Survey says in-game ads are effective

Some gamers frown at in-game ads, while others don’t find any significant annoyance from seeing different brands plastered around their game. A recent study by Microsoft-owned Massive Inc. show that this kind of advertising is very effective, so we’ll probably be seeing more of these shameless plugs in the future.

Some 600 North American gamers were gathered to answer questions after playing either ad-free or ad-supported versions of EA’s Need for Speed: Carbon.

The latter group experienced desirable numbers: brand rating went up by 37%, purchase consideration reached 41%, and ad rating boosted to 69%.

Massive Inc. is in charge of placing ads in various games. Their CEO, Cory Van Arsdale, believes that marketers want to “stand out in cluttered media forms,” and video games are the way to go. That said, expect more advertisements in your games – most likely in those rooted in real life, such as sports and racing titles.

Via Games Industry

Some gamers frown at in-game ads, while others don’t find any significant annoyance from seeing different brands plastered around their game. A recent study by Microsoft-owned Massive Inc. show that this kind of advertising is very effective, so we’ll probably be seeing more of these shameless plugs in the future.

Some 600 North American gamers were gathered to answer questions after playing either ad-free or ad-supported versions of EA’s Need for Speed: Carbon.

The latter group experienced desirable numbers: brand rating went up by 37%, purchase consideration reached 41%, and ad rating boosted to 69%.

Massive Inc. is in charge of placing ads in various games. Their CEO, Cory Van Arsdale, believes that marketers want to “stand out in cluttered media forms,” and video games are the way to go. That said, expect more advertisements in your games – most likely in those rooted in real life, such as sports and racing titles.

Via Games Industry