Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
August 6, 2020
arrowPress Releases

If you enjoy reading this site, you might also want to check out these UBM Tech sites:

Study Shows In-Game Advertising Long-Term Bet

Study Shows In-Game Advertising Long-Term Bet

February 27, 2006 | By Nich Maragos

February 27, 2006 | By Nich Maragos
    Post A Comment
More: Console/PC

A MarketingSherpa survey of registrants for AD:TECH, an advertising conference to be held in San Francisco during April, shows that though in-game advertising is a smaller proportion of advertisers' budgets compared to other emerging forms of marketing, it may become one of the largest in the coming year or two.

The January survey of marketers showed that only 10% of respondents planned to spend on product placements within video games during the next twelve months, the lowest response compared to other new forms of advertising such as ads on RSS feeds (40%), blog networks (30%), and sponsoring podcasts (14%).

However, when asked which advertising schemes the marketers planned on investing in more than a year out, in-game advertising gained the biggest response, with 36% of respondents saying they intend to do placement within the games.

Some of the current leaders among in-game advertising firms Massive Inc., one of the first to place dynamic advertisements in games such as The Matrix Online and Splinter Cell: Chaos Theory; Double Fusion, which recently partnered with Midway for in-game advertisements in the developer's products; and IGA Partners, which featured ads in Valve's popular shooter Counter-Strike until legal issues forced them to desist.

The effectiveness of well-designed in-game advertising was also profiled in a December report by game publisher Activision and Nielsen Media Research, conducted among 1350 active male gamers ages 13 to 44, in which the vast majority of gamers recalled a product in a game felt it fit the game they were playing. In fact, in discussing a Cingular advertisement placed in Need For Speed Underground 2, 69% of participants recalled seeing the ads, according to the survey.

Related Jobs

Insomniac Games
Insomniac Games — Burbank, California, United States

Senior Character TD
Airship Syndicate
Airship Syndicate — Austin, Texas, United States

Senior VFX Artist
Airship Syndicate
Airship Syndicate — Austin, Texas, United States

Mid to Senior Worldbuilder - Unreal Engine
Disbelief — Cambridge, Massachusetts, United States


Loading Comments

loader image