Wednesday, June 18, 2008

In-Game Advertising Not So Bad


IGA: Most Gamers Cool With In-Game Ads

Ads pack more wallop for brands than ads appearing in traditional media

June 17, 2008
By Mike Shields

The vast majority of gamers are fine with seeing ads placed within video games, and those ads pack more wallop for brands than ads appearing in traditional media, according to comprehensive new study released by top vendor IGA Worldwide.

IGA, which works with game publishers such as EA and Activision to insert both permanent and rotation ads within video games played via an Internet connection, last year tapped Nielsen BASES and Nielsen Games to conduct a in-depth six month examination of the impact of in-game advertising using traditional brand effectiveness measures such as awareness and recall.

The report, Consumers’ Experience with In-Game Content & Brand Impact of In-Game Advertising Study, includes responses from nearly 1,300 gamers surveyed using IGA’s proprietary software while playing games in their homes, with participation from the advertisers Taco Bell, Jeep and Wrigley.

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Blogger Tim Laubacher said...

This reminds me of the research Harsha presented in Vermont in 2007. I believe he was talking about branding recall by passive versus active video gamers. I think the idea was that a higher percentage of brands are remembered by the passive viewer of the game, rather than the active game player.

I had at the time wanted to mention to you or him that a great variable to include in future research would be "interest in outcome."

I'm thinking that a person not playing a game shouldn't simply be categorized as "passive." An uninterested significant other of a player may see the gaming world totally differently than would a friend cheering for or against the player. It seems to me that the "passive" participants "interest in outcome" might have something to do with the brand recall.

But then again, maybe now. And maybe this has already been included somehow.

9:26 PM  

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