Nielsen Plays New Game, Adds Videogame Ratings Service

In a move that could bring video games into the advertising mainstream, Nielsen today will release findings of a preliminary report on video game advertising and will unveil plans for a new service that will measure video game advertising exposure on an ongoing basis.

During a press conference scheduled to be held this morning in New York City, the companies will reveal benchmark research showing that advertising in video games already is having a significant impact among hardcore gamers. The survey claims 27 percent of active male gamers noticed ads in the last video game they played. More than a third (35%) of male gamers also agree that advertising in video games helps them decide which products to buy, suggesting that not only are ads salient to gamers, but they positively affect gamers' purchase decisions.

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