Nielsen has been studying the effect of in-game advertising on real-world products, and its findings do show that adverts in games will increase the sales of the product in the real-world environment.
A recent Nielsen study of six EA Sports titles, including NHL 10 and NBA Live 09, found that in-game ads for Gatorade increased household dollars spent on the drink by 24 percent. This is the first time that this type of sales lift analysis has been done for advertising within video games.
The Study’s Methodology
The study was based on Nielsen’s US Homescan panel of more than 100,000 households, representative of the US population, including a subset of Homescan homes that scanned video game UPC (Universal Product Codes) barcodes. The scanned barcodes were matched to a reference library of more than 14,000 video game titles.
Nielsen compared the households that purchased at least one of the studied games before and after Gatorade branding was integrated into the games (the test group) with households that didn’t purchase one of the games (the control group). This comparison allowed Nielsen to isolate the effect of the in-game advertising from other variables that might influence purchasing behavior.
Implications and Future Prospects
The implications of this study are significant for both advertisers and game developers. For advertisers, the findings suggest that in-game advertising can be a powerful tool for increasing brand awareness and driving real-world sales. This is particularly relevant in an era where traditional advertising channels are becoming less effective due to ad-blocking technologies and changing consumer behaviors.
For game developers, the study highlights a potential revenue stream that can be tapped into without disrupting the gaming experience. By integrating ads seamlessly into the game environment, developers can offer advertisers a unique platform to reach a highly engaged audience. This could lead to more partnerships between game developers and brands, ultimately benefiting both parties.
Moreover, the study opens up new avenues for research. Future studies could explore the long-term effects of in-game advertising on brand loyalty and consumer behavior. They could also investigate how different types of in-game ads (e.g., static vs. dynamic) impact sales and brand perception.
Another interesting area for future research could be the effectiveness of in-game advertising across different genres of games. For instance, do sports games offer a better platform for in-game ads compared to adventure or puzzle games? Understanding these nuances can help advertisers tailor their strategies more effectively.
The Nielsen study provides compelling evidence that in-game advertising can significantly boost real-world sales. As the gaming industry continues to grow, it offers a fertile ground for innovative advertising strategies that can benefit both brands and game developers.
More information is available in the Joystiq article and the Business Wire press release.
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