When it comes to product recognition by adults in video games, Coke, Pepsi, Nike and Adidas are at the top of the list, according to a recent study.
The study, by Phoenix Marketing International, tracked in-game advertising in 70 top titles on current generation gaming systems. More than half (54%) of gamers who have played a sports or racing game are the most likely to recall some form of advertising while playing the game, the study said.
Nike, Adidas and Reebok were among the most recognized brands in the apparel and footwear category, the study found. In beverages, Coke, Pepsi, Mountain Dew and Gatorade were tops for recognition, it said. McDonald’s, Burger King and KFC were most recalled brands in the fast food arena, as were Ford and BMW in the automotive sector, the study found. Axe took the top spot in brand recall for personal care, it said.
Video games that had the most recall include 2006 FIFA World Cup, NHL 2K7, Madden NFL 07 and NBA 2K7, followed by racing games, the study said.
The study surveyed 1,502 active gamers 18 and older via online interviews between Oct. 5-11. It defined active gamers as people who play a video game on any console-based platform who bought, purchased or rented a game within the last 30 days.
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