A 82% de los gamers no les preocupan los avisos in-game contextuales

La mayoría de los video gamers responden positivamente y sienten que los juegos siguen siendo tan divertidos como si no lo tuvieran. Esto de acuerdo a un estudio de Nielsen BASES y Nielsen Games y que realizaron para la red IGA Worldwide y que se hicieron eco en Marketing Charts y que leí en Marketing Vox.


Incluso se registraron incrementos del 61% respecto de la opinión favorable para con la marca que participa dinamicamente en juegos. Un 44% de incremento en recordación.
Ver la nota de MarketingVox haciendo click en (MORE).



Most video-gamers react positively to in-game ads: 82 percent say the games are just as enjoyable with such ads as without them, according to a study by Nielsen BASES and Nielsen Games on behalf of in-game advertising network IGA Worldwide, writes MarketingCharts.

Moreover, integrating dynamic advertisements into videogame environments gives brands a measured lift in consumer awareness and opinion of the products players see during gameplay, the study found (via Wired).

Post-play, there was a 61 percent increase on average in consumers' favorable opinions of products advertised in-game, according to the "Consumers' Experience with In-Game Content & Brand Impact of In-Game Advertising Study."

"With young adults now spending on average six hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived," said Justin Townsend, CEO of IGA Worldwide.

Select findings from the study:

There is an average 44 percent increase in post-game aided recall from pre-awareness.
Positive brand attribute association increased 33 percent across all brands.
Of consumers with the strongest opinion about in-game ads, both positive and negative, over 70 percent felt the ads made them feel better about the brand, feel more favorable toward the brand, make them more interested in the brand, and believe the ads are for innovative/cutting edge brands.
Over 60 percent of these most opinionated consumers feel the ads catch their attention, make games more realistic, do not interrupt the game experience, and are promoting relevant products.
In-game ad exposures with a duration over two seconds, as they are measured in IGA's in-game ad methodology, generates on average an almost 30 percent increase in key ad metrics, including ad noticeability (100 percent), recall (42 percent), and fit (27 percent), vs. ad exposures with a duration of less than one second.
Videogame advertising is poised to grow to a $2B global industry by 2012, according to eMarketer, making games the fastest-growing major advertising medium.