None
While this likely won’t come as a shocker to most, considering how many voters Obama’s Burnout Paradise ads likely garnered for the now current President, in-game ads seem to work much like those found on television. When you show off products and services within someone’s entertainment of choice, apparently the result is increased sales. At least, this is what EA is trumpeting after doing a study to find out some concrete numbers (via 1Up).  According to a Nielsen study, commissioned by EA on behalf of Gatorade, in-game advertising tends to increase household spending on the product in question by 24%, giving advertisers a $3.11 return on their advertising investment. This study was performed by using a 100,000 person Homescan panel, allowing the company to track the things being purchased by the group using barcode scanning. These numbers were reached by separating the group into those who purchased EA Sports titles featuring ads for the product as well as the product itself, and those who only purchased the product. This finding is great news for EA, as they’ll have something to show companies when looking to find advertisers for their upcoming sports titles. |