Do gamers really like in-game advertising?

Ingameads One might look askance at Microsoft for announcing survey results that feed its own bottom line, but its insistence that gamers respond positively to in-game advertising is certainly plausible. In-game ad agency Massive (owned by Microsoft) conducted the survey, and while respondent quotes like “Adidas is the only brand for me” and “Adidas is an inspirational brand” seem far-fetched, it’s true that a lot of gamers do like (or at least tolerate) ads that fit the setting and don’t interfere with gameplay. I personally prefer it when the ads are for products invented for the game. Grand Theft Auto is particularly good at coming up with those.

—Posted by David Kiefaber

June 4, 2008 in Kiefaber | Permalink

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Advertising isn't bad and I say this as both a gamer and a marketer. The problem is most advertising in game isn't contextual/relevant.

If Massive, IGA and DoubleFusion did a better job of placing ads in games, then there would have less of an issue of proving that these ads are effective to begin with. GTA4 had a big of product placement, clothes being a good one, and more people didn't notice as it was contextual in how they placed it into the game.

You can check out the GTA article here:

http://kotaku.com/386425/more-hidden-streetwear-in-gta-iv

Posted by: Duane Brown | Jun 4, 2008 7:33:34 AM

Thanks for the link. The comments are hysterical!

Posted by: Kurre | Jun 10, 2008 4:33:14 AM


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