According to a new cross-platform study by comScore Networks, gamers don’t seem to mind in-game ads.
The results show that 52 percent of Heavy Gamers and 56 percent of Light/Medium gamers said ads had no impact on their chances of playing a game.
The study says 25 percent of gamers fall into the Heavy Gamer category, which means they play 16 or more hours a week on any platform or 11 hours or more on two or more platforms. The Light/Medium category covered those who played less than 16 hours and constitutes about 75 percent of all gamers.
Some 35 percent of Heavy Gamers disagreed with the statement "these ads interrupt my play and bother me," and nearly half of them said in-game advertising was inevitable for the future of gaming. Asked whether ads would make them consider buying the advertised product or service, Heavy Gamers were more receptive (17 percent) than Light/Medium Gamers (9 percent).
As of April, game sites reached almost 50 percent of internet users, or 76.9 million consumers, up from 71.6 million in April 2005, according to comScore Media Metrix.
Marketing Vox
The study results kind of leave me wondering where they found these “gamers.” OK, in-game ads can be kind of cool and do lend a sense of realism to racing and fighting games and so on, but they can be annoying.
What’s more, the ads are, of course, paid placements. This means the gaming companies are getting money for the titles and they’re getting money for the ads.
While it’s true some gaming companies are facing serious financial troubles and need the bolstering to keep the doors open and the creative juices flowing, I just can’t seem to get away from the idea that they are double dipping. We are paying as much as $60 a pop for next-gen titles. When ads are included in the mix, we’re also paying for the right to be sold to.
Now maybe if they lowered the price slightly on titles with ads, they’d be on to something!
Related:
In-Game Ads: Is It Really Good For Gaming ?
Sony Strike Deal for Massive In-Game Ads
In-Game Ads: Selling Out Or Selling Smart?
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