The latest trend in advertising, placing products in video games, appears to have little effect, according to an Australian study.
An Australian study has found product placement in video games has little effect. Photo: Video game. Credit: brighterworlds/flickr
Queensland University of Technology (QUT) PhD student, Kerri-Ann Kuhn said that, "more people are playing these games instead of watching TV, so a lot of advertisers see it as a way to reach people."
However her findings show that while there was product recall, attitudes were not changed towards the product nor the image of the brand.
"My research showed that while product placement in video games may be noticed and brands recalled, it does not influence attitudes towards a product, or the image of the organisation," she said in a university release.
"The problem is that there is too much already happening in the game, so the user is concentrated on game play. As a result, there are not enough cognitive resources left to take in any advertising messages."
She said her original idea for the research was when she was playing a video game and noticed the billboard displays in the background. Wondering how effective this form of advertising was, she said she was surprised to discover there had been little research done on the subject.
Kuhn said the next step for advertisers was to find a niche for advertising in video games which would be effective, saying she would continue her research.
"I intend to look further into the area, and see how game product placement can be used as part of an advertising package - it doesn't work on its own, so the next step is finding its role," she said.
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