As gamers show positive responses to in-game advertising, the model is starting to shift from one of just creating brand awareness to a direct-response forum. "Marketers want consumers to buy their products. That's why they're in the advertising model to begin with," said Manny Anekal, Electronic Arts' global director of ad operations. "If the in-game message is clear and nonintrusive ... you will see more consumer change or actual purchase [as a result of interactive ads]."
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