In-game advertisements a waste of money?

Written by Ryan Garside

December 22, 2006 // 10:34 a.m.

Tags: #advertisements #advertising #bunnyfoot #dont #effective #effectiveness #game #in #in-game #research #work

A behavioural research group named Bunnyfoot has recently concluded that in-game advertisements fail to have an impact on gamers according to GamesIndustry.

They report that games like Project Gotham Racing 3, which contain multiple advertisements, fail to have any impact upon the gamer. The company uses eye tracking technology to assess where a gamers eyes are looking whilst they play the game.

The test was conducted on 120 gamers aged 18 and above. The report will not make companies like IGA Worldwide happy, the company recently struck a deal with Valve to have advertisements in Counter-Strike.

Dig a little deeper though and you discover that there may be ulterior motives for the results of the research. Bunnyfoot is a company offering services to would-be advertisers on how to improve their advertising techniques.

Of course it would make sense for the company to say that current methods don’t work, but with a little help from Bunnyfoot you’ll have kids dreaming about your products. Little more dubious about these results now?

Does in-game advertising work? Let us know your thoughts in the forum.

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