Video Ads vs. In-Game Experiences: Approximately 60% Say In-Game Experiences Create More Favorable Brand Impressions! Survey of 1,000 Young People Reveals the Effect of Metaverse Ads on Purchasing Behavior

Cre8tFun Inc. (Headquarters: Shinjuku-ku, Tokyo; CEO: Soryu Takahashi) conducted a survey on the impact of 'play' in the metaverse on brand favorability and purchase intention among young people. The survey targeted monitors who responded that they regularly play games (such as Fortnite Creative and Roblox) and are aged 15-25.

When companies market to young people, in addition to gaining awareness, influencing 'favorability' and 'purchase intention' are important metrics. However, Generation Z and Generation Alpha tend to resist pushy advertising, and traditional ads on video streaming sites and social media are becoming less effective. Given this background, there is a growing need for new advertising methods that utilize spaces where users actively enjoy themselves.

Therefore, Cre8tFun Inc. (https://cre8tfun.com/) conducted this survey.

Survey Overview: Survey on the impact of 'play' in the metaverse on brand favorability and purchase intention among young people.

[Survey Period] Tuesday, April 28, 2026 – Thursday, April 30, 2026

[Survey Method] Internet survey by PRIZMA (https://www.prizma-link.com/press)

[Number of Respondents] 1,003 people

[Survey Target] Monitors who responded that they regularly play games (such as Fortnite Creative and Roblox) and are aged 15-25.

[Survey Source] Cre8tFun Inc. (https://cre8tfun.com/)

[Monitor Provider] Sacrisa

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A white paper summarizing the data background, insights, and points applicable to corporate marketing strategies is available for free download.

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Leisure time is dominated by 'videos' and 'SNS', followed by 'games'. It was found that over half of UGC platform users play 3 or more days a week.

First, when asked 'Which of the following three activities – SNS, watching videos, or gaming – occupies the highest proportion of your weekly leisure time?', the most common answer was 'Watching videos (36.1%)', followed by 'SNS (31.7%)' and 'Gaming (20.0%)'.

While many people spend most of their leisure time watching videos or on SNS, there is also a certain segment that spends the most time gaming. As digital content use becomes more commonplace, it appears that ways of enjoying leisure time are diversifying.

Next, when asked about their usage of platforms where users can play in user-created spaces/games, like Fortnite Creative and Roblox, the most common response was 'I play 3-4 days a week, with a total weekly playtime of 3 to less than 10 hours (32.9%)', followed by 'I play almost every day, with a total weekly playtime of 10 hours or more (23.8%)' and 'I play 1-2 days a week, with a total weekly playtime of 1 to less than 3 hours (21.0%)'.

It appears that a certain number of users regularly use UGC-type platforms like Fortnite Creative and Roblox, and these have become established as familiar forms of entertainment. Particularly, since many users access these platforms multiple times a week, it is clear they are used as places for continuous enjoyment, not just occasional use.

In such spaces used continuously, it seems that ongoing contact with companies and brands occurs naturally. How are corporate collaboration events perceived in these spaces where continuous contact occurs?

Approximately 60% of Gen Z and Gen Alpha say in-game experiences create higher brand favorability than video ads!? What are their true feelings about ads?

*For corporate collaborations, please refer to the link below:
https://www.fortnite.com/news/experience-airphoria-in-fortnite-the-ultimate-sneakerhunt?lang=ja

When asked 'Have you ever played in a 'real company collaboration event' or 'brand-limited map' within the games you usually play?', approximately 60% responded 'I play them regularly (23.1%)' or 'I have played them a few times (38.6%)'.

The result shows that many people have experience playing in corporate collaboration spaces. On UGC-type platforms like Fortnite Creative and Roblox, events and limited maps by companies and brands are increasing, and they seem to be content that users naturally encounter.

How do those who have actually played feel about the PR elements within the game?

From here, we asked those who responded 'I play them regularly' or 'I have played them a few times' to the previous question about corporate collaboration events.

When asked about 'the appearance of real company products or logos in the game, or areas created by companies (PR elements)', the most common response was 'I don't really mind, as long as the game is fun (34.9%)', followed by 'If it fits the world view, I actually get a positive impression (29.1%)' and 'I'm a bit concerned, but I'll play if the game is interesting (25.2%)'.

It was revealed that approximately 90% (89.2%) of users who have experienced collaborations tolerate in-game advertising elements. This suggests that if PR measures not only place ads but also maintain the fun of the content and align with the game's world view, user resistance to ads is low, and they are likely to be accepted positively.

So, how does the image of a company change specifically after the experience?

When asked 'Did your image (favorability) of the company change after playing in a 'real company collaboration event' or 'brand-limited map' within the game?', approximately 80% responded that it became 'much better (30.4%)' or 'somewhat better (47.0%)'.

It is clear that a fun in-game experience directly leads to positive feelings towards the brand. High-quality entertainment has proven to be an effective means of improving corporate image.

Next, all respondents were asked about their favorability compared to traditional video ads.

When asked 'Which creates a more favorable impression of a company or brand: a 'video ad' on YouTube or the experience of 'playing' in a company's space within a game?', approximately 60% chose 'In-game experience (58.9%)', surpassing 'Video ads (41.1%)'.

This shows that actively experiencing a brand in a game is more effective for building brand favorability than traditional video ads. Especially for Gen Z and Gen Alpha, the importance of interactive advertising methods that allow for participation and experience, rather than passive ad exposure, is increasing.