- The latest research from Frank N. Magid Associates
takes a look at how receptive gamers are to in-game ads. It seems that price drops or free games makes advertising very worthwhile for most.
Advertising in console games (as well as PC and other games) has become increasingly common in the industry today. Even presidential candidates are advertising in games these days.
We wondered, though, how consumers would feel if this trend grew and significantly more advertising was placed in console games but the price of the game was also cut in half or, was even free.
As it turns out, most gamers were quite receptive to this idea. Very few were negative about having major price reductions or even free games in return for considerable amounts of advertising in the games.
In fact, less than 20 percent of gamers said they were less likely to purchase a game, at half the price, but with more advertising. The plurality, 31 percent, said it would make no difference. About 15 percent of the gamers said they were much more likely to purchase a game at half price with more advertising and 28 percent said they were somewhat more likely.
When we indicated that the game would be free, but the advertising would be increased significantly in the game, naturally, even more players...