Subliminal In-Game Messaging
Did you know that most gaming incorporates advertising within the game? It is hard to say whether this is a good thing or a bad thing. Targeting children with subliminal advertising is probably a bad thing. Not all games are for children, though. Advertising can help offset the price of the game (making it more affordable for the poor. *note: some economists say gaming is the best entertainment value!)
If you have played Rock Band or Guitar Hero, it is easy to spot advertisers. It is actually pretty clever how they integrate them into a microcosm of the real world. For instance, Ernie Ball guitar strings (a real company that makes really good guitar strings) can sponsor your make-believe band just like they do for real bands. Someone interested in a music career can learn through this lifelike simulation.
Now, advertisers want to know how effective this marketing technique is on you. Are they getting a good bang for the buck?
An advertising orginization, The Interactive Advertising Bureau (IAB), is accepting public comment at www.iab.net/in-game. Let them know what you think.
In order to encourage market growth, the IAB Games Committee worked with key industry stakeholders to develop a single methodology for in-game advertising measurement. The IAB’s proposed new guidelines cover dynamic, in-game advertisements that appear in PC or console-based games and:
* Establish a common methodology for counting impressions, thus making it easier to buy and sell in-game advertising
* Provide key measurement definitions to help marketers better understand and quantify the value of advertising exposure within the gaming environment
Read the whole press release: “In-Game Advertising Measurement”