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BizReport : Advertising archives : June 05, 2008

Massive: In-game ads affect brand recall, awareness

Some experts may not believe in-game ads are effective but a recent report from Massive, an in-game advertising solution, disagrees. According to the report, those who play games with in-game ads have better brand recall and brand awareness.

by Kristina Knight

In-game ads also affect purchase intent.

Massive commissioned Interpret to survey 1,000 gamers playing on Massive's network. The games played included "Rainbow Six: Vegas" and "Major League Baseball 2K7".

Test groups were given Massive-served ads while playing games via PC or console; control groups were not served ads. After playing, both groups were asked about the brands and ads. Brands like Adidas saw ad recall improve (40% brand recall) after serving ads in-game. Those who were served ads were also more likely to agree with positive brand statements than those who weren't served ads in-game.

Though in-game advertising is still a relatively new ad format, this research indicates it is an avenue that should not be ignored by marketers. Gamers are essentially a captive audience. While gamers are playing, they are focused on the game and the world in which the game is played. This makes this more likely to "see" an ad than a user who is, for example, surfing from website to website.

This is not an indicator that all advertising dollars should be spent in-game, however. Though gamers are open to seeing ads and many will identify with the brands advertised, the gamer element is still relatively small. Young males are most likely to play the MMOG games while women are most likely to play a game like solitaire.

Tags: brand recall, in-game advertising, purchase intent

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