Game-Ad Company: 'Game-Ads Work!'


Posted July 25, 2007 - By Stephen Johnson

In-game advertising company Double Fusion are on a roll. Yesterday, they announced they'd teamed up with Eidos to provide in-game spots for ten Eidos titles in development, and now they've published a "landmark study which offers the first wide-scale positive proof of the efficacy of video game advertising."

The research will "further establish gaming as the most accountable branding medium that reaches the most critical buying demographics."

Sounds, fun, right? 

But don't take our word for it. Click the jump to take a look at Double Fusion's main discoveries, and tell us whether you agree.


  • 75% of gamers engage with at least one ad per minute across most, but not all, game types; 81% of gamers engage at least every other minute
  • Less-cluttered ads are three times as effective at garnering gamer notice than ads that are either cluttered or within cluttered environments
  • While both contribute positively to ad engagement, placement of the ad in the primary camera plane (eye-level) is more important than large-size ads
  • Not all ads are created equal dynamic billboards, around-game interstitials, sponsorships, and interactive product placements all offer different levels of user engagement and pervasiveness in the game
  • The data obtained from the study forms the basis for a new view on gaming measurement, which will allow gaming media plans to be constructed in a way that is both comparable and additive to other media plans


  • Tags: Videogames
    Game-Ad Company: 'Game-Ads Work!'


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