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Wednesday, 15 September 2010 09:56

In-game ads do actually work

Written by David Stellmack

Gatorade sales go up, thanks to EA Sports titles
The debate has been going on for some time as to how effective in-game advertising really is. Apparently, it is much more effective than one might think. In fact, Electronic Arts helped boost the sales of Gatorade though the use of EA’s in-game advertising and product placement.

According to a study commissioned on behalf of the sport drink maker, one of six households owned one of the games that featured Gatorade advertising from the EA Sports product line. The study showed that the in-game advertising increased the dollars spent by these households on Gatorade by 24%; this is not a bad return on its investment.

While Electronic Arts has had little problem adding in-game advertising and product placement in its sports titles, the company has struggled with some of its other titles whose environments are not as ideally suited as are sports titles for advertising.

While a number of publishers have been working on adding more in-game advertising into video games, the actual effectiveness of these ads and product placements have been largely a mystery, as very little research has been done to measure their effectiveness.

This is not surprising, and gamers can expect more advertising, not less, as publishers look for new ways to boost their revenue stream. Additional revenue is especially important for big budget titles that are far riskier to develop and sometimes need all of the revenue that they can generate.

David Stellmack

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+4 #1 Firephoenix 2010-09-15 17:13
As long as advertising doesnt bother me when i play, i think it's a good idea. Well.. it's a good idea if it helps to drive games prices down, otherwise i couldnt care less...
-2 #2 yasin 2010-09-15 17:17
i hope we never see ads in our OS, like on an active desktop or something.that would suck so hard, but i can see it being successful for microsoft, who make huge money, and the advert company.
+1 #3 Evil_Clown666 2010-09-15 21:05
you know i actually would enjoy having in-game adverts. it would be a weird juxtaposition of real life and the cyber world, which, i dunno may help create a weirdly immersive gaming experience, as if ones watching tv through a video game.

they should just put billboards as part of the scenery in maps in online fps/whatever games, that companies can pay to have adverts displayed on while people can game freely.
0 #4 yasin 2010-09-15 21:53
i remember burnout paradise being filled with EVGA ads.it actually sorta adds to the atmosphere.and re my above comment, im against people making money out of OS adverts, or even creating them.
+4 #5 Fud_u 2010-09-15 23:32
I rarely look at ads in-game. But yes, if it help. They can load up some ads while the game is loading but please, don't make me wear a Nike chain mail or make the character drink Mountain Dew for mana boost.
0 #6 NickThePrick 2010-09-16 19:32
I've bought a bottle of Bourbon Whiskey after a few days of playing Star Craft 2. Works for me! 8)

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