Gamers Too Busy Actually Gaming To Notice In-Game Advertising
from the Is-Shaq-eating-Doritos? dept
In-game advertising is a booming market, seemingly validated by Microsoft's recent purchase of in-game advertising network operator Massive. Some studies have suggested that advertising in game is not only an "unusually persuasive" way of cultivating warm-fuzzy feelings about brands, but it can also help make the game more realistic -- assuming they're presented in non-annoying ways. Of course many early studies simply consisted of white-coated technicians asking gamers whether they suddenly had a hankering for Cheetos, making it questionable how effective the ads really were, or how exactly consumers perceived them. Last month a company came out with a method of studying effectiveness by tracking gamer eye-movement and physiological data during gameplay. The results of their first study are in, and it looks like sports gamers in particular couldn't care less about in-game ads -- likely because they're too busy trying to drive, grab a rebound, or pummel their opponent senseless. If the measuring tool is accurate, it looks like in-game marketers will have to go back to the drawing board with an eye for innovation -- since just slathering the basketball court with Burger King ads apparently isn't cutting it.Thank you for reading this Techdirt post. With so many things competing for everyone’s attention these days, we really appreciate you giving us your time. We work hard every day to put quality content out there for our community.
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Players are Players...
A few years later while driving dirt sprint cars, a friend of mine crashed and afterwards a buddy asked me if he hit near the coke board or the pizza one. I had to stop and look twice cause I didnt even realize that was on the wall at all.
Watching a movie is one thing, but concentration and focus will nullify any in game placement 9 out of 10 times.
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Of course, the could try actually measuring...
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Good point - only one so far
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In-game Advertising
To wit: First, I was in the Navy, so the Air Force ads are neat, but I'm not interested; second, I go to AutoZone anyways (even before seeing the in-game ads), but only because it's the closest auto parts store to where I live, not because I saw an ad in some game, and third, I've never bought Axe and have no interest in ever doing so. So, it seems that their advertising dollars are rather wasted on me (especially since I can only remember these three advertisers).
I don't mind them being there, as long as they fit within the context of the game, which, in the cases of the games I mentioned, they do. Putting an auto parts store ad in EverQuest or World of Warcraft, however, would not be acceptable.
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Fitting In.
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Re: Fitting In.
Driving games should be easy to advertise in - Put them at braking points and in areas where gamers are likely to come off.
Brake at McDonalds. Turn in at KFC. spin off the track into (your advert here).
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Re: Re: Fitting In.
personally what has got me interested in this subject are in-game ads which are updated as you're connected to the internet, such as in Need For Speed Carbon.
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Here Here!
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http://forums.station.sony.com/mxo/posts/list.m?topic_id=36300007076
link to a discussion about the wendy's commercial
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Re:
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How do ads work?
Yet, advertising works. This has been proven out time and time again. Established products have seen sales go in the dumper when they let up on the advertising - and this is with an established client base!
There's no reason to believe brand awareness isn't a powerful effect, even if gamers don't stare at or consciously think about the ads.
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Re: Of course, the could try actually measuring...
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Counter Strike Sprays
My apologies for those that don't play CS and think I am ram bling.
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Re: Counter Strike Sprays
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Re: Re: Counter Strike Sprays
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don't even.....
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sometimes it is not
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sometimes it is not
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Re: sometimes it is not
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Re: Re: sometimes it is not
Do you have any evidence that proves your point? I am not saying you are wrong, just curious.
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I was waiting for this
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Ads reinforce wha????
although it would be sweet to see ads for companies you hate in GTA et al... would force the rage i'd imagine.
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Re: Ads reinforce wha????
I love to run across Mark Horowitz living in his Nissan Sentra in GTA, I,m sure the rocket launcher would be entirely too kind. Maybe hook on to him with the tow truck and drag him all over the map before hitting him with the flame thrower. Too bad there isn't a cargo plane, you could load him up and push him out at 20,000 ft.
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Re: Re: Re: sometimes it is not
there is evidence that shows subliminal messages work while under the influence of hypnosis. that's a very sketchy area though. not everyone is susceptible to hypnosis. it's why show hypnotists preselect candidates to go on stage, not everyone is susceptible to the suggestions of others. in turn there are people who are susceptible to the suggestion of others to the degree that hypnosis is possible. this however doesn't say much for subliminal messages for these people.
sorry i can't clarify things more for you. i'd say take a college psych coarse or two. you'll learn about actual case studies there...
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Re: Re: Re: Re: sometimes it is not
From Effectiveness of Subliminal Messages in Television Commercials: Two Experiments
Kirk H. Smith and Martha Rogers
The whole paper is at http://www.wpunj.edu/library/reserves/lawson/law320_2.pdf
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yea...
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yep its true
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and then there's piracy
Whether or not a game has in-game advertising will influence whether or not I pay for that game, or obtain a pirated copy of it.
If I notice ads in games, I go out of my way to not patronize those businesses.
All gamers should do this, and discourage this ridiculous practice. If these marketing fools think for a second that in-game advertising generates a penny of revenue, they will pollute everything they can get their filthy little rat claws on.
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Wanna sell stuff? Try making quality stuff at a good price, 90% of my purchases are made because of someone else's recommendation, not some ad anywhere. I'm far too cynical of Ads.
Take food purchases, for example. The Arby's up the street served me some rotten garbage with gave me a stomach ache for 3 days - think I'm EVER going to buy anything from them again? No way, even the sight of the place makes my stomach turn now.
They outta try paying their employees a bit more, spending a bit more on the raw goods required to make the product, and then I'll buy. Instead of dumping millions into advertising. It may have worked for a while, but anymore, it's all the same crap the only thing that seperates goods is the quality and the service. We've all, already tried all the crap they've advertised.
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Again, it doesn't matter what they throw in my face, I'll buy the goods I personally prefer and where I think I'm getting the best bang for my buck.
Go ahead, run that Playstation Commercial and I'll go up to the PC and play more PC games.
It's all about the GOODS themselves, not some commercial.
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Re: Second that
~Pro Gamer~
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tony hawk
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addvertisements
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Buy us
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Progressive
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Re: Progressive
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Bawls..
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My 3 cents
I don't think in game adverts can work this way unless they are constantly updated. I do hate adverts but sometimes they may work in my favor by bringing a new product into public view. I don't mind adverts in games unless they are annoying!
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Wait.
Has that been done? Not in games? Why not? It worked perfectly for TV!
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Ads That Work
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Re: Re: Re: Re: Re: sometimes it is not
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Dumb
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Deloris
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