Study: In-Game Ads Really Work!

August 09, 2007

According to a study conducted by the Nielsen company, in-game ads are highly influential to gamers. I've blogged about in-game advertising before, and you've emailed me about it, but what I haven't talked about before is whether or not these things actually work. The answer, according to Nielsen?
Hells yes.

Surveying gamers concluded that in-game product placement raises familiarity with the product by 64%, with purchase consideration going up 41%. Automotive ads were particularly effective, increasing purchase consideration by 69%. See more stats in this Next-Gen news post.


I'm not totally sold on the methodology of the study -- it's based off of 600 North American gamers playing only one game (Need for Speed: Carbon). I'd like to see if the results hold true across multiple game genres, or if they hold up in the coming years when in-game ads get more and more prevalent.

Why should you care about ads? With games getting more and more expensive to produce, a little bit of ad revenue can help ensure that developers can keep producing quality content. Unfortunately, the savings won't get passed on to us. What do we get instead? Delicious crispy fried chicken or crisp refreshing diet Sodas. Drink up!

      -Fargo

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