Gamers Too Busy Actually Gaming To Notice In-Game Advertising

Last month a company came out with a method of studying effectiveness by tracking gamer eye-movement and physiological data during gameplay. The results of their first study are in, and it looks like sports gamers in particular couldn’t care less about in-game ads — likely because they’re too busy trying to drive, grab a rebound, or pummel their opponent senseless.

This seems like common sense I guess, but I still believe the ads shouldn’t be there in the first place. They may work in a few games, but not all. I’d hate to see the new ways they come up with, since these don’t seem effective so far.