Nielsen survey says EA game's built-in advertising promotes product sales

Playing video games (compiling/phoenix fish) plays a role in product sales-at least from the Nielsen Company's recent research, placing product ads in EA Sports Games has boosted Gatorade sales.　　Commissioned by Electronic Arts, on behalf of the sports beverage manufacturer, research has shown that advertising in the game has increased the consumption of households for the beverage by 24% and has earned a return on investment of $1 to 3.11 dollars. The research object of this survey is to purchase the built-in Gatorade advertising EA QSL game home users, EA total six QSL games (NHL09, NHL10, NBA Live07, NBA Live 8, NBA Live09 and NBA Street　　Homecourt) launched a Gatorade products ads, distributed in the game in the Arena logo, water cups, score cards and other positions. Nielsen's own home user database in the United States has 100,000 records, of which the number of households registered to purchase game software information is 14000.　　Nielsen compared the families of those who purchased any of the six games, and concluded that they had purchased a change in the behavior of the Gatorade product before and after the ad was launched, as well as changes in the purchase behavior of those who did not buy the game. Elizabeth Harz, senior vice president of EA Global media sales, said the study was a pioneer and milestone in interactive entertainment, hinting: "This is the first time advertisers have been able to link game marketing to actual sales, and now we have the confidence to play as a core media advertising channel." Gerardo Guzman, director of the Nielsen Media product leadership, said: "In this case the story is simple--the media game of the product advertising costs in exchange for more retail spending." "However, the reality based sports games, such as EA Sports products, is more suitable for embedding game ads."　　There is a certain difficulty in trying to insert ads into fantasy games or like the sci-fi world. Most of the current popular games have built-in ads, such as battlefield, need for speed, Guitar Hero, the United States Major League Baseball and so on. (Edit/Ming)