In Game Advertising Works: Nielsen

BrandWeek:

Just how effective is that Burger King ad in the game NFL Street? Marketers have often wondered. Considering that more than a third (36 percent) of gamers actually bought, talked about or sought information about a product after seeing an ad in a video game, per Nielsen Games, a case can be made that they are very effective.

Not long ago, advertising within video games was looked upon as an exciting new venue to attract a "lost boys" demographic that had stopped avidly watching TV. However, the excitement wore off for some as the ROI for such an unit was difficult to prove.

Looking to get a temperature check among today's gamers, Nielsen Games polled 534 active video game players last month on Brandweek's behalf (both are units of Nielsen). Of those surveyed, 11 percent said they purchased a brand that was advertised in a game.
Some 19 percent said they talked about it after seeing an ad and 10 percent said they recommended the product. Eleven percent said they sought more information. (While no direct comparison rates were offered against other forms of media, 1 percent of consumers exposed to direct response advertising eventually buy the advertised product.)

Coke was the most recalled brand by the Nielsen panel, followed by Nike, Burger King, Axe, Pepsi and Pontiac. "Burger King's goal is always to engage gamers in the BK brand through a medium they love," said Brian Gies, vp marketing, Burger King, Miami. "Throughout, it's been about knowing the target audience [young adult males] and finding relevant ways to reach them through great consumer experiences."

Read the whole story: BrandWeek

Comments

[Palemoon]

No surprise here, it's been going on for more than a decade now. I'm surprised the market is finally wondering where all the money and sales are coming from.

For example, the futuristic cyberpunk mmorpg I've played named Neocron and based in Germany, has been around about a decade. And one thing I noticed, was their real adverts mixed in with the games futuristic and fictional adverts. The game is based on the movie Blade Runner, which is why. Anyways, one of the real advertisements I can recall seeing, is Alienware posters throughou tthe dark city and subway.

Other games have long been doing it too. Such as Anarchy Online, run by folks in Norway. Also City of Heroes (USA/Korea). Wouldn't suprise me if World of Warcraft puts modern adverts in a medieval fantasy game. Lord of the Rings Online, which I currently play also, has advertisments, but those only come during the login sequence. Once in game, it's pristine Tolkien worlds uncorrupted by the capitalists.

Naturally, ALL sports games by EA Sports will be mega-adverts for the respective leagues, and sponsors. Which, that goes without saying and is no surprise at all. Those games are meant to be nothing but advertising since they are based on American sports. Which aren't really sports, but rather are just animated billboards. That's why people care more about the halftime commercials than they do the game. No wonder we are already looking so much like the Metropolis 1927 film/warning.