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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
• Basic info here positioning and audience
• 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
• Basic info here positioning and audience
• 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
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