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Eye-tracking Analysis as a Means to Visualise the Effects of In-Game Advertising

Guidance and scientific evaluation of brand awareness beyond the game

The study deals with the subject of In-Game Advertising in an experimental manner, by analysing two exemplary video games, a race driving simulation and a soccer game. 

Taking the collected data as a basis, the researchers offer some essential guidance to the advertising and games industries.

The core data were gathered by means of a tool that is well established in scientific research on advertising effects: the eye-tracking technique. 
In addition to the collected data on the demographic background and behaviour of the probands, the analysis offers extensive material for interpretation.

gamematrix is the research- and consulting department of 11 Prozent Communication.

further information:

• Executive Summary (engl.)
  
• detailed press release (engl.)
  
• Advertising Effect in Games:
  Volkswagen Benefits, Puma Frustrated in the artificial test environment

 

cost: Eur 800,00