Games

Gamers Love Ads

Study proves that 82% react positively to in-game ads

By Calin Ciabai, Games Editor

17th of June 2008, 08:19 GMT

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It might sound funny at first, but we keep hearing about researches showing that gamers have nothing against in-game ads: actually, we hear this so often that we're tempted to believe it's true, especially having in mind that TV shows kind of got us used to that. It's not us saying it, but researches.

The latest proving that most of the gamers react positively to contextual in-game ads, as

reported by website gamesindustry, is the one conducted by Nielsen BASES and Nielsen Games on behalf of IGA Worldwide. And it was a real study, checking multiple brands and games (unlike the general researches that check only one brand and game): over 1,300 PC gaming participants were surveyed in their homes by linking IGA's measurement software with research trackers embedded within sample game discs.

So, the study found that 82 percent of the consumers said that games are as enjoyable with ads as they are without them, while 61 percent of them had an increase in favorable opinion regarding the products advertised in-game. Also, all the brands participating in the study got a 33 percent increase in brand attribute association, with 70 percent of them stating that in-game ads made them feel better, more favorable and more interested in the brand. The same number of people associated the advertised brand names to innovative/cutting edge ones.

"With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived," said Justin Townsend, CEO of IGA Worldwide. "The consumer insights we've gleaned from this data will help drive the industry's first research-based in-game advertising measurement standards as well as strengthen IGA's position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences."

So, if in the future all the games we play are interrupted by ads every ten minutes, we should know that it is our fault - we just asked for it!

TAGS:

study | in-game ads | research | games industry

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