In-game advertising is failing to influence games players, according to a survey conducted by behavioural research agency Bunnyfoot.
Results showed a failure to capture the attention of the player in sports game which followed a real-world model of advertising, with the firm noting that, "current methods are not optimising consumer engagement and are failing to influence the consumer in any significant way."
Bunnyfoot sampled 120 players, aged 18 or over, who were assigned sports titles including Gran Turismo 3, NBA Live and Project Gotham Racing 3.
According to the firm, recall and recognition of in-game ads was low across the board. NBA Live and WWE Smackdown Vs RAW came out on top in the survey, while Project Gotham Racing 3 elicited no consumer engagement at all.
The company, which works with clients such as Microsoft, NHS, PowerGen and McAfee, used eye-tracking testing facilities and its own measurement tool to monitor behaviour and to match engagement and receptive levels with game events.
"These results reflect the industry's concern relating to brand value and return on investment," offered Alison Watson, head of visual engagement at Bunnyfoot.