Activision Releases More Advertising Data
It Works!
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Activision and Nielsen Entertainment released another report on the use of in-game advertising and shockingly (not really) the results shown a win-win deal for gamers, advertisers and developers. The idea behind in-game advertising is simple: The gaming audience is the same for most advertisers, and with traditional media (TV and radio) losing its customer base, advertisers need another market. In comes developers who are looking for any way to lower their development costs and you have a match made in heaven.
The fourth report in the research series shows that not only does in-game advertising work by increasing brand awareness, but "many" gamers feel that "advertising enhances the experience" by adding a bit of reality to the title. Activision and Nielsen claim that the best method of enhancing gameplay is when the product is tied into the title, not simply an interactive billboard but possibly a goal in the title or part of a mini-game.
"All media can claim to drive some level of awareness, but until now, no other media type has been able to reliably prove its ability to change consumer opinion," said Robert A. Kotick, Chairman and Chief Executive Officer of Activision. "As this study shows, video games are a powerful ad delivery medium. But the challenge for the industry has been to develop a pervasive unit of measurement that will enable advertisers to accurately gauge the effectiveness of in-game ads. With this research, we have taken a major step in that direction."
Maybe the Prince of Persia should try an ice cold Pepsi instead of that stagnant water he keeps drinking...
The fourth report in the research series shows that not only does in-game advertising work by increasing brand awareness, but "many" gamers feel that "advertising enhances the experience" by adding a bit of reality to the title. Activision and Nielsen claim that the best method of enhancing gameplay is when the product is tied into the title, not simply an interactive billboard but possibly a goal in the title or part of a mini-game.
"All media can claim to drive some level of awareness, but until now, no other media type has been able to reliably prove its ability to change consumer opinion," said Robert A. Kotick, Chairman and Chief Executive Officer of Activision. "As this study shows, video games are a powerful ad delivery medium. But the challenge for the industry has been to develop a pervasive unit of measurement that will enable advertisers to accurately gauge the effectiveness of in-game ads. With this research, we have taken a major step in that direction."
Maybe the Prince of Persia should try an ice cold Pepsi instead of that stagnant water he keeps drinking...
