Some 90 percent of males age 18-34 would watch a video ad in exchange for free game plays, according to a joint study by rich media firm Eyeblaster and online game site WildTangent, reports MediaPost (via MediaBuyerPlanner). Overall, 70 percent of all respondents said they wouldn't mind seeing an ad before playing WildTangent's games, but the younger crowd was better disposed to the idea: 85 percent of respondents 18-34 didn't mind seeing the ad before the game.