitable", 46% of heavy gamers agreed that it was, compared to 33% of light/medium gamers.