I am still stuck in the days of the original Xbox but one thing that I have noticed over time is that in-game advertising has been increasing. I have never really paid attention to these ads because that is not where my focus is supposed to be. For example, when playing a baseball game there might be advertisements on the homerun wall or behind the catcher, but if I’m engaged in the game I won’t have time to look at them. So how effective can these be?
A recent post by Joystiq talks about a consulting company who studied the results of advertising in sports games:
120 game players participated in the study, all aged 18 or above. Each person was selected with specific regard to their gaming preference and experience. Players are then assigned to a particular title spread across eight sports. Titles included Gran Turismo 3, NBA Live and Project Gotham Racing 3. The consultancy then used its measurement tool, the SFI, to monitor player behaviour and matched engagement and receptiveness levels with game events and game play dynamics.
Results showed an astonishing variation in consumer engagement. Overall, SFI scores were comparatively low, especially when contrasted with the prevalence of brand placements. Highest SFI scores were found with NBA Live and Smackdown Vs Raw; however, recall and recognition figures were surprisingly low; a pattern evident across all titles. Moreover, PGR3 elicited no consumer engagement at all, resulting in 0% on all scores.
These results demonstrate a significantly poor level of engagement with consumers and exposed an apparent weakness within games to efficiently capture consumer attention.
I’m not sure if advertisers are looking to subconsciously attract the attention of the users, but this just doesn’t seem to be effective. A better type of advertising that I think will really take off is in things like Microsoft Virtual Earth. Microsoft is currently placing advertising billboards on top of buildings that will attract the attention of someone who is browsing a city in 3D. In this situation the user is probably more likely to see and process the information presented on the billboard.
Do any of you notice these in-game advertisements?
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Tags: Gaming, Nintendo, Playstation, Xbox
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Well, I don’t really play those kind of games. However, I will add my two cents and my insights as a marketing major.
The examples you showed and given how the games are becoming more life like, while creative are I think a little too “natural”. The billboards, the soda machine, etc just seem normal to me. Oh, there’s a Sprite machine or McDonald’s Logo on that door. Yes, I’ll see them, but I am not really pay all they much attention to them.
In regards to MicroSquish and billboards on top of buildings, saw that many years ago. Well sorta, on the Jetsons, but the idea then was everyone would have flying cars.
The ads in Games wouldn’t make me anymore inclined to purchase any of the items… I only purchase stuff when I have a need for it and usually these days that’s very seldom…
I agree with you, Such ads will obviously grab a bit of attention during game play, but who cares ?
Once you finish the session, you won’t feel like typing that URL or you just won’t remember it.
I played Max Payne once. There was a hooker who kept babbling on so I slashed the crap out of her. I wasn’t sure if I was supposed to.
If there are in game ads then the game should be sold at a cheaper price.
Did the Jetsons really have advertisements in the show? It has been so long that I don’t remember seeing them.
I think their primary goal is to just get their brand in your head. Like McDonald’s, so the next time you say “hey, I’m hungry” you’ll think to go to McDonald’s. That is why I think they are aiming a little more for subconscious advertising.
I don’t think many of the ads have URL’s on them, and instead it is more for product recognition like I just mentioned in the response above.
Oh yeah, I was thinking about that while I was writing the article but I must have forgotten to mention it. It makes me a little mad to see the game prices continue to rise as these companies sell more and more in-game advertising. They’re just starting to get greedy if you ask me.
On December 26, 2006 Keith L. Dick wrote:
The ads in Games wouldn’t make me anymore inclined to purchase any of the items… I only purchase stuff when I have a need for it and usually these days that’s very seldom…
I think their primary goal is to just get their brand in your head. Like McDonald’s, so the next time you say “hey, I’m hungry†you’ll think to go to McDonald’s. That is why I think they are aiming a little more for subconscious advertising.
You are correct Ryan, but when I want a “Big Mac” I will get a “Big Mac”, seeing the Micky-D’s Logo doe’s not do it for me nor does it make me want one…
When I’m hungry I usually have my mind made up on what I want to eat and even when I’m driving down the street between all the other Fast Food-Joints I am going to get what I wanted in the first place…
Although I haven’t played a single game with in-game ads, I hate them. They spoil everything.
Imagine: you’re playing a shooter. Everything is dark and you’re walking on the street at night, waiting for a monster to attack. But then, what happens? You see a billboard for Fanta that’s lighted using – well – lights, just like they do in real-life. That spoils your entire experience, doesn’t it?
Hmm… looking great and its okay, while the advertisting isnt on every corner
As far as I am concerned, if you pay for something whether it be tv, radio, movies or games, there should be no advertising. Maybe it (or I am), old school but ya pays yer money ya get advertizin’ is just plain wrong. I pay for the content and therefore feel that no entity should be able to place their adverts in MY media!
There is all kinds of advertising done inside of movies that I’m sure companies pay for. You also have to pay for cable TV but it doesn’t eliminate commercials and I have an XM satellite radio that I pay a monthly subscription fee for ($13 per month) and not all stations are ad-free. I guess these games are just going along with everyone else.
splinter cell double agent has lots of sponsors for nivia for men