Gamers don't notice the ads when they're busy killing

Posted on March 12, 2016

Photo: flickr

That's the conclusion of a new study that is one of the first to look at whether product placements in video games are an effective form of advertising.

Results showed that gamers who played with nonviolent goals recalled 51 percent more brands shown inside the game than did those playing the exact same game with violent goals.

"Violence is an emotional cue that dominates memory, leaving little capacity for more peripheral cues like brand names." said co-author Robert Lull, a graduate of Ohio State who is now a postdoctoral fellow at the University of Pennsylvania.

"Advertisers should carefully consider whether to place their products in violent video games where they are less likely to be remembered," he said.


Source material from Ohio State University

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