Study results justify in-game advertising

by Jennie Lees { Dec 5th 2005 at 3:15PM }

It's bad news for opponents of in-game advertising—the results of the "most exhaustive" study yet, investigating the effects of advertising in games, were released today. While "exhaustive" seems to mean 1,350 young male gamers, the results are encouraging to advertisers, showing that 69% remember seeing certain ads as they play. More interestingly, Nielsen Entertainment found that gamers actually like in-game ads, as they provide added realism.

With advertising looking increasingly likely to creep into Xbox 360 games, as well as already being included in various MMOs, will we have to go entirely offline to avoid advertisements? Bringing ads into games is a logical step for companies, since television viewing is becoming less frequent amongst young people. However, there are more interesting ways to get gamers interested in your product than by slapping a clunky billboard in-game; while these most recent study results show that people remember ads, will they cause them to buy the product?

Reader Comments (Page 1 of 1)

Vandell @ Dec 18th 2005 9:38PM

The ads *will* be coming, mark my words. It is inevitable. Development costs are going through the roof (http://www.escapistmagazine.com/issue/8/3), and they've got to be paid somehow. I, for one, do not necessary disagree with the advertisement - I can personally ignore them. As a benefit, though, small companies can use them in order to pay for their development costs, and we may see more and more unique titles because of it.

Sagan @ Dec 18th 2005 9:38PM

As long as it isn't popups and as long as it gives the developers more money to make their games better or make the games cheaper, it's OK.

jc @ Dec 18th 2005 9:38PM

If you think video games and adds are not going to happen... I have one thing to tell you: "be sure your next tv has dlp".

Honestly though, what is really is sad is the fact that so many people are gullably to labels and advertising. Would all of these companies continue with their invasive marketing if people didn't react so favorable to it?

Personally, I will avoid games that are ruined by ads.

Captain Obvious @ Dec 18th 2005 9:38PM

I would like to see advertising used more in games, so long as there is some off-set to the price that the consumer has to pay. I'd hate to see what's happening to the movie industry, i.e. twenty minutes of commercials and $12.00 tickets, come to the game industry. As advertising revenues increase, I want to see prices decrease.

Evil Inside @ Dec 18th 2005 9:38PM

Movies are already doing it and have been doing so for years, so it's going to happen.

Let's just hope it doesn't get too obtrusive.

Jeremy Wright @ Dec 18th 2005 9:38PM

I don't mind ads, as long as they add to the realism. Why should the billboards in sports games be for real companies?

Michael Sweeney @ Dec 18th 2005 9:38PM

I actually kind of like in game advertising as long as it doesn't feel forced (like I wouldn't want to see Mario needing a Mountain Dew for a powerup.) it gives more of a real life feel to certain games.

Sloopydrew @ Dec 18th 2005 9:38PM

"Nielsen Entertainment found that gamers actually like in-game ads, as they provide added realism."

It looks like Nielsen Entertainment also found that the gamers they surveyed are pathetic corporate whores.

Seriously, I wonder how they phrased the question? I bet it was something along the lines of, "Is seeing a Starbucks more realistic than seeing a fictional coffee shop that is made up and completely fake? Maybe with the name 'No Such Coffe Shop Exists'?"

Sloopydrew @ Dec 18th 2005 9:38PM

"As advertising revenues increase, I want to see prices decrease."

That will never, NEVER happen.

Cyberclaws @ Dec 18th 2005 9:38PM

I don't want ads in my games. If they do have ads, I want the option to turn them off, even if it means paying extra.

If they go this far, they may as well just plug us into the matrix and get it all over with now.

Sloopydrew @ Dec 18th 2005 9:38PM

"As advertising revenues increase, I want to see prices decrease."

That will never, never happen. Notice how advertising and talk of future advertising in games is happening just as the price of a game shot up on to $59 on the XBOX 360 (anyone willing to pay $59 for a game is a moron, in my humble opinion -- as games get more popular, they should continue to DROP in price. A new title should be down to $29 by now. That's how it has worked for years, until Micro$oft came onto the scene.). Games will continue to go up in price and advertising will continue to increase and the most gullible of gamers will continue to believe the line the developers and publishers feed us that this will help lower the cost of games, which is up "sooooooooo" much, and we'll all pay less and live in a happy marketing and gaming utopia.

chris McDowell @ Dec 18th 2005 9:38PM

What I dont want is a video add when I start my game or something like that. I will turn it off and return it if I ever get a game that forces me to watch an ad video. I dont mind seeing billboards or pepsi cans lying around or charecters in some city using them. Maybe restraunts and fast food places too but if it is forced videos they have gone too far.

Snakey J @ Dec 18th 2005 9:38PM

" Nielsen Entertainment found that gamers actually like in-game ads, as they provide added realism."

I agree completely... I hate looking at obvious rip-offs of name brand products, it really detracts from the realism (if indeed the game to going for realism.) I'm all for a reduction in development costs, just as long as the end consumer doesn't have to see $60 price tags anymore ($40 would be better.)

SickNic @ Dec 18th 2005 9:38PM

If developers are going to use in-game advertising, then I strongly suggest that we see decreases in prices. No more $60 games, and maybe even lower than $50 for newer games. As long as the ads don't effect the mood of the game, and decrease prices, I am all for in game ads.

The one thing I really don't want is seeing a Geico billboard while I'm on a special ops mission in Russia...

Scythe @ Dec 18th 2005 9:38PM

well think this way next time your playing GTA:SA which would be easier to remember clucky chicken or Buger King? or you need to go and snipe someone from the billboard with the fat women on it or them say you need to snipe someone from the Nike Billboard down the street.

Just easier to remember things we see them now in real life why not in games. But I do agree either use the money to make better games or cut back on the game price.

I mean if you ad in a GTA game more people are going to see that then people watching the superbowl.

Christopher7xii @ Dec 18th 2005 9:38PM

Sports, GTA, Extreme Sports, and some sim action games could work this(contra). I'll definitely be less likely to buy any final fantasy that replaces potions with Coca-Cola, or have "Greyhound" logos across all their chocobo stables.

Just imagine how immersive star wars would be if they had ads from Red and Meth selling you deoderant. Then think of the same ad in Dodgeball. Same effect on games I imagine. Works for some, doesn't work for others.

Devil's Advocate @ Dec 18th 2005 9:38PM

I can see why some would thing that advertising in games adds realism, as advertising is all around us in our everyday lives. However, I think those that support this issue are being naive. Sure a few billboards placed here and there, as in real life are fine, but does one actually think that this is where it will end?

What is to stop them from putting an ad that runs first when you put in a game, and the "X" (or "A") button won't let you skip ahead. How about ads when the game is loading? (This would make me wonder if I was waiting for the game or a specified time for the ad to display).

All those currently in-favor of "tasteful" ads, please think about the fact that advertising in and of itself is not tasteful. Really, we should all be appalled when we look at Times Square and see that buildings have had displays put on them to show advertisements. Think about what a real baseball field might look like if not littered with logos and slogans.

Just because it is a part of the rest of your life, does not mean you should allow it to seep into others.

But then again, maybe I should just go drink a Coke, after all, it is the real thing.

Nick Newport @ Dec 18th 2005 9:38PM

Ads in game are awesome.

I love driving around the city and seeing a McDonalds sign. It is realistic. As long as you don't have to watch commercials, I'm fine with them.

Gareth @ Dec 18th 2005 9:38PM

#2.

Make the games cheaper? lol. Even if the advertisements paid the whole cost of game development, you really think these companies will lower their prices below the maximum that they can squeeze out of you? Cute.

Doug teh H-Nut @ Dec 18th 2005 9:38PM

No one's mentioned Pikmin 2 yet? I'm shocked an appalled. That game was 98% product placement. And I loved it.

If they do like what they did with Super Monkey Ball DX to Pikmin 3 and remove the ads, I'd hate it.

But honestly, I don't mind the ads if they aren't intrusive. Cheaper and better games as opposed to an expensive piece of adless crap? Yeeeeah. My TV needs DLP.

White Rose Duelist @ Dec 18th 2005 9:38PM

NOW LOADING...

Next time you have to wait for a game to load, why not try a cool, refreshing HiPotion? It'll restore your hit points and make the seconds waiting for the cutscene that takes up half a DVD fly by. For loading time, it's Suntory time!

We'll be back with disc 3 of Grand Theft Halo: Mushroom Kingdom shortly. Thank you for waiting.

Xplode @ Dec 18th 2005 9:38PM

In game advertising was actually my senior project in college. The market is ripe for advertisements and it seems about time that it happens. It used to be that advertisers would pay a one time fee to get into a game. Now with online content, games can rotate advertisements and charge CPM (cost per 1000) impression rates just like the internet.

Don't be surprised to hear news from google in the next few months as they might jump in head first getting ads placed on every corner or every virtual city we go to!

Sloopydrew @ Dec 18th 2005 9:38PM

kojo87 @ Dec 18th 2005 9:38PM

why dont game generate the majority of their income from adds and not from resale prices? im sick of paying $50 a game much less $60 for next-gen titles. dont you think more people would buy games if they were $20-30 a pop. income comes from volume.

i like adds in games; Pikmin 2 was great because of that and NFSU2 wasn't hurt by the BK and Cingular adds. i think it adds to the reallity of the game. the biggest one of course is licenced cars. GTA and Burnout weren't nearly as cool as they could have been with real cars. agian: NFSU2 nailed it; adds and swwet, realistic cars.

Jeramy @ Dec 18th 2005 9:38PM

hahaha

69% remember

pffftttt....

Christopher7xii @ Dec 18th 2005 9:38PM

"All those currently in-favor of "tasteful" ads, please think about the fact that advertising in and of itself is not tasteful. Really, we should all be appalled when we look at Times Square and see that buildings have had displays put on them to show advertisements."

Dude. Times Square and Tokyo are awesome sights. I'm not entirely sure why I should feel a certain way about it(appalled as you said). It's a testament to humanity. Advertising creates culture. Santa Claus was colored by Coca Cola if you remember. Now look how much we love the red and white santa in a big fluffy cloathing with a giant white beard. He's the highlight of every childhood.

burninhell @ Dec 18th 2005 9:38PM

I look forward to not buying lots of games that have obnoxious advertising in them. Take heed, EA and other bordering-on-lame-ass publishers...I would pay MORE for a game without advertising, IF I had the choice...why? Well, because i am not a brain-dead corporate-member-slurping idiot, thats why!

I suspect that the serious Japanese developers would be the last to succumb to this plague of stupidity, and thats just one more reason to stick with the Japanese games...

Conn @ Dec 18th 2005 9:38PM

I wouldn't mind if it actually made sense in the game I was playing. If I was playing a NASCAR game, I'd expect to see ads from their sponsors. But, I do not ever want to see ads in Advance Wars. Or any RPG that takes place in a fantasy world. Or, a very quirky game.

Dylan Horkin @ Dec 18th 2005 9:38PM

Don't get me wrong - I DO love in game ads.

When they are FAKE ads, rather than real ones. I.e. products that don't exist, or make fun of real ones.

Example: Suppose you were playing PDZ on the 360. There's a company in it called DataDyne - and they have DataDyne advertisements every once in a while. They tend to be amusing.

We have enough ads everywhere else in the world there is no need for more in a game. Games are supposed to bring you into a new or different world - not an extension of ours.

notrealdan @ Dec 18th 2005 9:38PM

The worst thing would be if they start having pop-ups that take up part of the screen while you're playing (like on TV).

I can also see them having ads on loading screens and require you to stare at them for a certain amount of time (despite how long the loading takes) or make you look for a tiny little thing to click on to actually continue the game.

When they put ads in, it has to be done right. Imagine if an NPC said to you, "Go to the market and buy some weapons for your journey. Don't forget to pick up some cool, refreshing Coke. You may get thirsty while rescuing maidens."

Other the other hand, I think ads in games, such as posters on walls, billboards, etc. could add a bit of realism to some games. Can you walk down a real city street without seeing a hundred ads? Why should a virtual city street be any different?