Video Gamers Like Ads In Games. Nutty.

David Kiley

You know how people are decrying exceesive brand placement in TV shows, songs, books and movies. Turns out videogamers like the ads. Bring-em on, they say.

A new study released on Monday found that in-game campaigns resulted in a 60 percent increase in awareness of new brands. The study, commissioned by in-game ad creators Double Fusion and carried out by Nielsen Interactive Entertainment, tested various forms of ads in the PC game "Metro3D."

Fifty-percent of study participants said they found that in-game ads make the experience more realistic, while just 21 percent disagreed. Similarly, 54 percent said in-game advertising "catches your attention." Just 17 percent disagreed, the company said.

And while the study reported some differences in the effectiveness of animated and static ads, Double Fusion's co-founder, Guy Bendov, said the results weren't what he had expected.

I'll say. According to Double Fusion, 50 percent of study participants said they found that in-game ads make the experience more realistic, while just 21 percent disagreed. Similarly, 54 percent said in-game advertising "catches your attention." Just 17 percent disagreed, the company said.

Remember when Archie Bunker held a can of "No-Name" beer in his hand? Then again, most videogamers probably have no idea who Archie Bunker is.

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