Case study: in-game advertising


Bidstack, leader of in game advertising, wanted to prove Duracell the effectiveness of advertising on a Football Manager gaming session, and assess to which degree consumers recalled the brand.


Respondents watched a video of a gameplay on Football Manger, with the Duracell ad shown along the pitch. Respondents administer a post-exposure recall questionnaire before being shown the creative in isolation and being asked about their opinions


The ad was looked at by nearly everyone (95%), on average for 1.8s, 38% longer than the standard display time. Overall, the ad generated more attention than ads on Facebook and print. A stellar ability to grab attention translated into high recall scores at both spontaneous and prompted level.

Key learning

Display ads in gaming perform better than digital display, especially with a simple creative with a short and punchy message.