Casual video gamers are showing a fast growing acceptance of in-game advertisements, new research claims.

Macrovision Corporation's latest annual global survey on casual gaming, published today, reveals that 83 per cent of casual gamers are willing to view ads to access games.

The study also shows that casual gamers are still less than casual about their game playing habits; 28 per cent play more than nine sessions a week, and 32 per cent of those sessions last at least an hour, according to last year's survey.

"This year's survey highlights that advertising is now an increasing revenue option, and trials are a must in marketing to casual gamers," said Michael Buccheim, executive vice president and general manager at Macrovision's distribution and commerce business unit.

"Gamers are now turning to advertising and promotional material to help them make their decisions on which games to play and purchase."

A total of 83 per cent of survey participants said that they are willing to view a 30-second ad in order to play a game for free.

Just over half are willing to purchase the game only after they have played with a trial version. Of this percentage of survey participants, 54 per cent will decide whether they are willing to purchase a game within 60 minutes of play time.

Compared with last year's survey results, the percentage of survey participants who rely on promotional emails for more information about new games rose from 14 per cent to 34 per cent.

The percentage of survey participants who use gaming websites to find out about new games rose from 28 per cent to 45 per cent.

Close to 400 gamers participated in the poll conducted between 26 June and 11 July.