Gamified ads in US: Gen Z leads in exposure and openness

Key findings

• Gen Z (38%) and Millennials (28%) are more likely than Gen X (18%) and Baby Boomers (14%) to have encountered gamified ads.
• Among those who’ve seen a gamified ad, 41% say they’re more likely to click on one compared to static digital ads.
• Nearly 4 in 10 recent viewers say gamified ads help with brand recall (39%) and are fun to interact with (39%).
• However, 68% of this group also say gamified ads can be misleading, and 40% say they can feel less premium.

Gamified ads—interactive ad formats that incorporate game-like elements such as challenges, quizzes, or rewards—are gaining traction among advertisers seeking to capture attention in cluttered digital environments. But who's actually seeing them, and what do consumers think once they do?

A recent YouGov Surveys: Serviced study finds that exposure to gamified advertising is far from uniform across age groups, with younger generations reporting much higher levels of interaction.

Younger Americans report far greater exposure

Across the general population, 23% of US adults say they’ve seen or participated in a gamified ad in the past three months. But younger consumers are driving that number: 38% of Gen Z say they’ve recently encountered a gamified ad, along with 28% of Millennials. That figure drops to 18% for Gen X and just 14% for Baby Boomers.

This generational divide underscores how media consumption habits—and likely ad targeting strategies—shape exposure to interactive ad formats.

Experience with gamified ads shapes attitudes dramatically

Consumers who have recently experienced gamified ads testify to their effectiveness. Forty-one percent say they are more likely to click on a gamified ad, and 39% say they are more likely to remember the brand featured.

This group also tends to prefer the format itself. Forty-one percent say they would rather see a gamified ad than a standard digital ad if given the choice. When it comes to enjoyment, 39% describe the format as fun.

To gamify or not to gamify depends on audience age

Assuming they are going to see a digital ad anyway, would consumers prefer if it to be gamified? Eighteen percent say they would, which is less than half of those who say they wouldn’t (37%). However, there is significant variation among generations.

Within Gen Z, the group with the highest exposure to gamified ads, 35% would prefer the ads they see to be gamified, more than the 30% who would not.

Many viewers are skeptical

Viewers of gamified ads also have concerns. Among this group, 68% agree that the format can be misleading. Concerns about ad quality also surface: 40% say the format can sometimes feel less premium.

These findings suggest that while gamified ads can increase engagement and positive sentiment when done well, they also raise the bar for quality and transparency.