Microsoft-owned Massive Inc - a company specialising in in-game advertising - has produced research that states, surprisingly, that in-game advertising works.
The research, carried out in cahoots with 'new media research' company Interpret LLC used two groups of gamers using Xbox 360s and PCs. One group didn't see the ads. The other did. The games used were, Major League Baseball 2K7
, Need for Speed Carbon
, NASCAR 08
and Rainbow Six: Vegas
. The ads used came from a sports equipment maker, a fast-food chain, a movie release and a sweety maker.
According to data released by Massive the results included:
* "73 percent of gamers recalling the ads agreed with the statement that "the ads enhanced the realism of the game.'"
* "Across all game genres and advertisers studied, the research revealed that an average of 70 percent of gamers agreed with statements that the dynamic in-game ads 'contributed to realism', 'fit the games' in which they were served and looked 'cool'".
* "56 percent of exposed gamers agreed with the statement that the ads made the gaming environment feel more interactive."
Disclosure: We've cherry picked here mainly because we are astonished that an advert can make a game look cool or that they enhance realism. Then again, here at SPOnG we can be quite set in our ways at times. What do you think of in-game ads and research carried out about in-game ads by companies making their money from selling in-game ads? Tell us in the Forum.Source: PRDomain