Following on last weeks announcement from Massive regarding their technology for updating ads placed within networked games, a whole slew of sources have turned the meme into a reality. Nielsen and Chrysler have tossed into the ring their findings from a Jeep/Tony Hawk game scenario
Of the male gamers who participated in the study, about 40 percent said that in-game ads made a game more appealing, and made them more inclined to buy the advertised product. Similarly, a solid two-thirds majority of active gamers reported that in-game advertising made a game more realistic, while nearly three in 10 noted that advertising in video games was more memorable than traditional television advertising. What is more, more than one-third of participants agreed that in-game ad were more effective if they assist a game player in reaching a particular objective. This finding is consistent with the higher awareness, recall and purchase interest generated by high-interactive brands.
Do we really find games more realistic if ads are placed within the virtual environment? And what of the other 60%- did they believe in-game ads made a game less appealing? We have to wonder.
21. Companies are realizing that we are tuning out traditional advertising due to overload. So, they try and find new ways to get the message out. This looks like a good one - especially from all the comments above.
Posted at 6:15AM on Dec 19th 2005 by Sam