| Date | Title |
|---|
New Research Proves Effectiveness of In-Game Advertising
CNET Networks UK and IAB team up for definitive in-game advertising study
In-game advertising adds realism and creates positive feelings towards brands
www.CNETNetworks.co.uk
www.IABuk.net
A research study of the in-game advertising sector, conducted by CNET Networks UK for the Internet Advertising Bureau (IAB), has highlighted the effectiveness of in-game advertising, a rapidly-growing form of digital marketing.
The research proves that gamers are receptive to brand messages and that adverts do not spoil or interrupt enjoyment of playing games provided they are placed sensitively within the game environment. Gamers see and accept advertising as realistic – a replication of the real world – which is a massive opportunity for both publishers and advertisers.
In a survey of 3,575 UK-based gamers, 52% have seen an in-game advert in the past 12 months, a third (33%) said they would be 'quite' or 'very likely' to buy a product they had seen advertised while playing, and 40% of respondents said that adverts added realism to a game.
Overall, of those respondents who said they had seen adverts in a game, two-thirds (64%) reported that they felt positively towards the brand.
More than a quarter (27%) do not consider interacting with a brand while playing a game – for example, drinking a can of Red Bull to increase the energy of a character – as advertising. Furthermore, 17% do not perceive brand names that are shown in games as advertising.
Both findings highlight an uncertainty among gamers about what is advertising and what is placed simply to add realism.
73% do not have a negative opinion of in-game ads provided that the placements are realistic, contextual to the game and non-interruptive to game-play.
The majority (86%) of respondents said they would welcome an increase in advertising if it meant a reduction in the purchase price of a game.
Only 14% of respondents said advertising spoils the gaming experience.
General gamer findings:
The study was conducted by GameSpot UK, CNET Networks UK's market-leading site for UK gamers. The gamers in the study were 98% male, with 44% aged between 13 and 18, 32% aged 19 to 24, and 17% aged 25 to 34. The vast majority of respondents were multi-platform gamers using a PC in conjunction with one or more consoles.
Of time spent gaming, 52% spend 10 or more hours gaming each week. More than one in four game for more than 15 hours per week, while a third (32%) play for five to 10 hours a week. Gamers are increasing the time they spend with consoles at the expense of other forms of media including TV, radio, print and even other digital activity.
76% of respondents said they watch less TV as a result of gaming. Gaming also displaces other activity – 37% listen to the radio less, 34% read less print media, and 28% go out less.
Two thirds of respondents now play online games at least two hours per week, 40% play online games for at least five hours per week and one in five (21%) play online games for at least 10 hours per week. For many, gaming is their principle leisure activity and more than half (58%) are gaming more than they did a year ago.
Jill Orr, managing director at CNET Networks UK, said: "GameSpot UK is the ideal place to research gamer attitudes and preferences and we got a clear message from gamers: if in-game advertising is realistic, contextual and non-intrusive, there is great potential for advertisers, especially given that gaming is increasing at the expense of other leisure activities."
Kieron Mathews, head of marketing at the IAB, said: "In-game advertising has experienced incredible growth in the past few years and is a major item on the IAB's agenda. While still in a relatively embryonic stage, games publishers are waking up to the fact that in the future a larger proportion of their revenues will rely on in-game advertising as well as retail or download sales. In-game advertising offers marketers a compelling route to distinct target audiences with real time ad placement and consumer engagement."
The survey of 3,575 gamers took place on the GameSpot UK website over three weeks in June and July 2007. All respondents to the survey were based in the UK.
GameSpot UK attracts 2.8 million unique users, 60.1 million page impressions and is the first UK gaming site to audit its 2.7 million video streams (source: ABCE March 2007).
Ends
For more information contact:
Mark Terry-Lush, 07740 432 112, or email mark@renegademedia.net
Amy Kean, 07739 372 042, amy@IABuk.net
About CNET Networks
CNET Networks UK is a part of CNET Networks Inc. (NASDAQ: CNET), an interactive media company that builds brands for people and the things they are passionate about, such as gaming, music, entertainment, technology, business, food, and parenting. Founded in 1992, CNET Networks has a strong presence in the US, Asia, and Europe. CNET Networks UK focuses on the business technology, personal technology and entertainment categories through six UK-focused websites: ZDNet.co.uk, silicon.com, atlarge.com, CNET.co.uk and GameSpot UK. CNET Networks UK also delivers one-to-one services through its direct marketing arm CNET Direct.