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Two-thirds of gamers in the UK say they would welcome more brands into their favourite games, finds new research released by 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.
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