100k households were quizzed that bought at least 1 of 6 EA Sports games, and noted their consumer habits before and after Gatorade adverts.
The sports games were NHL 09, NHL 10, NBA Live 07, NBA Live 08, NBA Live 09 and NBA Street Homecourt. Thanks to the Gatorade in-game advertising the product saw a 24 percent rise in sales if the sample of 100,000 holds true.
"While this study focused on a test in select sports titles, we offer marketers in game and around game advertising opportunities in titles across all our divisions, not just sports," said EA's Holly Rockwood. I guess that means we'll be seeing 'had an accident at work?' advertisements in Dead Space 2 for some worker's comp lawyers.
Has in-game advertising ever affected you, videogamer? Some games make more sense than others for in-game commercials and billboards. Criterion's Burnout Paradise City has them all over but it 'feels right' and makes the city more believably real.