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Massive case study shows in-game ad power

By David Jenkins

Tue 25 May 2010 9:13am GMT / 5:13am EDT / 2:13am PDT

New case study for Microsoft Bing attempts to prove return on investment for in-game ads

Microsoft-owned in-game advertising network Massive Inc has released details of a case study showing the effects of in-game advertising on gamers.

The study used a campaign for Microsoft's Bing search engine as its example and found that 60 per cent of gamers claimed to have a more positive idea of Bing simply as a result of seeing the adverts.

After seeing Bing ads in a game the percentage of gamers visiting and searching on rose by 108 per cent. Of this total two-thirds were new users.

The ads ran in several Xbox 360 titles from November to December 2009, including Activision's DJ Hero and Take-Two's NBA 2K10.

"The gaming community embraced the in-game ads and interacted with the brand," said Kirsten Ward, director of digital advertising for Bing and MSN. "The campaign exceeded our expectations across the board. The fact that we’re able to measure that kind of ad effectiveness is truly compelling for brand marketers."

The study also utilised market research firm comScore's AdEffx Action Lift for Gaming digital advertising measurement methodology. As a result Massive claims that the return on investment (ROI) for in-game advertising can now be proven to be as strong as for other forms of digital marketing.

"We believe the AdEffx Action Lift for Gaming research methodology is a 'game-changer' for in-game advertising,” said Mike Hurt, senior vice president of comScore.

"Companies will now be able to measure campaign ROI in a standard, comparable way to other digital media and further realise how effective and influential in-game advertising is at reaching targeted gaming audiences."

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Simon Arnet

54 3 0.1
I'm a firm believer in that Ads should be left out of games entirely. If I'm going to play though, say Mass Effect 2. I sure as heck don't want to see an Ad ruining the immersion after I just killed a big nasty boss. If your gona place ads in games do it the right way. When the game loads up and after the company logos but before the game if you really think it necessary.

Posted:6 years ago


Terence Gage Freelance writer

1,289 126 0.1
I think ads can be okay, if they're not intrusive. The one that always springs to mind is the Diesel logos on the flying billboard ships in the original (and brilliant) G-Police. It was there and I noticed it, and I felt it was within context of the game and was not shoved in my face. Some though, like the Airwaves advertising in Splinter Cell: Chaos Theory, are too much; constantly thrown at you all through the game.

It's just a case of balancing; if I see ads tastefully done and not too prevalent, I'm more inclined to feel positive about it and check the product out.

Posted:6 years ago


Fran Mulhern , Recruit3D

863 708 0.8
I don't have a problem with ads in games. At the end of the day, you get them in real life, so I do what I do in real life.

I ignore them.

Posted:6 years ago

I think ads offer great possibilities for dynamic content and immersion. We live in a world with ads. So going back to mass effect to make it real they actually recreated that inside the game, going through the citadel there's visual and audio advertisement. Some of them are from the alien races but if there was adds from company that exist today say a software add or a soda add it would fit the game. It's not hard to imagine that some of these brands could survive and advertise them selves at the trade hub of the galaxy, it would make the game see more real.

As far as interruption for ads no I'd be against that. But for virtual ads in a virtual world to have a tie with the real world... go for it.

Posted:6 years ago


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