Versus Systems Partners with the UCLA Anderson’s MEMES Center to Study Advertising in Interactive Media

Versus Systems (CSE:VS) announced that it has entered into partnership with UCLA Anderson Center Management of Enterprise in Media, Entertainment and Sports (MEMES) to launch a study related to streaming and interactive media.

Versus Systems, the company behind Winfinite, a proprietary in-game prizing and promotional engine said that the study will explore how audience react to existing advertising in video games and other platforms.

As quoted in the press release:

Based on a survey of North American consumers, the study will also explore how audiences react to existing advertising in video games, streaming media, live broadcasts, as well as Augmented Reality (AR) and Virtual Reality (VR).

The aims of the UCLA & Versus Systems collaboration are to understand the rapidly evolving landscape for interactive media and to explore consumer engagement with advertising and brands on these platforms. The research will examine how media like video games and streaming content have opened a new way for brands to successfully engage with consumers. The studies will also examine consumer behavior and preferences around new alternative modes of advertising, including prizing and rewards in games.

“The University of California, Los Angeles is a world-class research university with a top tier business school at UCLA Anderson. We are very proud to be working alongside the UCLA Anderson Center for MEMES to study the effects of advertising inside interactive media. This is a fast-moving industry and we believe it is important for Versus to be on the forefront of audience insights into games, augmented reality, and virtual reality,” said Matthew Pierce, CEO of Versus Systems.

“The Center for MEMES is always looking for insights that help us identify opportunities for innovation and new business models in the entertainment ecosystem,” says Jay Tucker, Executive Director of Center for MEMES. “The growth of mobile and multiplayer gaming, the rise of eSports and other new forms of interactive entertainment like AR and VR are forcing us to reimagine the consumer experience and how it is monetized. Advertising will be one of the key drivers going forward. This study should help us better understand how advertising impacts the user experience as well as how it can potentially impact revenue streams for future interactive and digital experiences.”

Click here for the full text release.