UK gamers give ads the all-clear

more than double over the next three years with brands using titles such
as Counter Strike, Splinter Cell and Pro Evolution Soccer to reach
consumers worldwide.

According to the research, carried out by Nielsen Games, 64 per cent of
consumers claim that in-game ads do not affect their enjoyment of video
games. However, nearly one in five game players claim ads make their
experience of a game less enjoyable, with more than one in three finding
ads intrusive.

Purchase intent increased by an average of two per cent across all
brands participating in the study, while three in five consumers felt
more positive about the brands advertised after watching the ads. The
response to individual brand advertising varied massively, with
likelihood of purchasing falling for one out of three brands.

"This study offers proof that dynamic in-game advertising is an
influential digital ad medium," said Dave Anderson, senior director of
business development at Activision, one of the game publishers that took
part.

More people are now splashing out on video games, rather than going to
the cinema, buying DVDs or downloading music.

Grand Theft Auto IV recently smashed all records to become the world's
biggest video-game launch. It is one of few new games not to offer
in-game advertising opportunities, but its success has highlighted the
industry's potential.