Sketchpad: Considering Emotional Context for In-Game Ads

Dave Edery's article in Gamasutra "Enhancing the Effectiveness of In-Game Advertising". Dave writes: "Consumer marketing research suggests a better way to harness the power of in-game advertising. For example, studies have shown that an advertisement is more effective when the person watching it is smiling, nodding, dancing, etc. Our brains are hard-wired to positively interpret anything we experience during these states of being. Given that, building the MTV brand into DDR would probably be much more effective than slapping the MTV logo onto a billboard in Burnout 3. Imagine an MTV VJ playing the music and acting as announcer between dance rounds; if done right, it would definitely enhance the gameplay experience and represent tremendous value for the advertiser."