Ad Presence in Console Games Has Little Effect on Purchase

Mike Vorhaus on Digital Communications

By Published on .

A wide variety of games include advertising, from simple banner ads on casual online games to the growing placement of advertisements inside console and PC games. This advertising represents an incremental, immodest revenue source for game makers and, as the cost of developing games rises, game studios and publishers welcome that.

Mike Vorhaus
Photo: Stephanie Diani
Mike Vorhaus is senior VP-managing director of new media and strategy for Frank N. Magid Associates.
Consumers don't seem to mind most of the advertising as long as the ads make sense (you can't have a Mustang car ad in World of Warcraft, for example) and do not get in the way of game play. In fact, they're receptive to it.

We recently asked consumers who play console games how they would feel if advertising was significantly increased in a game and the price was cut in half. We also asked how they would feel if even more advertising was added, and the game was provided free of charge. While many said they would be more likely to buy or play the game if advertising led to a price reduction, the largest group said it would make no difference. Even the core gamers -- teenage males -- were polarized.

While some gamers are interested in more advertising if it lowers the cost of console gamers, most gamers are not impacted in a big way by such an offer. Whether they'll buy or play a title comes down, ultimately, to whether it's a great game.

Source: Frank N Magid Associates, Inc.
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