A research study of the in-game advertising sector, conducted by CNET Networks UK for the IAB, has highlighted the effectiveness of in-game advertising, a rapidly-growing form of digital marketing.
The research proves that gamers are receptive to brand messages and that adverts do not spoil or interrupt enjoyment of playing games provided they are placed sensitively within the game environment. Gamers see and accept advertising as realistic – a replication of the real world – which is a massive opportunity for both publishers and advertisers. Details here.
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- Andrew McStay
- I am director of the Media and Persuasive Communication (MPC) network at Bangor University where I also lecture on political-economy of the media. I am currently working on a book provisionally titled Deconstructing Privacy for Peter Lang and leading two empirical projects in connection with privacy perception and the use of new media for smoking cessation. I am author of Creativity and Advertising: Affect, Events and Process (Routledge, 2013); The Mood of Information: A Critique of Behavioural Advertising (Continuum, 2011); and Digital Advertising (Palgrave-MacMillan, 2009). Please contact me at mcstay@bangor.ac.uk if you are interested in Ph.D supervision or consultancy services.
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