In-game advertising (IGA) refers to the use of computers, the Internet, and video games as a medium for the delivery of advertising materials. IGA is one of the fastest growing forms of advertising in terms of yearly spending and anticipated growth.
PriceWaterhouseCoopers estimates total spending on in-game advertising to reach
$1 billion by 2010. The increasing popularity of in-game advertising can largely be
attributed to both the increasing popularity of video games in general and the desire to reclaim the 18-35 year old male demographic, which is rapidly turning away from television towards video games.
In this paper, we present an analysis of physiological engagement with advertising-rich video games. Physiological engagement was measured with OTOinsight’s Quantemo™ neuromarketing measurement platform. Analyzing the results from three separate physical traces in combination with eye tracking and interview data, we present a series of five insights for the design and dissemination of future in-game advertising.