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Advertising within highly engaging gaming experiences have significant positive impact on purchase consideration, ad recall and “coolness” perception of brands, according to a Nielsen Entertainment study conducted for Microsoft’s Massive Inc. 

The research shows that ad campaigns from blue-chip brands that ran in the Massive videogame network significantly improved key brand metrics between control and test groups, Microsoft said.

Key results of the study revealed that between control and test groups…

  • Average brand familiarity increased 64%.
  • Average brand rating increased 37%.
  • Average purchase consideration increased 41%.
  • Average ad recall increased 41%.
  • Average ad rating increased 69%.

The study was executed with clients across several major advertising categories, including automotive, consumer packaged goods (CPG), quick service restaurant (QSR) and technology tools.

Highlights of findings within those specific advertiser categories include the following:

  • Automotive: The automakers included in the study achieved a 69% increase in purchase consideration among likely car buyers from control to test groups.
  • CPG: The CPG client achieved a 71% increase among those who consider the snack food advertised a “cool brand” from control to test groups. Among the key demographic of males age 18-24, brand familiarity rose 63% from control to test groups.
  • QSR: A QSR ad featured in the Massive network saw its rating (those who “liked it a lot/liked it a little”) rise 39% from control to test groups.
  • Technology tools: The technology client achieved a 70% increase in brand rating from control to test groups.

About the study: More than 600 gamers across North America were recruited for the study and divided into a control group and a test group. Both the control group and the test group played the same game, “Need for Speed Carbon,” published by Electronic Arts Inc. The control group consisted of those who had played the game but were not exposed to ads delivered from Massive. The test group had played the game on a connected Xbox 360 system or PC during the time the ad campaigns were live and had the opportunity to be exposed to the ads delivered by Massive. Both groups were asked the same set of questions about the ads and brands included in the study, and the differences in their responses were evaluated and classified as a lift in the particular branding metric measured.

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