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Advertising in games: does it really work?

Posted Nov 25, 2007 at 4:11PM EST by QJ Staff

Listed in: Wii, PS3, Nintendo DS, Xbox 360, PC Gaming Tags: in-game ads, Master Chief, NBA, Starbucks, WWE Smackdown

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Master Chief ordering take out at Burger King? Solid Snake wearing Speedos? These are just some hypothetical plugs that gamers might be seeing in the near future with the way in-game advertising has grown into a phenomenal industry nowadays.

As far back as the early '90s, we've seen games that have plugged, advertised, or even coerced gamers into taking a gander at their real-life sponsors, as well as the products tied-in with them.

However, does it really matter if we see our favorite video game character sporting a pair of Chucks? Whether you're a casual or hardcore gamer, you can't escape the fact that advertising has taken a new track by focusing itself into what is fast becoming the new mainstream in digital entertainment.

Some boring hard numbers

Carl's Jr. ad seen in Need for Speed: Carbon - Image 1

Even though advertising is still largely popular in print and television media, a large chunk of the digital entertainment market is centered on people ranging from 18 to their early thirties - the average age of your typical gamer.

In a survey conducted last year by behavioral research agency Bunnyfoot, it concluded that in-game advertising is failing to influence gamers.

The study sampled 120 gamers in a memory recognition test across several popular sports titles, such as Gran Turismo, NBA Live and Project Gotham Racing. According to the firm, recall and recognition of in-game ads was low across the board.

Players were able to recall most of the ads from NBA Live and WWE Smackdown vs. Raw, while Project Gotham Racing elicited no consumer engagement at all. The purpose of the study according to Alison Watson, head of visual engagement at Bunnyfoot, was for the results to "reflect the industry's concern relating to brand value and return on investment".

Big time companies can then use this data to evaluate whether or not it's profitable to put up a good old McDonald's or Starbucks outlet in the next popular game title. Though it's not necessarily a solid guarantee whether or not people will be inclined to grab a burger or double latte after they put down their controller.

Jumping on the bandwagon

Analysts from several different advertising and research groups have estimated the game advertising industry to grow to nearly US$ 2 billion by the end of the decade. All the big names in and out of the gaming industry seem to be getting in on the action these days.

Even the Internet search giant Google is getting into the game with the recent acquisition of its own advertising arm AdSense. Big name brands like Nike and Adidas have found a niche in games, particularly in MMO life simulator games There.com and Second Life, respectively.

While sports and racing games feature the most in-game ads, other genres have their own fair share of plugs for its sponsors and whatnot.

Funny enough, even parodies of advertisements seem to have a strong effect on gamers, such as those from The Simpsons Game and the Grand Theft Auto series. While some people might not appreciate the irreverent way games like these treat the advertising industry, its still a free plug for whomever the game is spoofing.

After all, any kind of publicity is, as they say, good publicity.

So... does it really work?

Suffice it to say that we don't think anybody wants to play a game littered with shameless plugs. But if it helps pay the developers bills into making bigger and better sequels, then by all means advertise away.

However way they want to put it though, this blogger is in the personal opinion of in-game ads are fine as long as they fit. An advert for a well-known product or even a movie plug is okay here and there is okay, but once you see Mario and Sonic knocking back a couple of Buds while having a Subway in their brand new Ferrari 599 GTB then you know something's wrong.

As gamers, the most important thing about the games we play is that nothing gets in the way of our gaming experience. So as long as you don't end up having to pause storming the big, bad boss' lair because of a Coca-Cola commercial in the middle of the game, then it's all good.

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Some EA racing games that show billboards that advertise are okay with me. It makes the game more realistic. Some games however such as the Simpsons where EA was plastered on just about everything was annoying. It actually took away some of the experience for me, and that was when I was playing the demo. If it's used right it can add to a better experience but if not done right, it can make a good game crappy real fast.

# No to in-game ads. — Immaculate Palace 2007-11-25 19:11

How many ways do we need to be advertised to before enough is enough?

# blah blah — Orlyeh 2007-11-25 19:49

I think this is a case of "oh my, just look at the advertising!"

"wait, there's advertising!?!?"

I played GHIII a few days ago with a friend of mine, and he was amazed at the amount of stuff plastered all over the place - Pontiac, Red Bull, etc. I hadn't noticed ANY of it until he mentioned it.

Did it make me want to go out and buy a Pontiac or some Red Bull? No - although the bottle of Jaegermeister I was chilling did.

Advertising is one of the ways you know something is here to stay.

As for EA and The Simpsons... well, they did kinda DEVELOP THE GAME, but I get at what you're saying.

# You can;t stop it and why would you want to? — Payka 2007-11-25 19:50

Its up to the developers and publishers and im pretty sure that they are capable of deciding that Halo 3 doesnt need advertising and football games do. Why do you make such a big deal out of everything qj?

# WTF!?!?!?!?! — ISOHaven 2007-11-26 06:11

I think it helps games to become more realistic. But it has to be as none invasive as real life. When they shove the product in your face I'll likely turn the game off and never turn it back on.

It's kinda kewl to be walking around and see billboards containing normal advertisements.

# You can stop it — xslayer91 2007-11-26 14:48

The people who buy things are the people who in the end decide what they want and what they will allow. If game companies want to take my sixty dollars to play a game and then throw ads at me and i do not like it then i do not buy the game and then they get the hint that they need to stop putting ads in games.

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