Advertising in games "adds them realism"

Massive Inc. in conjunction with the office Interpret LLC conducted a study of how gamers react to advertising placed on virtual spaces of computer games. The results were very pleasant for all parties involved in the gaming industry.

More than 1,000 study participants played several hit titles of the last couple of years (including NFS Carbon, Rainbow Six: Vegas, Major League Baseball 2K7, etc.). The only distinguishing feature of the toys used was the presence of 4 real companies' advertisements in them - Adidas and 3 more unnamed brands: a film studio, a chain of fast food restaurants and a manufacturer of chocolate bars.

A survey of the experimental showed that in general, 70% of them advertising in the game seemed “to the point” and sometimes even “cool”. 73% of those who played sports simulators decided that the Adidas advertisement made the game realistic. Moreover, about 80% of respondents said that they would most likely have bought a DVD with a film, the posters of which they saw in the game, and would gladly chew on something from the same eatery network.

Such results can not but rejoice at the game manufacturers, who are not bothered by the extra revenue from advertising, or by the advertisers themselves, who started actively spudding a new market a couple of years ago. So, in 2005, the year Massive Inc. Microsoft was bought for $ 300 million, after which the investment flowed to its competitors: IGA Worldwide and AdScape Media . Even British intelligence places its advertisements in games with Massive Inc.