• Gamasutra, Friday, November 10, 2006 11:30 AM

The brands most remembered by active adult gamers are Coke, Pepsi, Nike, and Adidas, according to Phoenix Marketing International's inaugural study into in-game advertising and product placement in video games. Four out of five of the top games in which ads were recalled were sports games, namely 2006 FIFA World Cup, NHL 2K7, Madden NFL 07 and NBA 2K7. Racing games were the next most popular genre for ad recall.

In addition to the mentioned brands, other popular ones recalled were: Reebok for apparel and footwear, Mountain Dew and Gatorade for beverages, Ford and BMW for cars, Samsung for electronics, McDonald's, KFC and Burger King for fast food, and Axe for personal care.

A total of 1,502 online interviews--equally split between male and female gamers 18 or older--were conducted. Gamers were not asked about what advertising they saw while playing specific games, but if they recalled seeing any real products within the game. If so, they were asked what they remembered seeing.

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