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On In-Game Ads

Activision Investor Relations announces the results of a survey they commissioned from the Nielson Corp. to evaluate the effectiveness of in-game advertising. Perhaps they are just being told what they want to hear, but the results suggest that fans consider in-game advertising just peachy:

After studying multiple examples of integration and pervasiveness, and incorporating the element of persuasion, the researchers created a new standard for gauging the value of in-game ads based on two distinct levels.

Research results also found that, contrary to the assumption that highly pervasive ads would detract from the game play and frustrate gamers, a majority of study participants said that when the product is relevant to the game, advertising enhances the experience. Underscoring relevance, the study revealed that the vast majority of gamers who recalled a product in a game felt it fit the game they were playing. Moreover, a much higher percentage of gamers changed their opinion of the product positively versus negatively after having played the game.

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25. Re: ads in games Dec 5, 2005, 15:17 thane_jaw
 
The thing with bullfrog was that although it advertised/ referenced other products it did it with keeping in the game. e.g. the intro, it featured numerous other character from bullfrog games such as syndicate trenchcoat guy and the horned reaper (admittedly its been ages since i played that so those are the only ones I can remember, although i do seem to recall theme hospital came out before the first dungeon keeper). However they were in context and keeping with the silliness of the entire experience.

But yes, I agree with your point that advertising has been around for ages within games, I'd just prefer more adverts for SPRUNK! (the taste of good things to come!)

This comment was edited on Dec 5, 15:18.
 
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