Ads in video games can be persuasive, study shows

calidan · Dec 5, 2005, 02:36 PM

LOS ANGELES — Ads in video games can have a major influence on whether people buy products and recommend them to friends, a new study by Nielsen Entertainment concludes.

Nielsen has been studying advertising in games for more than a year in a joint project with game publisher Activision Inc.

Previous studies have shown that static ads in games, such as a billboard or blimp, or integrated advertising, such as a car a player must drive, can improve awareness of a brand in the same way as a 30-second TV spot.

But a new study released Monday shows that when ads are on screen long enough and are highly integrated in the game, they can make players feel more positive about a product.

"There's a whole new variable here," Nielsen Senior Vice President Michael Dowling said about the persuasive aspect of in-game advertising.

Game publishers have been trying to find a standard measurement of awareness so they can charge in the same way that television and other advertising is sold.

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Read More / Source: USATODAY.com

Drakon · Dec 5, 2005, 02:46 PM

Ads in games are pretty annoying. I'm all for being as "realistic" as possible, depending on the game, but I've seen enough Axe or Motorola ads in real life. It's gets really annoying to see even more in a game, which usually is meant to be an escape from reality

Vikingod · Dec 5, 2005, 02:52 PM

Its to be expected though, as games are being seen as mainstream, not unlike television. I personally see this as being a bad thing, as the flood gates tend to open, and in comes the crap.

**MIG-31** · Dec 5, 2005, 02:58 PM

This is something that wil most likely happen,just to bring in extra revenue..

Unfortunately for most people including myself would not like to see this happen.

calidan · Dec 5, 2005, 03:02 PM

I think it would be stupid if I'm playing an Fantasy RPG and there happens to be a Pepsi ad in it. Let's hope that it never happens to most of the games made. Sports games are not a problem for ads to be there IMO.

pr0digal jenius · Dec 5, 2005, 03:05 PM

I'd love to see game prices drop to $30 in exchange for me having to watch an ad or something...but no.....they'll get ads, and I'll still pay $50

niceguyrichy · Dec 5, 2005, 03:37 PM

Quote:

Originally Posted by pr0digal jenius

I'd love to see game prices drop to $30 in exchange for me having to watch an ad or something...but no.....they'll get ads, and I'll still pay $50

damn straight!

here in the uk all new releases start at £40 , around $70 / $75 , which is a god-damn rip off!

especially for the likes of everquest and wow, where you have to pay monthly sub. as well.

I already had to buy 2 copies cs:s so myself and our son could play at the same time, so if that is going to continue, why the hell should I have to put up with ads as well!!!

The_Neon_Cowboy · Dec 7, 2005, 09:44 PM

"Ads in video games can have a major influence on whether people buy products
and recommend them to friends, a new study by Nielsen Entertainment concludes."

let me guees theywher paid for the study = give the rusilut thier client the
game add insutry was looking for. I see an add in a game? I don't buy thier stuff...

If you going to adveritse in the games? give us the games FREE

Randomletters · Dec 7, 2005, 10:15 PM

I like em in racing games, sports games, I agree do not put them in WoW or guild Wars style games, and if i ever start seeing commercials during loading screens ill quit gaming and kill everyone responsible for said abomination.

Dark Lord · Dec 7, 2005, 10:32 PM

ya, raceing and sports games there just fine in. if i start seeing ads in BF2 or the like, some ones going to die...

Dec 5, 2005, 02:36 PM	#1
calidan Frozen in Carbonite Join Date: Mar 2003 Location: Kansas City, MO Posts: 1,409 Rep Power: 43 System Specs	Ads in video games can be persuasive, study shows LOS ANGELES — Ads in video games can have a major influence on whether people buy products and recommend them to friends, a new study by Nielsen Entertainment concludes. Nielsen has been studying advertising in games for more than a year in a joint project with game publisher Activision Inc. Previous studies have shown that static ads in games, such as a billboard or blimp, or integrated advertising, such as a car a player must drive, can improve awareness of a brand in the same way as a 30-second TV spot. But a new study released Monday shows that when ads are on screen long enough and are highly integrated in the game, they can make players feel more positive about a product. "There's a whole new variable here," Nielsen Senior Vice President Michael Dowling said about the persuasive aspect of in-game advertising. Game publishers have been trying to find a standard measurement of awareness so they can charge in the same way that television and other advertising is sold. ____________ Read More / Source: USATODAY.com __________________ Steam Community :: ID :: calidan "Don't try to be like Jackie. There is only one Jackie.... Study computers instead." - Jackie Chan

Dec 5, 2005, 02:52 PM	#3
Vikingod Int'l Fish Liaison Join Date: Jul 2004 Location: By the light of lamp I sit and type... Posts: 16,149 Rep Power: 85 System Specs	Its to be expected though, as games are being seen as mainstream, not unlike television. I personally see this as being a bad thing, as the flood gates tend to open, and in comes the crap. __________________ *How You Can Help DriverHeaven By Using Digg*

Dec 5, 2005, 02:58 PM	#4
MIG-31 DH News MOD Join Date: Dec 2002 Location: Nottingham,UK Posts: 42,244 Rep Power: 180 System Specs	This is something that wil most likely happen,just to bring in extra revenue.. Unfortunately for most people including myself would not like to see this happen. __________________ Please Post Your News Submissions Here How you can help DriverHeaven by using Digg!

Dec 5, 2005, 03:02 PM	#5
calidan Frozen in Carbonite Join Date: Mar 2003 Location: Kansas City, MO Posts: 1,409 Rep Power: 43 System Specs	I think it would be stupid if I'm playing an Fantasy RPG and there happens to be a Pepsi ad in it. Let's hope that it never happens to most of the games made. Sports games are not a problem for ads to be there IMO. __________________ Steam Community :: ID :: calidan "Don't try to be like Jackie. There is only one Jackie.... Study computers instead." - Jackie Chan

Dec 7, 2005, 09:44 PM	#8
The_Neon_Cowboy DriverHeaven Extreme Member Join Date: Dec 2002 Location: U.S.A. Posts: 16,135 Rep Power: 76 System Specs	"Ads in video games can have a major influence on whether people buy products and recommend them to friends, a new study by Nielsen Entertainment concludes." let me guees theywher paid for the study = give the rusilut thier client the game add insutry was looking for. I see an add in a game? I don't buy thier stuff... If you going to adveritse in the games? give us the games FREE __________________

Dec 5, 2005, 02:46 PM	#2
Drakon DriverHeaven Extreme Member Join Date: Jun 2004 Location: Floatin'... Posts: 4,958 Rep Power: 43	Ads in games are pretty annoying. I'm all for being as "realistic" as possible, depending on the game, but I've seen enough Axe or Motorola ads in real life. It's gets really annoying to see even more in a game, which usually is meant to be an escape from reality

Dec 5, 2005, 03:05 PM	#6
pr0digal jenius Delete Me Join Date: Mar 2004 Posts: 14,672 Rep Power: 0	I'd love to see game prices drop to $30 in exchange for me having to watch an ad or something...but no.....they'll get ads, and I'll still pay $50

Dec 7, 2005, 10:15 PM	#9
Randomletters ))<>(( Join Date: Oct 2004 Posts: 2,326 Rep Power: 35	I like em in racing games, sports games, I agree do not put them in WoW or guild Wars style games, and if i ever start seeing commercials during loading screens ill quit gaming and kill everyone responsible for said abomination. __________________ Main Rig to the Left http://www.myspace.com/rnaodmnick <-- Yea I did it...

Dec 7, 2005, 10:32 PM	#10
Dark Lord DriverHeaven Extreme Member Join Date: Jul 2004 Location: Grand Rapids, MI Posts: 5,558 Rep Power: 63 System Specs	ya, raceing and sports games there just fine in. if i start seeing ads in BF2 or the like, some ones going to die... __________________