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Newsflash - gamers aren’t the great unwashed after all. It seems they actually do have an interest in fashion and personal grooming and are brand-literate. Best of all, they actually like ads in their games.

Microsoft’s Massive Inc. commissioned Continental Research to look at the effectiveness of in-game ads and found the levels of engagement and long periods spent playing games had a positive impact on brand awareness and equity.

Continental’s analysis of 12 in-game ad effectiveness studies found the average ad recall to be 54%. Encouragingly, gamers regarded in-game advertisers as innovative, giving further kudos to a brand’s image.

In fact, most gamers (65%) believe in-game ads add to the realism of a gaming environment and 55% go so far as to say ads “look cool.”

“Our research has shown that brands that are advertising to gamers are reaching affluent, brand-literate young men, who readily accept advertising as part of the gaming experience. They are also influential consumers, recommending products and brands to their friends and to others through online reviews,” said James Myring, Director of Media at Continental Research.

“Whilst in-game advertising doesn’t have the broad reach of TV or radio, it does have the advantage of enjoying very high levels of engagement and the ability to target young men through the many different titles available.”

Of course, it should be noted that gaming isn’t necessarily a male dominated activity - around 40% of gamers are women.