Study suggests driving cars in video games could lead to more purchases in real-life

When playing car racing video games, do you find yourself choosing vehicles or brands that you've owned in the past? We are definitely guilty as charged on this count, but it seems that this sort of logic works the other way too. People that play popular games like Gran Turismo and Project Gotham Racing have shown an affinity towards real-life vehicles that they used in the gaming realm. Subaru WRX or Mitsubishi Evolution anyone?

Financial Post researchers recently conducted a brief study that put people in front of gaming consoles running car racing simulators. Other people were placed in separate rooms where the games were being broadcast, but not played. Afterward, both groups were surveyed, and the results were eye opening. Those that played the video games responded that they were 50% more likely to purchase vehicles that they used in the video games than those that just watched.

Sure, these results don't necessarily prove anything, but automakers and advertisers have certainly taken notice. Current estimates put the in-game advertising market at $1.8 billion within the next few years.

[Source: Financial Post]