In-Game-Advertising

It began as board advertising on the sidelines of racing games and has advanced into a serious industry branch in its own right: Advertising in computer games. There are numerous options for advertising products and services - from placements of new car models or brand-name clothes to ad campaigns at the hotspots of popular online games.

In cooperation with IGA Worldwide, “Zukunft Digital” is researching the effectiveness of in-game advertising. The objective is to use games for a more efficient allocation of media budgets and to make the success measurable. An exclusive reference group was established for the research project, consisting of users of the following successful games: Battlefield 2142 (EA), Counterstrike 1.6 (Valve), Test Drive Unlimited (Atari) and PKR.com (Crunchy Frog).

Research questions:

• Are large-scale campaigns extendable into virtuality?
• To what degree do users remember in-game advertising?
• How do users perceive and accept this ad format?

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