Ads in computer games

Stepping away from my online shoe retailer fixation for a moment, I thought I’d talk briefly about ads in computer games. Whilst reading The Register, I came across an appropriately scathing piece about videogame ads…an opportunity to share my love of computer games and cool eye-tracking technology! It does also have relevancy with regard to design and placement. Excited? You should be. Read on!

The article talks about research carried out by IGA Worldwide (an in-game ad company) that, unsuprisingly, supports the idea of adverts in games. Excerpt:

Over 80% of gamers feel videogames are still just as enjoyable with ads as without.

REALLY?! Do you want to know why? It’s because people playing computer games don’t notice in-game ads, since bizarrely they’re busy playing the game. Of course it’s just as enjoyable: the ads didn’t invade their gaming in an intrusive way.

People interact differently with different media: print, TV, web, radio…they all require very different tactics. You wouldn’t spend shitloads of money on a hugely attractive model to speak on your radio ad, would you? Similarly, you’d not employ an ugly munter to present your TV show (ok…Janet Street-Porter is clearly the exception).

It’s the same with in-game ads. Trying to bolt adverts into virtual billboards on a racetrack is a wasted effort, since gamers’ eyes are concentrating on NOT crashing that £250,000 car they’ve just bought. Work them in somewhere more meaningful, though, and you’re likely to see a good boost to product recall.

I personally couldn’t care less if there’re ads in my computer games.

June 17, 2008 | Filed Under All posts

 

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