September 16, 2008 2 Comments
Ads in video games may be more effective than previously assumed, Mediaweek reported Monday.
According to a new study by Nielsen Games, more than one-third (36%) of gamers bought, talked about, or sought information about a product after seeing it advertised in a video game.
Coke, Nike, Burger King, Axe, Pepsi, and Pontiac were cited by respondents as the most-recalled brands.
Of the 534 active video game players surveyed by Nielsen, 11% purchased a brand advertised in a game or sought more information about it, 19% talked about a brand after seeing an in-game ad, and 10% recommended the product to a friend.
Most of the gamers who recalled products featured in games reported that the ads did not detract from their gaming experience.
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[...] Excerpt from: Video Game Ads Boost Brand Awarness — And Sales [...]
Talk is great, but it’s also cheap…actually, it’s worthless, unless it gets translated into sales. Branding is facing a whole world of pain as 2009 approaches; getting gamer interest, or even comment, is only a small fraction of the challenge facing brands. Using games as glorified billboards (or ad channels) doesn’t get them any closer to overcoming it.
In my new book, Branding Only Works on Cattle, I explore in great detail a new approach to brands and games; namely, I think it’s nuts that brands try to use games as tactics or ad channels, and instead propose that games redefine the very strategy behind branding.
I’ve made my chapter on the subject available as a free download on my site (for a limited time); it’s available at: http://www.baskinbrand.com/2008/11/free-chapter-brands-games.html.
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