4. Molteplici forme di video game advertising Oltre 100 milioni di utenti utilizzano ogni mese almeno una delle piattaforme Microsoft di gaming 80 milioni 16 milioni 13 milioni 35+ milioni di console In Progress Pagina

7. Utilizzo orario delle console simile a quello della TV Source: Nielsen Media Research – National People Meter Sample Picchi di utilizzo delle console di videogiochi nel prime time (20.00 – 23.00) e tardo pomeriggio (18.00 – 20.00) Pagina

8. Cosa dicono i videogiocatori di loro stessi Pagina Source: TGI Europe Feb 2007 Base = 100 = all adults Gamers as product & brand evangelists With positive ad recall & perceptions Gamers acting as a positive WoM channel for the “TV/Video/Audio” product category

10. Windows Live Messenger e Video Game Adv Pagina

13. Massive showcase Pagina

16. Case Study: Entertainment Results Alcune dichiarazioni tratte dalla ricerca “V for Vendetta” Source: Study executed by Continental Research. Pagina “ I like to see the adverts, especially when there are cinema trailers” “ I don't find the ads in the game imposing or bad even though I was very against it in the beginning.” “ All the adverts I've seen have been either for in-game products (and I LOVE THIS!) or for sci-fi movies that might even be shown in this virtual world. The addition of actual advertising really makes the world come alive” “ The advertising is quite decent. It's not too much. I have spent some minutes in front of those posters and looked at those trailers.” “ The advertised products do not disturb in the game and aren't in the wrong place. “ I have often passed a bill board with a movie clip playing .... and sat down to watch it. I think the ads have mad the game more realistic and have added to the sci-fi theme of the game”