Engaging consumers with in-game communication
Damian Thompson
With the arrival of the latest generation of games consoles, and the growth in broadband access in many countries, computer games appear to have come of age as a medium for commercial communication. But how to get a brand involved with gaming is proving challenging for many brand owners.
To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study called Playing with brandsthat examined mainstream gamers' attitudes towards gaming and in-game communication, and how brands can add to (or detract from) the gaming experience....