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07:17 16th August 2010
The use of video games in the IT industry could serve as an effective way of advertising to a tricky audience, according to Phil Elliott, publisher of GamesIndustry.biz.
He said that the only way to make in-game advertising effective is to incorporate it in the context of the game.
"Trying to advertise a soft drink within a game like World of Warcraft would probably be a bad idea for all concerned, but Renault recently succeeded in raising the awareness of its forthcoming electric vehicle by adding it as a free download within The Sims 3," Mr Elliott said.
He went on to say that as long as advertising doesn't take away from the gaming experience, it won't make a huge difference for gamers.
His remarks emerged after TIGA announced key findings from their its report 'State of the UK Video Games Development Sector'. The report revealed that a third of game developers incorporate advertising into their games.
Posted by Rachel Hughes
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