IAB/GameSpot UK In-game Advertising Survey June-July 2007

CNET Networks UK UK’s largest online-only publisher 9.6 million UK users (31% reach)* *(Comscore mediaMetrix March-07)

Title UK’s largest video game content site ABCe Audit March million unique UK users 60.1 million page impressions 2.7 million video streams

Title Promoted via standard advertising around the GameSpot UK site and a post in the forums Incentive: entry into prize draw for a PS3 Three week data collection ending July 11 th ,575 completed surveys In-game Advertising Survey

Title Basic info here positioning and audience ABCe audit Respondent demographics 98% male 76% age % age N=3575

Title Gaming hardware owned Respondents are multi- platform gamers N=3575

Title Gaming habit – all video games 52% spend 10 or more hours gaming each week More than one in four gaming for over 15 hours per week N=3575

Title Gaming habit: online Two thirds of respondents now play online games at least two hours per week. 40% play online games for at least five hours per week. One in five play online games for at least 10 hours per week N=3575

Title Basic info here positioning and audience ABCe audit Gaming habit change N=3575

Title Displaced activities N=2068

Title In-game Advertising incidence Just over half the sample are certain about seeing in-game advertising. N=3575

Title What is in-game advertising? Would you consider interacting with a brand in a game – for example, drinking a can of Red Bull to increase the energy of your character – as advertising? Yes 63.7% No 26.8% Don’t Know 9.5% Would you perceive brand names that are shown in games as advertising? Yes 77.3% No 16.5% Don’t Know 6.2% N=3575

Title Basic info here positioning and audience ABCe audit Overall view of in-game advertising 73% of respondents do not have a negative opinion of in-game advertising. 13.6% of respondents have a negative opinion of in-game advertising. N=3575

Title “I think in game advertising is a good thing as long as its used to where it would be in real life, So for a racing game this would be on the cars on bill boards etc, in GTA style game in may be on products bill boards etc. The only problem i would have is if it started to appear in silly unnecessary places like loading screens etc. So to make games look real that’s great I would prefer to see it but just to plaster games with adverts would be wrong.” “It depends on the game and the nature of the advertising. It is fine if it is non-intrusive and does not distract from the environment.” “Can add realism - can be inappropriate” “Depends on how its implemented, billboards are okay, for example, while blatant banners in multiplayer lobbies are not.” Other comment summary

Title Top 10 games where in-game advertising reported Battlefield % Pro Evolution Soccer 66.1% Tom Clancy's Rainbow Six Vegas5.9% Burnout 34.6% Fight Night Round 34.5% Forza Motorsport 24.5% Crackdown4.0% Need For Speed Underground3.9% Fifa 073.4% Counter Strike2.6%

Title Top 10 Brands Recalled Burger King6.1% Axe / Lynx deodorant5.5% Dodge3.8% Nokia3.5% Other EA Games2.7% Intel (non-specific)2.4% Adidas2.1% Intel Core 2 Duo2.0% Reebok1.7% Airwaves1.4%

Title Effect on brand value judgement Positively: 64% Neg: 28% Neither: 8% YES 28.4% NO 62.9% Did the advertising affect your perception of the brand? N=1854

Title 51.9% report seeing in-game advertising x 28.4% report a change in brand attitude/perception x 64.4% change is positive = 9.5% Positive brand value judgement: N=3575

Title Likelihood of purchase Two thirds state not very likely/not at all One third answered very or quite likely. N=3575

Title In-game advertising as purchase subsidy 86.2% answered definitely/maybe

Title Key Findings Gaming increasing as % of leisure time, even among core gamers Gamers accept advertising if it is contextual and realistic Some uncertainty as to what is realism and what is paid placement Of those who have experienced in-game advertising, 28% said it effected a change in their perception of the advertiser brand Overall, brands adopting in-game advertising achieved a positive value change of 9.5% of all respondents and of 18.3% on those respondents who saw the advertising One third of respondents said they would be ‘quite’ or ‘very’ likely to purchase a product they had seen advertised in-game

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