iab/gamespot uk in-game advertising survey june-july 2007

IAB/GameSpot UK

In-game Advertising

Survey

June-July 2007

CNET Networks UK

• UK’s largest online-only publisher• 9.6 million UK users (31% reach)*

*(Comscore mediaMetrix March-07)

Title

• UK’s largest video game content site

• ABCe Audit March-07• 2.8 million unique UK users• 60.1 million page impressions• 2.7 million video streams

Title

• Promoted via standard advertising around the GameSpot UK site and a post in the forums

• Incentive: entry into prize draw for a PS3• Three week data collection ending July 11th 2007• 3,575 completed surveys

In-game Advertising Survey

Title

• Basic info here positioning and audience

• ABCe audit

Respondent demographics

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

<13 13 to 18 19 to 24 25-34 34+

Age

98% male

76% age 13-24

49% age 19-34

N=3575

TitleGaming hardware owned

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Wii DS X360 PS3 PS2 PSP PC Mac None Other

Respondents are multi-platform gamers

N=3575

TitleGaming habit – all video games

0%

10%

20%

30%

40%

<2 hrs 2-5 hrs 5-10 hrs 10-15 hrs 15+ hrs

52% spend 10 or more hours gaming each week

More than one in four gaming for over 15 hours per week

N=3575

TitleGaming habit: online

0%

10%

20%

30%

40%

<2 hrs 2-5 hrs 5-10 hrs 10-15 hrs 15+ hrs

Two thirds of respondents now play online games at least two hours per week.

40% play online games for at least five hours per week.

One in five play online games for at least 10 hours per week

N=3575

Title


• ABCe audit

Gaming habit change

0%

10%

20%

30%

40%

50%

60%

Yes No

Have you increased your hours of gameplay in the last 12 months?

N=3575

TitleDisplaced activities

0%

10%

20%

30%

40%

50%

60%

70%

80%

TV Radio Printmedia

Goingout

Non-gaming

PC

Non-gaminginternet

Other

N=2068

TitleIn-game Advertising incidence

0%

10%

20%

30%

40%

50%

60%

Yes No Don't Know

Have you seen any in-game advertising in the last 12 months?

Just over half the sample are certain about seeing in-game advertising.

N=3575

TitleWhat is in-game advertising?

• Would you consider interacting with a brand in a game – for example, drinking a can of Red Bull to increase the energy of your character – as advertising?

• Yes 63.7%

• No 26.8%

• Don’t Know 9.5%

• Would you perceive brand names that are shown in games as advertising?

• Yes 77.3%

• No 16.5%

• Don’t Know 6.2%

N=3575

Title


• ABCe audit

Overall view of in-game advertising

0%

10%

20%

30%

40%

Addsrealism

Don'tnotice it

Spoilsexperience

Other

73% of respondents do not have a negative opinion of in-game advertising.

13.6% of respondents have a negative opinion of in-game advertising.

N=3575

Title

• “I think in game advertising is a good thing as long as its used to where it would be in real life, So for a racing game this would be on the cars on bill boards etc, in GTA style game in may be on products bill boards etc. The only problem i would have is if it started to appear in silly unnecessary places like loading screens etc. So to make games look real that’s great I would prefer to see it but just to plaster games with adverts would be wrong.”

• “It depends on the game and the nature of the advertising. It is fine if it is non-intrusive and does not distract from the environment.”

• “Can add realism - can be inappropriate”• “Depends on how its implemented, billboards are okay, for

example, while blatant banners in multiplayer lobbies are not.”

Other comment summary

TitleTop 10 games where in-game advertising reported

Battlefield 2142 10.8%

Pro Evolution Soccer 6 6.1%

Tom Clancy's Rainbow Six Vegas 5.9%

Burnout 3 4.6%

Fight Night Round 3 4.5%

Forza Motorsport 2 4.5%

Crackdown 4.0%

Need For Speed Underground 3.9%

Fifa 07 3.4%

Counter Strike 2.6%

TitleTop 10 Brands Recalled

Burger King 6.1%

Axe / Lynx deodorant 5.5%

Dodge 3.8%

Nokia 3.5%

Other EA Games 2.7%

Intel (non-specific) 2.4%

Adidas 2.1%

Intel Core 2 Duo 2.0%

Reebok 1.7%

Airwaves 1.4%

TitleEffect on brand value judgement

Positively: 64%

Neg: 28%

Neither: 8%

YES 28.4%

NO

62.9%

Did the advertising affect your

perception of the brand?

N=1854

Title

51.9% report seeing in-game advertising x 28.4% report a change in brand attitude/perception

x 64.4% change is positive

= 9.5%

Positive brand value judgement:

N=3575

TitleLikelihood of purchase

0%

10%

20%

30%

40%

50%

60%

VeryLikely

QuiteLikely

Not verylikely

Not at all

How likely are you to buy a product that you have seen advertising in-game whilst playing?

Two thirds state not very likely/not at all

One third answered very or quite likely.

N=3575

TitleIn-game advertising as purchase subsidy

0%

10%

20%

30%

40%

50%

Definitely Maybe Not Sure Not really Definitelynot

Would you welcome an increase in advertising within games if it meant a reduction in the

purchase price?

86.2% answered definitely/maybe

TitleKey Findings

• Gaming increasing as % of leisure time, even among core gamers

• Gamers accept advertising if it is contextual and realistic

• Some uncertainty as to what is realism and what is paid placement

• Of those who have experienced in-game advertising, 28% said it effected a change in their perception of the advertiser brand

• Overall, brands adopting in-game advertising achieved a positive value change of 9.5% of all respondents and of 18.3% on those respondents who saw the advertising

• One third of respondents said they would be ‘quite’ or ‘very’ likely to purchase a product they had seen advertised in-game

iab/gamespot uk in-game advertising survey june-july 2007

Documents