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Activision Researches In-Game Advertising

Discussion in 'Game/SP News & Comments' started by chevalier, Dec 6, 2005.

  1. chevalier

    chevalier Knight of Everfull Chalice ★ SPS Account Holder Veteran

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    Remove all ads!
    Activision has conducted some research of in-game advertising in cooperation with Nielsen Entertainment and released the results. According to those, in-game ads are highly persuasive and increase the enjoyment of the game. Here's a snip:

    SANTA MONICA, Calif., Dec 05, 2005 /PRNewswire-FirstCall via COMTEX News Network/ -- Activision, Inc. (Nasdaq: ATVI) and Nielsen Entertainment today released the results of a pioneering study on the effectiveness of in-game advertising that incorporates different levels of product integration. The research is the fourth component of an ongoing joint initiative between the two companies to establish standardized tools to measure the value of in-game ads.

    The study confirms earlier findings that product integration helps to drive awareness and recall, but also uncovers a new variable, pervasiveness, which contributes to driving brand awareness as well. Most important, the research shows that the combination of product integration and pervasiveness results in a high degree of persuasion -- the willingness of consumers to change their opinions of a brand and/or recommend it to others -- and establishes that video games drive persuasion.

    Read the whole thing at Activision.
     
    chevalier, Dec 6, 2005
    #1
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