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Study: Taco Bell, other ads don't detract from gaming experience
June 16, 2008
Next Generation: In-game advertising network IGA Worldwide has announced resutls of a study of more than 1,300 PC gaming participants on the effect of in-game advertising. Participating brand advertisers included Taco Bell, Jeep and Wrigley, while games were provided by Electronic Arts and Activision.
Conducted in participants' homes by linking the firm's proprietary measurement software with research trackers embedded within sample game discs, the study found that in most participants, in-game advertising did not make the gaming experience less enjoyable.
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