An independent study group, Bunnyfoot conducted a study of player engagement with video game sports title, and the results weren’t very promising. Primarily, the study worked in regards to marketing purposes for video game advertising and consumer engagement. Sadly, gamers enjoyed the games but weren’t very engaged.

The European consultancy research specialist, Bunnyfoot, brought in 120 video game players of varying gaming experience and skill for their independent study of gamer engagement with sports games. While the study itself is a mouthful to cite it did render some interesting results. Using such titles as Gran Turismo 3, NBA Live, PGR3, and Smackdown vs. Raw, Bunnyfoot initiated the use of their metric Sponsor Fixation Index (SFI) to measure the engagement of each player with each sports title. The study monitored player behavior and matched engagement and receptiveness levels with game events and game play dynamics.

According to the press release, “Overall, SFI scores were comparatively low, especially when contrasted with the prevalence of brand placements. Highest SFI scores were found with NBA Live and Smackdown Vs Raw; however, recall and recognition figures were surprisingly low; a pattern evident across all titles. Moreover, PGR3 elicited no consumer engagement at all, resulting in 0% on all scores.”

The results apparently reflect a low level of player engagement, recognition and attention when it comes to video games capturing consumer attention. These results posit a poor influence of marketing in gaming and Bunnyfoot believes this spells sour results for video game marketing. “These results reflect the industry’s concern relating to brand value and return on investment. Understanding consumer interaction at a deeper level of analysis allows us to measure the value of advertising investment” said Alison Walton, Head of Visual Engagement.

And according to the press release, “Bunnyfoot is now able to offer brands, advertising agencies and publishers a tool, which for the first time, will provide them with an in-depth analysis to determine their return on investment. Rather than relying on CPM rates, reach and frequency data, Bunnyfoot has the ability to deliver individual, accurate measurements on emotive brand engagement.”

If I may add, it seems Bunnyfoot is actually trying to capitalize on a poor group of lacklusting gamers. 120 “experienced” gamers don’t seem like a good enough control group to measure marketing, engagement, and maximizing the attention in which gamers affluence to in-game marketing and product placement. But hey, I’m sure THQ would probably want to ask Bunnyfoot for their help to best maximize in-game marketing for SD versus Raw. I mean, really, WWE and the THQ affiliation is really hurting in product sales. *sarcastic grin*