Behavioral research agency Bunnyfoot has released survey results indicating that in-game advertising isn't quite clicking with players, especially in sports games. The company surveyed 120 players over the age of 13, who played sports titles to test ad retention. While all the results were low, they found that games with stationary arenas such as WWE Smackdown Vs. Raw and NBA Live fared better than fast moving games like Project Gotham. Makes sense.

See ad agencies? They aren't working, so quit it! Of course sports games are a natural place for ads, so they wouldn't really stand out. Toss a couple Axe Body Spray ads into Final Fantasy and you'll definitely be noticed. You'll only have a few hours to enjoy it before rabid, moogle-hatted fans burn your corporate headquarters to the ground, but fame is often a fleeting thing.

The most important fact to realize here, of course, is that Bunnyfoot is the most kick-ass name for a behavioral research center ever. Michael "Bunnyspatial" Fahey

In-game ads fail to influence consumers, says specialist [GamesIndustry.biz]

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