More Ads Coming At You – And It Pays Off

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The ubiquity of advertising in our lives increases.  But, studies are showing that it pays off.  Think about it.  Did you maybe want to have a Powerade after watching the Matrix movies?  If you happened to miss it, go back and look.

In this case, it’s advertising in six EA SPORTS™ games:NHL® 09, NHL 10, NBA LIVE 07, NBA LIVE 08, NBA LIVE 09 and NBA Street Homecourt. In those, BusinessWire reports, it was Gatorade’s advertising that was studied.  Read on for more details.Gatorade placed a number of advertisements in the logical places (arena signs, water bottles, etc.) in those games; they found that such advertising increased household Gatorade purchases by 24%.

This was the first time such a study of the effect of advertising in video games was performed.  Using Nielsen data, a full study was performed, utilizing a control group and finding a significant difference between the games that lacked such ads and the ones that contained them.

Makes you wonder if we’ll get inundated by them once this data permeates other game developing companies.

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