Another area of media fragmentation is the growth of interactive video games - advertisers should consider brand messages in video games, provided they do not spoil or interrupt the overall gaming experience. According to new research conducted by CNET Networks UK for the Internet Advertising Bureau (IAB), the majority of gamers see and accept advertising as realistic – a replication of the real world, representing a large untapped opportunity for many publishers and advertisers.
The survey of 3,575 UK-based gamers found 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 results highlight an uncertainty among gamers about what is advertising and what is placed simply to add realism, the report said. Mind you, would Coca Cola want Coke billboards in "Grand Theft Auto"?
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.
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.
The survey of 3,575 gamers took place on the GameSpot UK (www.GameSpot.co.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).
However, advertisers and media buyers will need to assess the discretionary purchasing power of a transient audience of 2.8m UK males aged 16-26....sounds a good market for cider, pot noodle and pizza!