Study highlights effectiveness of in-game ads

A joint research study conducted by CNET Networks UK and the Internet Advertising Bureau highlights the effectiveness of in-game advertising.

Among the research findings: gamers are receptive to brand messages, adverts do not spoil or interrupt enjoyment of games provided they are sensitively placed, and gamers see and accept advertising as realistic.

In a survey of 3,575 UK-based gamers, 52 per cent have seen an in-game advert in the past 12 months, 33 per cent said they would be "quite" or "very likely" to buy a product they had seen advertised while playing, and 40 per cent of respondents said that adverts added realism to a game.

Overall, of those respondents who said they had seen adverts in a game, 64 per cent reported that they felt positively towards the brand.

Jill Orr, managing director at CNET Networks UK, said "If in-game advertising is realistic, contextual and non-intrusive, there is great potential for advertisers, especially given that gaming is increasing at the expense of other leisure activities."

The gamers in the study were 98 per cent male, with 44 per cent aged between 13 and 18, 32 per cent aged 19 to 24, and 17 per cent aged 25 to 34.

The vast majority of respondents were multi-platform gamers using a PC in conjunction with one or more consoles. Of the time spent gaming, 52 per cent spend 10 or more hours each week.

More than a quarter do not consider interacting with a brand while playing a game, such as an in-game character consuming a drink, as advertising. Further, 17 per cent do not perceive brand names that are shown in games as advertising.

Provided that the placements are realistic, contextual to the game and non-interruptive to game-play, 73 per cent do not have a negative opinion of in-game ads. A full 86 per cent of respondents said they would welcome an increase in advertising if it meant a reduction in the purchase price of a game.

Only 14 per cent of respondents said advertising spoils the gaming experience.

The survey took place over three weeks on GameSpot UK in June and July 2007, with all of the respondents based in the UK.