According to the inaugural wave of
Phoenix Marketing International's market research study that tracks in-game
advertising / product placement in console and portable video games, Coke,
Pepsi, Nike, and Adidas were the top brands that active adult gamers recall
seeing while playing video games.
David Pluchino, Senior Research Manager at Phoenix Marketing International
stated that the study examined advertising recall in 70 of the top video
games available for current generation systems. He warned that the term
'advertising' should be taken loosely ... gamers were not asked about what
advertising they saw while playing specific games, but rather if they
recalled seeing any real products within the game. If so, they were asked
what they remember seeing.
More than half (54%) of gamers who have played a sports game such as Madden
NFL 07 are the most likely to have recalled some form of advertising while
playing the video game. Four-out-five of the top video games where some
form of advertising was recalled were sport games ... 2006 FIFA World Cup,
NHL 2K7, Madden NFL 07, NBA 2K7. Racing games are the next most popular
types of games for in-game advertising recall.
Some of the more popular types of products and brands recalled (in no
specific order) were ...
- Apparel & Footwear -- Nike, Adidas, Reebok
- Beverages -- Coke, Pepsi, Mountain Dew, Gatorade
- Cars -- Ford, BMW
- Electronics -- Samsung
- Fast Food -- McDonald's, KFC, Burger King
- Personal Care -- Axe
The first wave of Video GAMERS (Game Advertising & Measurement
Evaluation Research Syndication) was comprised of a total of 1,502 online
interviews completed between October 5 and October 11, 2006. The interviews
were equally split between male and female gamers 18 years of age or older.
The study was conducted among "active" gamers. To be considered active, a
gamer must have played a video game on any of the following systems in the
past 30-days ... Microsoft Xbox 360 and Xbox, Sony Playstation 2 and PSP and
the Nintendo GameCube, DS and Game Boy. In addition, the respondent must
have either purchased, rented, or received that game in the past 30-days.
The 1,502 interviews have a statistical accuracy of +/- 2.5 points at the
95% confidence level.
Phoenix Marketing International is one of the fastest growing top-50
marketing research firms in the U.S. and partners with many of the largest
companies in the financial services, consumer package goods, automotive and
travel, leisure & entertainment industries worldwide. In addition to
industry expertise Phoenix has dedicated analytical groups leading the
industry in advertising and brand analytics, multi-cultural expertise and
direct marketing list optimization.