The digital advertising landscape is shifting, with new research confirming the unparalleled effectiveness of intrinsic in-game advertising. A comprehensive study by Frameplay, a leader in in-game advertising, in partnership with market research firm Happydemics, provides compelling data that positions in-game ads as a top-tier channel for brand impact, outperforming traditional digital formats.
Quick Intel
In-game advertising achieves a 32% ad recall rate, the highest among all digital channels.
It delivers a 52% brand attribution score, significantly outperforming the media average.
The channel is exceptionally effective for FMCG, Lifestyle & Retail, and Leisure & Culture brands.
Frameplay's platform itself exceeded in-game benchmarks across all key performance metrics.
The study analyzed data from 173 in-game campaigns within a database of over 7,000 brand lift studies.
With 84% of internet users identified as gamers, the channel offers massive, engaged reach.
A New Leader in Digital Performance
The analysis, drawing from Happydemics' extensive database of brand lift studies, reveals that in-game advertising is not just competitive but dominant. It achieved the highest ad recall at 32%, outperforming established formats like online video, connected TV (CTV), social media, and display advertising. Furthermore, its brand attribution score of 52% sits 9 points above the overall media average, solidifying its position as the top-performing format for driving brand recognition.
Proven Impact Across Key Industries
The research highlights the particular potency of in-game ads for consumer-facing sectors. Fast-Moving Consumer Goods (FMCG) brands saw impact scores 4 points above their sector average. The Lifestyle & Retail category achieved a remarkable 13-point gain in attribution, while the Leisure & Culture segment showed a 7-point improvement over other digital channels. This data underscores the channel's ability to connect with diverse audiences in a highly engaged context.
Frameplay Exceeds Platform Benchmarks
Delving deeper, the study found that Frameplay's own advertising platform consistently surpassed the in-game advertising benchmarks across all measured metrics. The platform achieved 54% in both brand attribution and ad likeability—3 points above the in-game average—and 24% in consideration, outperforming the benchmark by 2 points.
The focused engagement inherent to gaming is a key driver of this success. "In-game advertising captures attention in ways that other digital channels simply cannot match," said Amanda Rubin, SVP Revenue at Frameplay. "The lean-in nature of gaming creates focused engagement where ads integrate seamlessly into the experience. This research validates what we've been seeing: intrinsic in-game advertising drives measurable results across the entire marketing funnel." Virginie Chesnais, CMO of Happydemics, added, "Our benchmarks consistently show that in-game is a powerful asset within the media mix, driving measurable brand impact. Its simplicity and straightforward content capture attention, clearly convey product value, and lead consumers directly to purchase. Frameplay leverages these strengths with impressive effectiveness." As Rubin concluded, "With 84% of internet users now defined as gamers, brands can no longer afford to overlook this channel."
The evidence is clear: intrinsic in-game advertising has matured into a must-have channel for modern media plans. Its superior performance in key brand lift metrics, combined with its massive and engaged audience, makes it an indispensable tool for brands aiming to cut through the noise and achieve meaningful results.
Frameplay is an award-winning marketing technology provider that enables brands, agencies, and platforms to place advertising intrinsically within video game environments without disrupting gameplay or player experience. Learn more at www.frameplay.com.
Happydemics empowers ad players worldwide with one clear answer to what ad spend truly delivers. Global & cross-channel, they reveal the brand lift ad campaigns generate at every stage. Their technology captures in-context feedback from exposed audiences — live, panel-free, privacy first. Learn more at www.happydemics.com.
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