“In-game ads don’t work” - survey says - gamers cheer!
December 26th, 2006
In-game advertising is failing to influence games players, according to a survey conducted by behavioral research agency Bunnyfoot.
Results showed a failure to capture the attention of the player in sports game which followed a real-world model of advertising, with the firm noting that, “current methods are not optimising consumer engagement and are failing to influence the consumer in any significant way”.
According to the firm, recall and recognition of in-game ads was low across the board. NBA Live and WWE Smackdown Vs RAW came out on top in the survey, while Project Gotham Racing 3 elicited no consumer engagement at all.
There is a lot of support from game makers and advertisers for this form of upgraded product placement. Will in-game advertising spend that in today is pegged around 60 million grow as expected to $1.8 billion by 2010 or will gamers and advertisers take cues that this type of advertising is more damaging and in effective? Only time will tell.
For the time being and as active gamers - we’re just happy that hopefully we’ll see less adverts in gaming.
Some interesting links on in game advertising:
General Background on In Game Advertising @ Wikipedia
In-Game Advertising Dos and Don’ts
Most Despicable Use of In-Game Advertising @ Game Spot Reviews
