The MIT AdverLab points to a study by Bunnyfoot stating that there is an “…engagement between video game players and in-game advertising in sports titles.”
I’ve seen something similar in SecondLife: there are a number of different advertising networks who seem to buy up small blocks of land onto which they throw huge numbers of small posters for various SecondLife establishments.
In both cases, I think this is as much about the ineptitude and lack of imagination on the advertisers part as focus and attention of the participants. In the first case, they’re measuring people playing games, they’re focused on scoring, blocking and winning; not sitting their passively. It seems a bit like expecting the actual pro ballplayers to be “engaged” with the advertisements slathered on the outfield wall. It’s not going to happen.
That being said, I have seen some very creative uses of brand and video games to create engagement. In one of EA’s SSX games (snowboarding), the player could railslide through a Honda Element’s driver and passenger side doors. Honda demonstrates a unique aspect of their vehicles and it’s incorporated more or less seamlessly in the game. Compared to a forgettable in-game billboard, as described in the study, it’s a definite win.
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