• by October 20, 2004

The business of advertising in videogames - console, PC, and especially online games - is heating up. Niche ad networks Massive and InGamePartners are racing to serve this fledgling market. So is it any wonder that rich media providers are bringing specialized ad formats into the picture?

Today, EyeWonder introduced an in-game video ad format that it says offers streaming video ads within games. These ads will be incorporated in games offered on CartoonNetwork.com, Pogo.com, EA Games, and AOL Games.

EyeWonder says its ads bring TV spots directly into online games and that advertisers will now be able to target specific messages to various audience segments. The company says advertisers will be able to reach audiences at the "pre-game" stage or "between-levels" of online video games when they are most receptive.

I wonder, though, whether any research has actually been done on gamers' behavior and reaction to in-game advertising. Are they receptive? Has anyone done this kind of research?

Isn't gaming so intense that all you're really thinking about is beating the imaginary opponent and upping your skill level? Breaks for snacks and drinks may be part of the subliminal behavior of gaming.

But will gamers react to commercial messages any differently than they do as TV watchers, which is to suggest that if they skip TV ads, won't they find a way to filter out or skip messages in games? Or do the messages become subtle interstitials or merely incorporated into game play?

My sense is that as long as ads are relevant, in context, and don't disrupt the game, players will be okay with them.

EyeWonder says Atari, CBS Television, Gamefly, Kellogg, Nintendo, and Post Cereals are already using the in-game ad format. The company says its format plays instantly while games load, or while players are advancing to the next level. I'd like to observe gamers' experience of such ads.