British gamers “highly receptive” to in-game advertising

May 12, 2009 | Uncategorized

A new study from Continental Research has shown that British gamers are highly receptive to dynamically served ads which appear during games, writes Netimperative. The research, carried out on behalf of in-game ad firm Massive Inc, found that the average ad recall rate was 54%. In addition, 65% of UK gamers think that in-game ads […]

A new study from Continental Research has shown that British gamers are highly receptive to dynamically served ads which appear during games, writes Netimperative. The research, carried out on behalf of in-game ad firm Massive Inc, found that the average ad recall rate was 54%. In addition, 65% of UK gamers think that in-game ads make games seem more realistic, while 55% find the ads “look cool”. Furthermore, brands that advertise in games are also perceived by gamers as innovative.
In-game ads also benefit from frequent and high levels of sustained exposure as gamers tend to spend significant amounts of time playing. Gamers on Massive’s online gaming network, for example, average 12 hours per week playing.
From Netimperative: http://www.netimperative.com, 12/05/2009
Continental Research: http://www.continentalresearch.com

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