It seems every second day we hear about yet-another-in-game advertising start-up getting millions of dollars in funding from big time VCs, in the hope of cracking the big “gamer” demographic. It’s not just the start-ups who are chasing this opportunity. Big players like Electronics Arts have similar ideas. Except they all just might be barking up the wrong tree.
Research by Bunnyfoot Quantities shows that in game advertising is not that effective. Jason McMaster puts it well when he writes, “The whole idea behind advertising in games is for people to want to buy your product. If they don’t, then, why do it?” Good question.