advertising

A combined study by Gamematrix (research dept. of 11 Prozent Communication) and the University of Offenberg has highlighted some “positive” indicators for the efficiency of in-game advertising. They collected data from 65 test subjects while playing Need for Speed and FIFA 08, measuring ad recall and analysing eye movements. They have said that some brands have benefited quite well from placement in video games already (recognition rates increased by 30%), but it is important to consider placement and design as well as the context of the brand.

I’m all for a clever, entertaining commercial to promote a product or brand, but this is not what we are talking about here. In my opinion it is strictly a revenue collecting venture, similar to that of what the New Zealand Police do with their speed cameras. Here’s the difference though, [I assume] at least some of that revenue collected by the Police is pumped back into research and safety campaigns. If we as gamers are being bombarded with in-game advertising, some of that revenue needs to be passed back on to us. Whether that equates to cheaper game titles, I don’t know. But it is bound to be a controversial issue as in-game advertising becomes more wide spread.

2 thoughts on “Just what we need, more advertising..

  1. I don’t really know about that analogy to speed cameras, which penalise dangerous drivers and help keep the roads safer.

    It would be nice to think that the revenue from advertising went towards making games cheaper, but I somehow don’t see it happening.

  2. I don’t really know about that analogy to speed cameras, which penalise dangerous drivers and help keep the roads safer.

    It would be nice to think that the revenue from advertising went towards making games cheaper, but I somehow don’t see it happening.

  3. Yeah i’m not sure about it either! I guess my point was, a lot of people consider speed cameras simply revenue collection (which anyone with half a brain would realise it’s clearly not). But that money is then invested back in to educate those that are “affected” by that fine they receive in the post.

    As a gamer, i’m affected by a bombardment (heavy word, hopefully it doesn’t get that bad) of in-game adverts, developers make money off that, surely it is fair to expect some sort of “reinvestment” from the developer, whether it be free DLC, cheaper games, better development, longer games?

  4. Yeah i’m not sure about it either! I guess my point was, a lot of people consider speed cameras simply revenue collection (which anyone with half a brain would realise it’s clearly not). But that money is then invested back in to educate those that are “affected” by that fine they receive in the post.

    As a gamer, i’m affected by a bombardment (heavy word, hopefully it doesn’t get that bad) of in-game adverts, developers make money off that, surely it is fair to expect some sort of “reinvestment” from the developer, whether it be free DLC, cheaper games, better development, longer games?

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