Study Finds In-Game Ads Work

A study conducted by Nielsen and Activision has concluded that in-game advertising works on the traditional gamer demographic. From the eToyChest article: "The study was conducted among 1350 active male gamers ages 13 to 44. Each participant was randomly assigned to one of nine test or control cells. Respondents who were assigned to four game test cells, featuring the games MTX Motortrax, Tony Hawk's Underground 2, Need For Speed Underground 2 and NHL 2K6, were then exposed to brands and products at various levels of integration and pervasiveness within each game. Participants assigned to two game control cells played the same games without any products integrated or placed in the game. According the study, it confirms earlier findings that product integration helps to drive awareness and recall, but also uncovers a new variable, pervasiveness, which contributes to driving brand awareness as well."

Comments

Re:Product Placement vs. Blatant Ads

[LordNimon]

Remember how every cell phone in The Matrix was Nokia, or the extreme close-up on the Dr. Pepper can when Peter Parker was practicing web shooting in Spider-Man?

Actually, I don't remember those at all. I guess product placement works better on you than it does on me. Thank god.