In-game ads don't work - survey

In-game advertising is failing to influence games players, according to a survey conducted by behavioural research agency Bunnyfoot.

Results showed a failure to capture the attention of the player in sports game which followed a real-world model of advertising, with the firm noting that, "current methods are not optimising consumer engagement and are failing to influence the consumer in any significant way".

Head over to GamesIndustry.biz for the full report.