IGA Worldwide’s in the business of in-game advertising, of course, and the figures it cites are its own. But according to their research, gamers respond to ads a lot more favourably than some would believe.

Their claims, from a promo video IGA recently released

• 90 percent of gamers recalled the brands they had seen in games.
• 84 percent feel the ads they see “fit” within the games.
• 70 percent perceive brands that advertise within games as “innovative.”
• 36 percent “Bought or requested information of a product after seeing an in-game ad.”
• Gamers spend 8.4 seconds, on average, looking at an in-game advertisement.

You can see the figures for yourself in their video.

IGA Worldwide Video [Youtube via Joystiq]

PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry. Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardised awareness-building advertising formats being delivered directly into people’s living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot.

According to Sony, IGA Worldwide is the company’s first in-game ad partner. Hit the jump for the full press release.