Digital – Online Display Ad, Advergaming or In-Game Advertisement

These Nike advertisements are in-game advertisements and appeared in sports video games.

Above: Basketball In-Game Advertisement

The first advertisement (above) is done through flash digital medium. The ad comes through with the basketball player holding a pair of Nike basketball shoes. He is pondering the thought of wearing these to make him perform better. Through the in-game advertisements, Nike is using product placement to advertise. According to Bloomsberg Business week, a study by Double Fusion stated “ in-game ads aren’t anything new. But what is: researchers are using biometrics to measure how and why in-game ads are grabbing eyeballs, quite literally.” Advertisers are trying to figure out if gamers are paying attention at all? Some are concerned that gamers are too “busy shooting basketballs and enemies to notice real world brands” (Fusion).   

Madden NFL Nike In-Game Advertisement

Likewise, the advertisement (above) is done through flash digital and appeared in the Madden NFL 12 video game on August 30, 2011. Madden was published by EA Sports. Nike’s swoosh logo is seen at the top of the screen by the text “leave nothing.” Nike is promoting that people who wear Nike apparel and equipment will give their best effort till the end of the game. Nike’s message is to persevere and to hold nothing back so that one can reach the highest performance level possible.