Coke, Pepsi, Nike & Adidas are Tops in Video Game Market.

According to the inaugural wave of Phoenix Marketing International’s market research study that tracks in-game advertising / product placement in console and portable video games, Coke, Pepsi, Nike, and Adidas were the top brands that active adult gamers recall seeing while playing video games.

David Pluchino, Senior Research Manager at Phoenix Marketing International stated that the study examined advertising recall in 70 of the top video games available for current generation systems. He warned that the term ‘advertising’ should be taken loosely … gamers were not asked about what advertising they saw while playing specific games, but rather if they recalled seeing any real products within the game. If so, they were asked what they remember seeing.

More than half (54%) of gamers who have played a sports game such as Madden NFL 07 are the most likely to have recalled some form of advertising while playing the video game. Four-out-five of the top video games where some form of advertising was recalled were sport games … 2006 FIFA World Cup, NHL 2K7, Madden NFL 07, NBA 2K7. Racing games are the next most
popular types of games for in-game advertising recall.

Some of the more popular types of products and brands recalled (in no specific order) were …
* Apparel & Footwear — Nike, Adidas, Reebok
* Beverages — Coke, Pepsi, Mountain Dew, Gatorade
* Cars — Ford, BMW
* Electronics — Samsung
* Fast Food — McDonald’s, KFC, Burger King
* Personal Care — Axe