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Many major brands and ad agencies have a desire to reach video game players within their games, but want good measurement in order to justify the expense. With that in mind, IGA has partnered with Nielsen Entertainment to conduct a study of the effectiveness of advertising in video games.
IGA has signed on with Electronic Arts and Activision, as well as with agencies Organic and PHD. The EA and Activision games to be included in the study have not yet been announced.
By 2010, the global videogame industry – comprising console, PC, online and mobile – is projected to be nearly $50 billion, according to IGA. “As people have shifted away from must-see TV to must-play videogames, many of the leading consumer brands that we work with are interested in video-game-based advertising; but the industry needs to better track effectiveness to help justify the marketing investment,” said Rick Corteville, executive director of media at Organic.
For now, the study will focus on high-end PC games as opposed to games played on PlayStation or Xbox, writes Mediaweek.
Nielsen will use IGA’s online research panels to gather its research.
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