Brands Strongly Benefit from In-Game Advertising, say Researchers

In-game advertising is still an evolving business, but more and more publishers are turning to in-game ads as a way to gain incremental revenue. The ads also provide brand marketers a way to reach that evasive video game audience that watches much less TV these days. But how effective is in-game advertising?  

Gamematrix, the research division of 11 Prozent Communication, recently conducted a study with eye-tracking analysis and found that in-game ads can actually work quite well if implemented correctly. "The study proves that it is not enough to be constantly present in the field of view – placement and design are the key elements for the success of in-game advertising," Gamematrix said. 

The study was conducted by measuring the duration and frequency of sight fixation of players during sessions of EA's Need for Speed: Pro Street and FIFA 08. Smart placement really is the key it seems. "Despite being constantly present (31 placings), the brand react was barely noticed and did not achieve more than 20 percent of the attention VW achieved with only one strong placement. This clearly shows the enormous influence of placement on the effect of an advertisement," Gamematrix said.

“Product advertising only works in context with the brand, otherwise it remains unnoticed,” commented Carsten Szameitat, research leader gamematrix, managing director 11 Prozent Communication. “Brands strongly benefit from in-game advertising as their recognition rates increase by 30 percent.” 

Interestingly, the study also found that about 60 percent of the respondents stated that they played computer games but did not spend any money on games. This would seem to indicate a preference for free-to-play titles, which of course are mostly ad-supported. 

Further details on the study and purchase information for the report are available here.