Nielsen: In-game placement is effective

11/2/2005 |

A study of a Cingular Wireless product placement in the Electronic Arts game, "Need for Speed Underground 2," by VNU-owned Nielsen Interactive Entertainment found that 68% of surveyed gamers recalled the placement. The study showed that male gamers ages 13 to 34 who played "Need for Speed" were more likely to recommend the wireless brand than were those in the same age group who did not play the game.

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