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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)."
No, I don't see any conflict of interest at all...
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).
There is no way in hell I'm purchasing a game that spams me, especially considering that games are close to $60 in price. When I play a game, I want to be immersed in the game itself and not some billboard-infested advertising zone.
When all else fails, run.
to $20 for a game with in-game ads as opposed to $60 for a game without in-game ads. Then, I am all for in-game ads.
If the price of the games stay at $60, then I want to know which games has the ads, so I can avoid them.
Scott Carr