Marketers Experiment With TV Ads in Console Videogames
“Hardcore gamers, if they are used to paying $60-plus for a videogame, they may not feel aligned with an ad-supported experience,” said John Frelinghuysen, managing director of consulting firm L.E.K. Consulting, which has researched the subject of ads in games. “But as you move down to midcore or casual-level gamers, playing free games or games on subscription services, we think the market is much more ready for that.”
Executives involved in the tests acknowledged the risk of alienating gamers, but added that they have shown a willingness to accept ads in exchange for rewards. It is important that marketers run ads that speak to the audience they are trying to reach.
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