Activision and Nielsen Entertainment released the results of a study on the effectiveness of in-game advertising that incorporates different levels of product integration. The research is the fourth component of an ongoing joint initiative between the two companies. The study confirms earlier findings that product integration helps to drive awareness and recall, but also uncovers a new variable, pervasiveness, which contributes to driving brand awareness as well. Most important, the research shows that the combination of product integration and pervasiveness results in a high degree of persuasion -- the willingness of consumers to change their opinions of a brand and/or recommend it to others -- and establishes that video games drive persuasion.
After studying multiple examples of integration and pervasiveness, and incorporating the element of persuasion, the researchers created a new standard for gauging the value of in-game ads based on two distinct levels.
Research results also found that, contrary to the assumption that highly pervasive ads would detract from the game play and frustrate gamers, a majority of study participants said that when the product is relevant to the game, advertising enhances the experience. Underscoring relevance, the study revealed that the vast majority of gamers who recalled a product in a game felt it fit the game they were playing. Moreover, a much higher percentage of gamers changed their opinion of the product positively versus negatively after having played the game.
In addition, gamers' receptivity to in-game advertising continues to be positive, and many of the study's participants claimed that the ads actually increased their enjoyment of the game.
The study was conducted among 1350 active male gamers ages 13-44. Each participant was randomly assigned to one of nine test or control cells.
Respondents who were assigned to four game test cells, featuring the games MTX Motortrax, Tony Hawk's Underground 2, Need For Speed Underground 2 and NHL 2K6, were then exposed to brands and products at various levels of integration and pervasiveness within each game. Participants assigned to two game control cells played the same games without any products integrated or placed in the game.
Moreover, three other groups of respondents were assigned to television test cells that incorporated traditional television commercials, product placements and no advertising, respectively.