According to Frank Sagnier, the European Managing Director of ad firm Double Fusion, advertising placed in game environments can help monitor what locations are popular, visited often, or ignored by players – with the resulting data not just showing how much revenue games generated by each ad but also aid designers' creation of in-game areas. In-game ad companies that have dynamic networks monitoring game sessions and activity within levels generate data that is proving invaluable to studios, added Sagnier.
"For masively multiplayer games and virtual worlds we have developers asking us to look into where players are going and what they see. We can track the ads to see that players are going to certain spots."
"It's difficult to know what environments work when you're designing a game in a vacuum, but when it comes to MMOs you can update the game based on player behaviour. Really, consumers can control the design of a game. Because we can track the data on what they are looking at and doing, we can help developers design their games better."