Wondering how to capture the elusive 18-34 male demographic? In-Game Advertising.
Video games are taking over other forms of entertainment, and while spending in 2005 on in-game advertising was at 56 million, according to Massive Inc. it will be up to one billion by 2014.
The best part is, you are capturing the gamer while they are engaged. 65% of gamers agree that in-game ads stand out more compared to other ads. (This is an 18% increase from 2008.)
The most important thing to remember with in-game advertising is that it has to be relevant, and can’t interrupt the users experience. (If it does you might end up on this list.) The ad needs to make the game more realistic, not remind the user that they are in a virtual reality. By adding to the overall value of a game, the user has a better chance of remembering a brand. For instance, when a user is playing a sports game they expect to see ads, like they would if they were actually playing sports. In circumstances like this it makes the experience more genuine.
Another plus: the recession hasn’t affected the playing of video games.
What users don’t like are seeing the same ads over and over. Users who play racing games said they were sick of seeing the same Best Buy ad around every corner, and would like to see some ads from Best Buy’s competitors in between, making the game more realistic. The other main issue users have had with in-game advertising is that they expect the cost of the game to be lowered. Though this hasn’t happened yet, and may not for a while, it might eventually have to happen. Gamers don’t like ads “being shoved in their face” as one user said about the Burger King and Dodge ads in Fight Night Round 3. However, the great thing about in game advertising is generally advertisers can work together with game designers to make sure this isn’t the case.
In-game advertising is currently one of the largest growing advertising markets. While it is certainly not for every brand, with the selection of video games currently available, if they so choose, brands can find their niche.
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