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In-Game Ads Make Products More Appealing
Opposable Thumbs has the gist of a report indicating that in-game ads really are successful at increasing consumer interest in a product. "In a study that began in 2004 and included 600 gamers, gaming-advertisement firm Massive Inc.--a subsidiary of Microsoft--found that in-game advertising increased average brand familiarity as much as 64 percent. The study included two groups: a control group and a test group. Both played Need for Speed: Carbon, but only the test group was exposed to ads from Massive Inc. The study showed a 69 percent increase in automotive purchase consideration between the test and control groups made up of men between 18 and 24. The respondents also indicated that 'quick service restaurant' brands were 'cool' because they were advertised in games ('cool' is left undefined)."
I can understand product placement in games made by/for such corporations (i.e. Sneak King), but I really doubt in-game advertising sparks interest in the game itself (i.e. Battlefield 2142). Sure, they might promote the products advertised within, but in-game advertising, especially advertising in games that people pay for, is a major turn-off to many gamers.
After falling deeply madly in love with SSX3, I thought dnL soda and the Honda Element were pretty cool things.
;-} I got to sample and enjoy that particular product integrated in the game as the soundtrack, rather than just obtusely associated via in-game advertisement.
Not to mention the many albums from Astralwerks artists that I've bought as a DIRECT result of that game... tho that might be a seperate issue.
In a study that began in 2004 and included 600 gamers, gaming-advertisement firm Massive Inc.
Of course the company that offers advertising solutions is going to find that in-game advertising is effective! They have a direct interest in getting more advertisers and games to advertise in.
On the topic of in-game advertising, it can be implemented properly. I don't mind walking by a Coca Cola machine vs. a generic soda machine. And in Crackdown, there were some billboards, but they were in an urban area, so they fit in.
However, a lot of ingame advertising is insultingly bad. That's why I didn't buy Battlefield 2142 (completely unrealistic ads), and why I dropped my subscription to Planetside for a while (it damaged any sense of belonging in the game- seeing an ad for Jeep as you get in your VTOL aircraft).
ads in games as long as they make sense given the game's setting. If I'm playing a futuristic shooter I don't want a McDonalds ad, unless it's some kind of futuristic funny mcd's like store or maybe a destroyed billboard in a post apocolyptic setting.