2. By Bally Chohan
What is In-Game Advertising?
∗ Put simply, in-game advertising is serving ads into a
game environment, but the nuances vary
dramatically. For some 3D games, in-game ads appear
as posters or billboards in the virtual world. For online
2D casual games, in-game ads can replace an object in
the game with a branded product, or even serve a
branded quest into the game for a week long run.
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3. By Bally Chohan
The World of Gaming
∗ With advancing technology, videogames have
become increasingly interactive, common and
addicting.
∗ Videogames are now accessible in our homes, at
work, and on our cell phones
∗ The internet allows players to interact with other
players around the world
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4. By Bally Chohan
Industry Facts
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72% of American households play computer or video games
The average game player age is 37
58% of players are male and 42% are female
19% of most frequent game players pay to play online
games
∗ 55% of gamers play games on their phones or handheld
device
∗ In 2010, consumers spent $25.1 billion on the games
industry
∗ Gamers spend on average, 8 hours a week playing games
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6. By Bally Chohan
Types of In-Game Advertising
∗ In-Game ads can either be “dynamic” or “static.”
∗ Static ads stay the same every time the game is played. They
are typically hard-coded during the development and appear
as billboard or props, like vending machines.
∗ Dynamic ads can be changed over the internet for online
players.
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7. By Bally Chohan
Main Categories Featured in IGA
∗ Automotive
∗ Beverages
∗ Fast Food Companies
8. By Bally Chohan
Significance for Advertisers
∗ Videogame industry is huge and it keeps growing
∗ DFC, a research company that specializes in the video
game industry, predicts that in-game advertising
spending will double from $3.1B to $7.2B by 2016
∗ 53% of players are ages 18-49, so if this your target in a
campaign, in-game advertising could be very
beneficial
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10. By Bally Chohan
Advantages of In-Game Advertising
∗ Easy to target a particular market accordingly with a
videogame genre
∗ Quickly reaches consumers, ex: (Farmville, which launched
on June 19th 2009, reached 50 million users by October 1 st
of the same year)
∗ Effective in increasing brand awareness, and especially
effective at priming audiences for engagements and
sponsorships within associated gaming environments
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11. By Bally Chohan
Advantages Continued
∗ According to Microsoft’s Massive (an in-game ad
serving company for Xbox & PC), in-game advertising
has been found to increase purchase intent by 24%,
brand recommendation by 23% and, overall brand
rating by 32%
∗ In-game advertising also has a greater advantage over
TV since, TV spots only feature 30-60 seconds of
commercials & a typical in-game advertisement
exceeds 300 seconds!
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12. By Bally Chohan
Advantages Continued
∗ New medium to reach consumers
∗ Ads are unavoidable in a virtual environment
∗ High reach due to the growing popularity of video
games
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13. Disadvantages of In-Game
By Bally Chohan
Advertising
∗ High game repetition creates a negative brand
attitude
∗ Difficult to plug a product on an alien planet in the
year 2553 in Halo, or do the same in a fictional
medieval world filled with dragons and orcs in Skyrim
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