Study by in-game advertising company Anzu.io reveals what UK gamers look like, what’s important to them, and what their attitudes are towards in-game advertising in 2022

Two-thirds of gamers in the UK say they would welcome more brands into their favorite games. 

That’s according to new research released by in-game advertising provider Anzu. The nationwide study was run to drive advertisers’ decisions around their approach to gaming to help them understand what the UK gamer audience looks like and their attitudes towards seeing ads in their favorite titles.

With a £5.89 billion market value and an estimated 44.32 million gamers, the UK has become the leading video game market in Europe and the sixth-largest gaming market worldwide.

In response, many of the UK's largest brands and agencies have set up gaming arms and divisions to capitalise on the enormous opportunity that gaming offers. In-game advertising has also become a major focus for advertisers everywhere as many have come to realise that gaming is where their audience is spending much of their time.

To provide advertisers with insights into the UK gaming market, Anzu’s report highlights some of the key findings from the research carried out, looking at several key areas to explore what British gamers look like, find out what is important to them, recognise their attitude towards in-game ads, and understand what advertisers can do to stand out.

Key findings include:

• 7 in 10 Gamers (70%) are positive or neutral towards in-game advertising
• 60% of all gamers say they played more during the pandemic, and half expect to carry on playing the same amount
• 75% of gamers say going out is important to them
• Mobile remains most popular (72%), but console (65%) and PC (57%) aren’t far behind
• 50% of people who play games ‘most definitely’ identify as gamers

Chris Blight, Global VP Demand at Anzu, said: “Gaming has become a huge area of focus for many advertisers across the UK. The findings from this research help demonstrate why and just how big the opportunity is. With two-thirds of gamers happy to welcome more advertising into their games, and with 70% of players stating they are positive or neutral towards in-game advertising, it’s a no-brainer that brands should be exploring what opportunities this channel holds for them.”

“It’s also incredibly important to know where and how your audience is spending their time. This report is an essential read for advertisers wanting to know what gamers in the UK look like, how they are spending their time, and what the most effective ways of engaging with them are.”

Click here to download the report.

About Anzu:

Anzu is the world’s most advanced in-game advertising solution. Operating across mobile, PC, console, and Roblox, Anzu blends real-world brand ads directly into video games, esports tournaments, and live streams. The only solution of its kind to bring real-time analytics and existing digital industry standards in-game, Anzu’s patented, adaptive technology features blended yet highly viewable IAB-compliant ad formats. Anzu’s full suite of one-of-a-kind AdTech integrations includes ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen. Learn more at https://www.anzu.io/.