#None #Frameplay #in-game ads #Happydemics

In-Game Advertising Outshines Traditional Digital Channels

In a significant study released on October 27, 2025, by Frameplay in collaboration with Happydemics, findings have emerged that highlight the exceptional effectiveness of in-game advertising. This innovative form of marketing not only outperforms conventional digital channels but has also demonstrated higher brand lift metrics, revolutionizing advertising strategies in the gaming sector.

The Research Breakdown

The analysis, based on 173 in-game campaigns and over 7,000 brand lift studies conducted by Happydemics, showcases that in-game ads achieved a remarkable 32% ad recall, a rate that surpasses other digital formats such as online videos, social media platforms, and traditional display advertising. When it comes to brand attribution, in-game advertisements excel with a score of 52%, positioning them 9 points ahead of the media average. This makes in-game ads the frontrunners for brand recognition in the digital landscape.

Amanda Rubin, Senior Vice President of Revenue at Frameplay, emphasized the unique attributes of in-game advertising, stating that it captures consumer attention in ways other digital channels fail to replicate. "The immersiveness of gaming ensures that advertisements are woven into the gaming experience, fostering a focused engagement that translates into tangible results across the marketing spectrum," she explained.

Efficacy Across Industries

The study further revealed that in-game ads are particularly beneficial for consumer-centric sectors. Fast-Moving Consumer Goods (FMCG) brands experienced impact scores that were 4 points above the sector average, while the lifestyle and retail categories noted 13-point increases in brand attribution. Additionally, the leisure and culture segment gained 7-point improvements, reinforcing the efficacy of in-game advertising across diverse industries.

Frameplay performed exceptionally well, exceeding benchmarks set for in-game metrics across all categories. The platform recorded a 54% score in both brand attribution and ad likability, outstripping the existing in-game average by 3 points. Moreover, a 24% score in consideration was achieved, outdoing the benchmarks by 2 points.

What This Means for Brands

These findings solidify in-game advertising as a vital component within a balanced media strategy. The inherent simplicity and straightforwardness of in-game ads not only draw attention but also convey product value clearly, guiding consumers towards making purchases. Virginie Chesnais, CMO of Happydemics, reinforced this by stating, "Our benchmarks consistently affirm that in-game advertising is an invaluable asset, driving measurable brand impact."

With approximately 84% of internet users now classified as gamers, brands can no longer afford to mistreat this powerful marketing channel. The importance of integrating in-game advertising into broader marketing initiatives is underscored by these compelling research results.

About Frameplay and Happydemics

Frameplay has established itself as a pioneering force in marketing technology, allowing brands to embed advertisements naturally within video game environments without disrupting gameplay. Their commitment to enhancing brand engagement through gaming is evident on their website, www.frameplay.com.

Happydemics focuses on empowering advertisers by providing clear insights into the true effectiveness of ad spend across multiple channels, ensuring brands can gauge the lift generated by their campaigns at every stage. More information about their services is available at www.happydemics.com.