Playing with brands
Know your PSP from your Xbox?
Your Need for Speed from your Halo?
What could you do with your brand in the world of James Bond, The Sims or Pro Evolution Soccer?
Playing with brands: Engaging consumers with in-game communication is the latest global Sensor study from MEC MediaLab, Mediaedge:cia's consumer insight and ROI division.
Playing with brands looks at consumers' attitudes towards in-game communication and was designed to help you understand how best to use computer and video games for commercial communication.
The good news is that gamers are giving clear permission for brands to appear in and around games - but only where appropriate.
What this means is relatively simple. People play games to immerse themselves in an alternate reality, so brands have permission to behave in a way that helps players to do this.
In short, if a brand appears in or around a game, it must enhance the alternate reality.
