ARROVA and Hakuhodo DY Holdings Conduct Survey on In-Game Advertising Effectiveness

A survey of 2,860 consumers reveals that in-game ads in metaverse and social VR spaces significantly boost purchase intent and word-of-mouth spread. Social VR ads showed 1.7x higher effectiveness in purchase motivation compared to standard digital banners. Users perceive these ads as less intrusive than pop-ups, especially when they match the game's world-view. The study highlights personas across platforms, suggesting combined use with traditional digital ads for optimal reach.