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THE Lucifer
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Age:120
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 Posted: Thu Dec 08, 2005 1:00 am Post maybe stupid Post subject: In-Game advertisement to make a comeback? |
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http://www.gamesindustry.biz/news.php?aid=13449
| Quote: | In-Game advertising increases brand awareness - study
Paul Loughrey 14:28 06/12/2005
Activision and Nielsen Entertainment reveal pioneering study
Activision and Nielsen Entertainment have announced the results of a pioneering study into the effectiveness of in-game advertising, including findings that suggest players believe ads can enhance the gaming experience.
A total of 1350 male gamers aged 13-44 took part in the survey, and were randomly assigned to one of nine control or test cells. Those assigned to one of the four game test cells were exposed to varying levels of integration and pervasiveness of products and brands in games such as Tony Hawks Underground 2, NHL 2K6, MTX Mototrax and Need for Speed Underground 2.
Those assigned to the test cells played the same four games without any integrated products or brand placement. Three further cells incorporated traditional television advertising, product placement and no advertising, respectively.
According to the results of the study, a majority of participants felt that in-game advertising enhanced the gaming experience where the product was relevant to the game. What's more, the vast majority of respondents who recalled a product felt it fitted with the game they were playing and a higher number showed a positive change of opinion of the product after playing the game.
Activision chairman and CEO Robert A. Kotick, stated: "All media can claim to drive some level of awareness, but until now, no other media type has been able to reliably prove its ability to change consumer opinion. As this study shows, video games are a powerful ad delivery medium. But the challenge for the industry has been to develop a pervasive unit of measurement that will enable advertisers to accurately gauge the effectiveness of in-game ads. With this research, we have taken a major step in that direction."
Andy Wing, Nielsen Entertainment president and CEO, added: "Measurement drives efficiency in any business exchange; especially in advertising. Therefore, as video game play successfully emerges to define a new paradigm for targeted interaction with consumers, the need to establish accurate measures becomes even more critical; for both advertisers, who have finally found a pipeline into the 18-34 male sweet spot, and the video game publishers sitting in pole position to monetize that audience.
"With 18-34 year old male audience premiums of 6-7 times the average prime time television CPM, it's easy to see why measurement has become such a huge priority for the industry."
Activision and Nielsen Entertainment initially studied various examples of product integration within video games. During the course of their research, however, they noticed that positive movement of the marketing metrics did not always correspond to increased integration.
Both companies have attempted to rank this problem, factoring in elements of pervasiveness and persuasion to create a new brand integration structure based on unique objects and game elements, and brand presence from billboards, signs etc.
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Maybe we will see one day SS servers with big and thumbnailed banner ads "as the man intended" supporting the zones.
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Mine GO BOOM
Hunch Hunch
What What
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| Posted: Thu Dec 08, 2005 1:37 am Post maybe stupid Post subject: Re: In-Game advertisement to make a comeback? |
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| THE Lucifer wrote: | | Maybe we will see one day SS servers with big and thumbnailed banner ads "as the man intended" supporting the zones. |
Can't. We are under a gentlemen's agreement with BDE that as long as we do not sell nor make money with the game, we are free to run clones and edit the software without legal worries. BD Vine or someone else worked this out a while ago with them. |
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Gus.
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| Posted: Thu Dec 08, 2005 1:42 am Post maybe stupid Post subject: |
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| do you think this is subliminal advertizing? It sounded like it brainwashed the people playing the game. |
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i88gerbils
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| Posted: Thu Dec 08, 2005 8:53 am Post maybe stupid Post subject: |
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Does anyone still have that old zone adbanner with the fries?
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Donkano.
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| Posted: Thu Dec 08, 2005 1:45 pm Post maybe stupid Post subject: Re: In-Game advertisement to make a comeback? |
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| Mine GO BOOM wrote: | [..]
Can't. We are under a gentlemen's agreement with BDE that as long as we do not sell nor make money with the game, we are free to run clones and edit the software without legal worries. BD Vine or someone else worked this out a while ago with them. |
But you can charge people for zone/bot/whatever hosting for the of HD space and bandwidth. |
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Solo Ace
Yeah, I'm in touch with reality...we correspond from time to time.
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| Posted: Thu Dec 08, 2005 1:48 pm Post maybe stupid Post subject: |
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| Which is a completely other topic. |
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THE Lucifer
You can never defeat me
for I will never leave
Age:120
Joined: Nov 12 2005
Posts: 116
Location: Hell
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| Posted: Thu Dec 08, 2005 3:39 pm Post maybe stupid Post subject: Re: In-Game advertisement to make a comeback? |
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| Mine GO BOOM wrote: | [..]
Can't. We are under a gentlemen's agreement with BDE that as long as we do not sell nor make money with the game, we are free to run clones and edit the software without legal worries. BD Vine or someone else worked this out a while ago with them. |
Which is why we needed to name the client continuum so we won't get sued and why we pirated SS for eons without anything giving a shit from either side.
Not to mention that kazaa and sherman and BDE bitt the bullet in the courts so SS would be the last of their concerns.
But, meh.
Not to mention certain people hoarding donations for their zones so they can go out on a vacation in hawaii or buy a new car under guise of "server payments".  |
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