Gamers Exposed to CPG Client In-Game Advertising Showed an Increase Across Key Brand Metrics and Key Brand Attributes.

 

KEY METRIC	GAMERS NOT EXPOSED TO ADS	GAMERS EXPOSED TO ADS	% INCREASE
Brand Familiarity	29%	45%	+55%
Brand Rating	48%	63%	+31%
Purchase Consideration	45%	60%	+33%
Ad Recall	49%	61%	+24%
Positive Ad Rating	31%	48%	+55%

 

BRAND ATTRIBUTE IMPACT

• 71% Increase among gamers saying “CPG Brand Is A Cool Brand”
• 42% Increase among gamers saying “CPG Brand is Fun to Eat”
• 37% Increase among gamers saying “CPG Brand Will Satisfy My Hunger”

Note: Increase represents percentage change from control groups (gamers not exposed to ads) to test groups (gamers exposed to ads).

Source: Nielsen Entertainment executed study for Massive in January 2007.

Data from surveys with 600+ gamers in North America who played Need For Speed Carbon on Xbox 360 & PC platforms. Game published by Electronic Arts.

Client data from Canadian sample of total respondents.