None
Activision and Nielsen Entertainment have been researching in-game advertising to see what effects it has on gamers. Their goal is “to demonstrate the ability of video games to build and enhance brand awareness, association, and appeal by conducting an in-depth evaluation of various levels of advertising integration within games.”
They have discovered that having product placement in a game is good, but having a branded product tie into the game play is better. An example of this is the Puma sneaker hunt in True Crime: New York City. This type of advertising improves brand awareness and can actually improve a gamer’s perception of the brand.
The study discovered that integrated advertising often improved the game play experience. 1,350 male gamers between the ages of 13 and 44 were surveyed while playing MTX Motortrax, Tony Hawk’s Underground 2, Need For Speed Underground 2, and NHL 2K6. Many of the participants believed that advertising increased their enjoyment of the game.