EA Ads Are Working

A study commissioned by Electronic Arts on behalf of non-carbonated sports drink maker Gatorade, has showed that in-game advertising increased money spent by gaming-friendly households on the drink rose by 24 percent within a set period.

The findings were gathered by research company Nielsen, who are mostly known for determining audience ratings for television programmes. In this instance they monitored up to six EA Sports titles in a given household, all of which featured Gatorade product placement. They then compared the before and after buying behaviour of said households, discovering that there was a clear increase in sales.

                   

Elizabeth Harz, EA’s Senior Vice President has claimed the study is the first of its kind and encourages others to follow suit and get their products into games, "Now brands can feel confident adding gaming as a core media channel for their advertising." Gerardo Guzman, Nielsen’s director of media product leadership believes, "In this case the story is simple -- dollars put into video game product placement result in more retail dollars."


Will this study have an impact on in-game advertising?
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Craig Bryan, NoobFeed