UK based 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.

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