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November 29, 2005
Don't flood games with ads

A new report by Mediaedge:cia analyzes in-game advertising warning about the risks of flooding videogames with promotional branded messages. Mediaweek warns "using videogames simply to 'reach' or interrupt people cannot be regarded as an effective use of a channel with such potential." Instead, according to the new report ads need to "enhance a game's alternate reality".

Comments on this entry

hey man...
i sent u yesterday the new reality race for tomtom.
about which advergame you are talking....????
if it is so, as your saying, i think it aint that nice relaying it...i will delete it from my blog.

Posted by: yan at November 29, 2005 09:34 AM


This is not about advergames, it's related to advertising in videogames. Ciao,

Posted by: Martina at November 29, 2005 09:52 AM


Activision and Nielsen Entertainment have released the results of a study on the effectiveness of in-game advertising that incorporates different levels of product integration. According to the companies, the research results found that a majority of study participants said that when the product is relevant to the game, advertising enhances the experience, and that the vast majority of gamers who recalled a product in a game felt it fit the game they were playing.

Posted by: melanie at December 6, 2005 06:00 PM


The best example I can think of is the Redbull billboards that appeared in Wipeout games. Redbull wasn't even for sale here (US) at the time, so the ads didn't bother anyone. It really created a positive association, so that when people who had played the game saw later that this was a real product in stores they would be inclined to try it. It's an interesting reversal of the normal timeline of promoting a product people already know in a game, which tends to come off as too commercial in many cases. Square is releasing drinks called 'potions' based on Final Fantasy, but I'm not sure that will fare as well, since the packaging doesn't seem fantasy oriented enough (it's a little too generic looking). The point here being, of course, that there are different approaches to advertising in games, and I don't think the concept of game ads can simply be accepted or rejected as a whole. Some ads will be annoying and some will be accepted, it depends on the savvy of the individual company.

Posted by: ECB at December 7, 2005 05:06 PM


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