A study commissioned by JOGO Media for the BMW M3 Challenge online racing game has proven just how well new, digital forms of advertising are accepted by consumers. With approximately 75% positive ratings and an improved brand image perception, the game is an outstanding example of what in-game advertising can offer in terms of image building.
Düsseldorf/ New York NY, March 6, 2008: In-game advertising is a strong alternative to traditional forms of advertising. This has been demonstrated by JOGO Media, the in-game advertising agency for the BMW M3 Challenge online racing game, through a study they initiated and conducted in February 2008. The auto racing simulation demands a high level of attention and emotional involvement of the player– ideal conditions for effectively reaching a target audience with advertising messages.
Market research firm, BuzzCapture, evaluated over 5000 entries on relevant online forums. Within the sample, 68% of the comments were positive, in particular concerning the graphics, game options and overall high quality of the“Challenge”. Moreover, a good 75% of participants made positive statements about BMW as the main sponsor. This included praise for BMW for being the first advertiser to bring a creative, free game of this kind to the market. BMW is pleased with the overwhelmingly positive response to the game and stated that it has exceeded their expectations. The game is now considered a success model within the industry of innovative advertising formats. Bilstein, a chassis manufacturer whose product is one of the options within the game’s setup, is very satisfied.“We especially liked the way Bilstein’s chassis was actively integrated into the game,” says Christof Prinz, Head of Marketing Services of Thyssen Krupp Bilstein Tuning.“This allowed our key message‘Better handling with Bilstein’ to reach players’ minds without it being directly perceived as advertising.” The complete BuzzCapture report can be downloaded here: http://www.JOGOmedia.com/news/m3challenge.
BMW M3 Challenge– a runaway hit
The online game was made available for download on its own dedicated homepage http://www.m3-challenge.com in the fall of 2007, to coincide with the introduction of the new BMW M3 Coupé at the Frankfurt International Motor Show. It was downloaded at least 1.3 million times qualifying it as a“gold” title and a runaway hit. The launch of the M3 Challenge was also supported by a media campaign in targeted print publications, which issued an additional 5 million game CDs. The game was developed by publisher 10Tacle Studios and produced by racing simulator specialist, Blimey! Games. JOGO Media, one of the leading worldwide experts in in-game advertising, was responsible for creating and marketing the advertising packages as well as securing various distribution arrangements.
The BMW M3 Challenge paid for itself through ad revenues, a win-win situation for all concerned. Players receive free virtual racing entertainment, while advertisers benefit from an interactive and emotionally charged sponsoring platform.. The integration and visibility of the other advertising partners– Intel, Sport1, Castrol and Bilstein– were already taken into careful consideration during the development phase of the game.“The static integration of advertising partners opens up a lot of individually tailored and user-oriented possibilities,” says Hendrik Volp, Business Development Manager at JOGO Media.“In-game advertising is the perfect opportunity to confront advertising target groups with brands and products in an intensive way. This is what makes it far superior to traditional forms of advertising.”
The BMW M3 Challenge also attracted users who don’t normally play racing games, and in doing so broadened its user base. As one fan wrote,“This is the best advertising of the year!”
About JOGO Media
Founded in 2006 by online advertising and technology specialists, JOGO Media is establishing itself as the premier provider of technology and marketing solutions to game publishers and brands seeking to capitalize on the rapidly growing market for in-game advertising. JOGO Media looks to further the seismic shift occurring in the market for displaying advertising away from traditional mediums to a more engaging platform, by establishing the premier technology-powered next-generation media agency for advertisers and publishers. JOGO Media provides a critical service by acting as the agency between game publishers and advertisers seeking to maximize the benefits offered by in-game advertising. Additional information is available online at www.JOGOmedia.com.