Playing racing games brainwashes you

Playing racing games brainwashes you

Project Gotham Racing 4 Tone 67 00

In 2007 videos games generated about the same revenue as movies for the first time ever – both around US$9.5 billion – and if you’re a video game fan you’ll probably have played a racing game at some time. What you might not have realised is that car manufacturers work really hard to ensure their models appear in games such as Gran Turismo and Project Gotham Racing. It’s big business, with big advertising dollars and now the return on that effort has been quantified by researchers at Carleton University in the USA.

Two groups of people played Project Gotham Racing (one person at a time) on the Xbox360. For each person playing there was another person in a different room watching them. What the researchers found was that driving the virtual car improved the brand perception of the car in the real world, even for those who had never spent time playing racing games and just crashed a lot. Those who played the game said they were 50% more likely to buy that brand of car in the game that they used.

That might explain why, according to Massive Incorporated, a subsidiary of Microsoft that specialises in placing ads into video games, the market for in-game advertising is expected to grow to US$1.8-billion in the next couple of years.

Project Gotham Racing 4 Tone 67 00

In 2007 videos games generated about the same revenue as movies for the first time ever – both around US$9.5 billion – and if you’re a video game fan you’ll probably have played a racing game at some time. What you might not have realised is that car manufacturers work really hard to ensure their models appear in games such as Gran Turismo and Project Gotham Racing. It’s big business, with big advertising dollars and now the return on that effort has been quantified by researchers at Carleton University in the USA.

Two groups of people played Project Gotham Racing (one person at a time) on the Xbox360. For each person playing there was another person in a different room watching them. What the researchers found was that driving the virtual car improved the brand perception of the car in the real world, even for those who had never spent time playing racing games and just crashed a lot. Those who played the game said they were 50% more likely to buy that brand of car in the game that they used.

That might explain why, according to Massive Incorporated, a subsidiary of Microsoft that specialises in placing ads into video games, the market for in-game advertising is expected to grow to US$1.8-billion in the next couple of years.

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