Advertising & Gaming: Player Perceptions, Attention & Expectations (France)
Hugues Ossart, Sr. Global Marketing Director at Gameloft for brands, took part in the Alliance Digitale roundtable, which marked the official launch of the study “Advertising & Gaming: Perception, Attention and Player Expectations,” focused on the French market.
The event brought together key industry leaders to discuss gaming’s expanding role in media strategies and to unveil France’s first benchmark study dedicated to advertising within gaming.
As an active partner, Gameloft for brands collaborated with Alliance Digitale and Toluna-Harris Interactive to publish this landmark research.
The aim: to provide actionable, real-world data empowering brands and agencies to leverage gaming in a respectful, effective, and sustainable manner within the French market.
Gaming in France: A Mass Medium Still Underused
Nearly 40 million people in France play video games each year. Gaming is a daily, cross-generational activity spanning multiple devices—mobile, console, and PC.
Despite its vast reach and high levels of attention, gaming remains underutilized in media strategies.
Key Findings
- 67% of players are open to in-game advertising, as long as it does not interrupt gameplay or offers clear value—such as rewards or utility.
- Only 24% of French people feel there is too much advertising in video games, compared to 61% for television.
- Video games are considered one of the most effective channels for reaching 15–24-year-olds, ranking just behind social networks.
- Among hardcore gamers, well-integrated advertising significantly enhances brand image—conveying modernity, creativity, and proximity—and drives greater post-exposure engagement.
The study affirms that gaming has become a major and influential media platform. As emphasized during the roundtable, it now serves as a crucial strategic pillar—no longer just a complementary channel—unlocking innovative and impactful opportunities for brands.
Download the full study here.
