Study Indicates In-Game Ads Actually Work

The Next Generation site is running a piece discussing new findings about in-game advertising. The results of collaboration between an ad firm and a research company show that ads in games are actually having an effect on players. Double Fusion's involvement in the study throws the results into question. Take these statistics with a grain of salt: "75% of gamers engage with at least one ad per minute across most, but not all, game types; 81% of gamers engage at least every other minute. Less-cluttered ads are three times as effective at garnering gamer notice than ads that are either cluttered or within cluttered environments. While both contribute positively to ad engagement, placement of the ad in the primary camera plane (eye-level) is more important than large size ads. Not all ads are created equal - dynamic billboards, around-game interstitials, sponsorships, and interactive product placements all offer different levels of user engagement and pervasiveness in the game" Eidos certainly thinks so; Kotaku notes that they've signed up with the same company featured in this study.

Comments

Good for something

[Anonymous Coward]

Well, this survey is good for something.

If 81% of all players see ads every other minute, 19% of all players are campers!

NWN Product Placement

[WiseWeasel]

How about using the Stanley Hammer of Doom to crush your enemies? Don't forget the Craftsman crossbow, or the Maglight Torch of Visibility. You wouldn't think of going into battle without your Tommy Hilfinger battle armor, would you? If only I could find some Aquafina to get my health points up...