Gamers Too Busy Actually Gaming To Notice In-Game Advertising
from the Is-Shaq-eating-Doritos? dept
In-game advertising is a booming market, seemingly validated by Microsoft's recent purchase of in-game advertising network operator Massive. Some studies have suggested that advertising in game is not only an "unusually persuasive" way of cultivating warm-fuzzy feelings about brands, but it can also help make the game more realistic -- assuming they're presented in non-annoying ways. Of course many early studies simply consisted of white-coated technicians asking gamers whether they suddenly had a hankering for Cheetos, making it questionable how effective the ads really were, or how exactly consumers perceived them. Last month a company came out with a method of studying effectiveness by tracking gamer eye-movement and physiological data during gameplay. The results of their first study are in, and it looks like sports gamers in particular couldn't care less about in-game ads -- likely because they're too busy trying to drive, grab a rebound, or pummel their opponent senseless. If the measuring tool is accurate, it looks like in-game marketers will have to go back to the drawing board with an eye for innovation -- since just slathering the basketball court with Burger King ads apparently isn't cutting it.