NationMaster - Encyclopedia: In game advertising

In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. 2005 spending on in-game advertising was USD$56 million, and this figure is estimated to grow to $1.8 billion by 2010 according to Massive Incorporated^[1], although Yankee Group gives a lower estimate at $732 million.^[2] In-game advertising is seen by some in the games industry as offering a new revenue stream, allowing developers to offset growing development costs and to take more risks in gameplay ^[3]. Some advertisers see in-game advertising as a prime way to target the male 18-34 demographic, who are increasingly neglecting television in favor of computer and video games.^[4] Still others see in-game advertising as a way to reach into casual games, for example through NeoEdge Networks and titles like Diner Dash, and target a predominately female demographic, who are frequently harder to reach and impact. However, some "core" gamers see these moves as greedy and invasive, dubbing in-game advertising software as spyware. This view was demonstrated by the backlash against Electronic Arts' Battlefield 2142 which contained in-game advertisements from IGA Worldwide.^[5] However, this does not stop traditional firms such as Nielsen Media Research branching out into the in-game advertising space, by announcing a new video games ratings service (similar to Nielsen ratings) called GamePlay Metrics to serve in-game advertisers.^[6] It has been suggested that Multiplayer game be merged into this article or section. ... Advertising is nothing but just waste of money. ... Year 2005 (MMV) was a common year starting on Saturday (link displays full calendar) of the Gregorian calendar. ... ISO 4217 Code USD User(s) the United States, the British Indian Ocean Territory,[1] the British Virgin Islands, East Timor, Ecuador, El Salvador, the Marshall Islands, Micronesia, Palau, Panama, Caicos Islands, and the insular areas of the United States Inflation 2. ... 2010 (MMX) will be a common year starting on Friday of the Gregorian calendar. ... Massive Incorporated is an advertising company which creates software and provides services to dynamically host advertisements within video games. ... Yankee Group is an information technology and market research advisory firm. ... NeoEdge Networks is a Silicon Valley Web 2. ... Diner Dash is a casual video game developed by New York game development studio GameLab and published by PlayFirst. ... A large number of toolbars, some added by spyware, overwhelm an Internet Explorer session. ... Electronic Arts (EA) (NASDAQ: ERTS) is an American developer, marketer, publisher, and distributor of computer and video games. ... Battlefield 2142 is a first-person shooter computer game designed by Digital Illusions CE and is the fourth game in the Battlefield series. ... Nielsen Media Research (NMR) is a U.S. firm, headquartered in New York City, and operating primarily from Oldsmar, FL, which measures media audiences, including television, radio and newspapers. ... When TV viewers or entertainment professionals in the United States mention ratings they are often referring to Nielsen Ratings, a system developed by Nielsen Media Research to determine the audience size and composition of television programming. ...

Static in-game advertising

Early examples of in-game advertising were static. Some of these consisted of virtual billboards, whereas others could be considered in-game product placement. These adverts were placed directly into the game by artists or programmers and could not be changed later. The first example was seen in the 1978 computer game Adventureland by Scott Adams, who inserted an advertisement for his then forthcoming game Pirate Adventure.^[7] Examples of in-game advertising of third party products include the sponsorship of the Zool series by Chupa Chups, leading to various displays of the Chupa Chups product and brand in the game, including a series of levels set in a Sweet world. Another early example of in-game advertising can be seen in the FIFA International Soccer series, with commercial billboard adverts featured in-game since 1994.^[8] Static adverts allow the advertiser and developers to have more influence on how the adverts are displayed in-game and can be worked to beyond the levels of a pure billboard. In Splinter Cell: Chaos Theory for example, a large glowing advert for AXE deodorant appears hard coded in the game, forming an obstacle to the player character. Not only did it allow the developers to experiment with dramatic lighting effects, it also drew the players' attention by providing them with a challenge in which to overcome.^[9] Roadside billboards frequently encourage passersby to visit local businesses. ... Wikibooks has more about this subject: Marketing Product placement advertisements are promotional ads placed by marketers using real commercial products and services in media, where the presence of a particular brand is the result of an economic exchange. ... See also: 1977 in video gaming, other events of 1978, 1979 in video gaming, history of video games Events Notable releases Cinematronics releases the Space Wars vector graphics arcade game Hudson releases Lode Runner for Nintendo home systems in Japan. ... Adventureland was a text-based adventure program written by Scott Adams. ... Scott Adams (born July 10, 1952) is the co-founder, with wife Alexis, of Adventure International, an early company producing computer games. ... Pirate Adventure was a text-based adventure program written by Scott Adams and his wife Alexis. ... Zool is a British computer game originally produced for the Amiga by Gremlin Graphics as a rival to Segas Sonic the Hedgehog. ... Note: This page or section contains IPA phonetic symbols in Unicode. ... For other uses, see Candy (disambiguation). ... EA Sports FIFA 2006 PSP cover, featuring Wayne Rooney and Ronaldinho The FIFA series is a popular series of football (soccer) video games, released yearly by Electronic Arts under the EA Sports label. ... Various Axe/Lynx products Axe, or Lynx (see below), is a Unilever-owned brand of mens deodorant, body spray. ...

Image File history File links Zool. ... Image File history File links Zool. ... Note: This page or section contains IPA phonetic symbols in Unicode. ... Zool is a British computer game originally produced for the Amiga by Gremlin Graphics as a rival to Segas Sonic the Hedgehog. ... Image File history File links FIFA_International_Soccer. ... Image File history File links FIFA_International_Soccer. ... Adidas AG (ISIN: DE0005003404) is a major German sports apparel manufacturer, part of the Adidas Group, consisting of Reebok sportswear company, Taylormade golf company, Maxfli golf balls, and Adidas golf and is the second largest sportswear manufacturer in the world. ... Mega Drive FIFA International Soccer cover The FIFA Series is a popular series of football (soccer) video games, released yearly by EA under the EA Sports label since late 1993. ...

Dynamic in-game advertising

Increasing Internet connectivity has led to the growth of dynamic in-game advertising. Unlike the fixed adverts found in static in-game ads, dynamic adverts can be altered remotely by the advertising agency. Adverts can be tailored according to geographical location or time of day, allowing for the delivery of time-critical advertising campaigns, such as those publicizing a movie launch. Information can be sent back from the player's machine regarding advert performance; data such as time spent looking at adverts, type of advert and viewing angle^[10] may be used to better formulate future campaigns and also allows the advertising agency to offer more flexible advertising campaigns to their clients.^[11] THQ also commented on how data collected from in-game advertising had an unexpected benefit as a design tool, "If the character is stuck in front of a brick wall with an ad poster on it, we know that the level might be too hard. We now see the ad-tracking system as a way to find ways to improve on a game's design".^[9] Because dynamic advertising campaigns do not have to be hard-coded into the game by artists and programmers, the need for advertisers to formulate and insert campaigns months in advance of a games launch is negated.^[2] Image File history File links SWAT_4_-_advert. ... Image File history File links SWAT_4_-_advert. ... Tripping the Rift is a Canadian CGI science fiction comedy television series. ... It has been suggested that SWAT 4: The Stetchkov Syndicate be merged into this article or section. ... An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. ... THQ Inc. ...

Examples of dynamic in-game advertising include the 2005 computer game SWAT 4 by Irrational Games. Version 1.1 of the game featured dynamic in-game adverts delivered by Massive Incorporated, these adverts were used to publicise forthcoming television shows targeted at a US audience. These time and location sensitive adverts would not have been effective if delivered through a static in-game advertising campaign.^[10] It has been suggested that SWAT 4: The Stetchkov Syndicate be merged into this article or section. ... Irrational Games is a video game developer that originated as an off-shoot by three former employees of Looking Glass Studios: Ken Levine, Jonathan Chey, and Robert Fermier. ... Massive Incorporated is an advertising company which creates software and provides services to dynamically host advertisements within video games. ... Motto: (Out Of Many, One) (traditional) In God We Trust (1956 to date) Anthem: The Star-Spangled Banner Capital Washington D.C. Largest city New York City None at federal level (English de facto) Government Federal constitutional republic - President George Walker Bush (R) - Vice President Dick Cheney (R) Independence from...

Online presence

Virtual worlds and MMORPGs are able host persistent online adverts, with marketers purchasing virtual real estate with which to give brands a constant online presence in-game. Aside from establishing a brand presence, it also enables companies to use these virtual spaces as an online testbed. For example, Starwood Hotels & Resorts Worldwide established the aloft Hotel within Second Life, although the real world version of the aloft Hotel is not scheduled to open doors until 2008, the online presence allows for designers to get early feedback from prospective guests.^[12] Image File history File links Second_Life_-_Advert. ... Image File history File links Second_Life_-_Advert. ... Bertelsmann is a transnational media corporation founded in 1835, based in G tersloh, Germany. ... Second Life (abbreviated as SL) is an Internet-based virtual world launched in 2003, developed by Linden Research, Inc (commonly referred to as Linden Lab), which came to international attention via mainstream news media in late 2006 and early 2007. ... This article does not cite any references or sources. ... An image from World of Warcraft, one of the largest commercial MMORPGs as of 2004, based on active subscriptions. ... â€œStarwoodâ€ redirects here. ... Second Life (abbreviated as SL) is an Internet-based virtual world launched in 2003, developed by Linden Research, Inc (commonly referred to as Linden Lab), which came to international attention via mainstream news media in late 2006 and early 2007. ... 2008 (MMVIII) will be a leap year starting on Tuesday of the Gregorian calendar. ...

Starwood is not alone in establishing an online presence within Second Life, many brands and products have pitched up stores and attractions within the virtual world, including American Apparel, Lego, Toyota and others.^[13] Other persistent online worlds which have hosted advertising campaigns include There.com, which featured a Nike campaign in 2003,^[14] and Everquest 2, which even included an in-game command line function to order from Pizza Hut in-game.^[15] American Apparel, LLC is a vertically integrated clothing company based out of Los Angeles, California. ... Lego Group logo. ... This article is about the automaker. ... There logo There is a MMOG created by Will Harvey and Jeffrey Ventrella in 1998. ... Nike, Inc. ... EverQuest II, the sequel to EverQuest, is a fantasy massively multiplayer online role-playing game (MMORPG) developed by Sony Online Entertainment (SOE) and shipped on November 8, 2004. ... A command line interface or CLI is a method of interacting with a computer by giving it lines of textual commands (that is, a sequence of characters) either from keyboard input or from a script. ... Pizza Hut Inc. ...

Incidental advertisement

A number of games utilize billboard-like advertisements or blatant product placement for the single purpose of creating a more realistic gaming environment. While permission to use logos, brand names, and other advertising material is usually given by the company owning the rights to these symbols, their use within the game does not serve to raise awareness of the product which is usually already very familiar to the player. Rather, these symbols allow the player more easily to achieve a degree of vicariism by drawing tenable parallels between the game environment and the player's actual environment. Examples of this include the FIFA International Soccer series without whose commercial billboard adverts would seem unrealistic or artificial. Many sports series also incorporate this style of advertisement due to the fact that professional sports is typically subject to heavy advertising and were the game to lack similar levels of in-game advertisement, in-game realism would suffer. Similarly, games like the Grand Theft Auto series or any number of First-person shooters feature recognizable brand name products like the Mercedes-Benz SLR McLaren or the Mauser C96 which are used as in-game status symbols or for a sense of in-game lethality. In a reversal of traditional roles, such uses of logos and brands are often desired or even requested by the players themselves. Another example is the Pikmin series where real-life products serve as treasures to be collected, however this is again not done to advertise for the product so much as to produce a humorous environment that is coherent with our own reality. Mega Drive FIFA International Soccer cover The FIFA Series is a popular series of football (soccer) video games, released yearly by EA under the EA Sports label since late 1993. ... Grand Theft Auto (GTA) is a video game series created and primarily developed by Scottish developer Rockstar North (formerly DMA Design), published by Rockstar Games and debuted in 1998. ... Maze War, one of the two candidates for the first FPS. This article is about the video game genre. ... The Mercedes-Benz SLR McLaren is a German supercar jointly developed by Mercedes-Benz and McLaren Automotive. ... The C96, or Broomhandle Mauser, was the first semi-automatic pistol to see widespread use. ... Pikmin 2 introduced multiplayer to the series. ...

Advertising industry reaction

Reaction to in-game advertising from the advertising industry has generally been positive. Advertisers are keen to reach the 18-34 male demographic, and in-game advertising is seen to be a new medium in which to do so, especially given that TV viewing figures for this audience is falling. Indeed, a study by Yankee Group in 2003, showed that a 7 percent decline in TV viewing figures in the target 18-34 male demographic could be directly attributed to computer games.^[4] This enthusiasm, along with the new possibilities offered by dynamic adverts has prompted a growth in the in-game advertising industry, which generated USD$56 million in revenue in 2005, but could grow up to as much as $1.8 billion in 2010 according to Massive Incorporated.^[1] â€œTVâ€ redirects here. ... Yankee Group is an information technology and market research advisory firm. ... â€œTVâ€ redirects here. ... ISO 4217 Code USD User(s) the United States, the British Indian Ocean Territory,[1] the British Virgin Islands, East Timor, Ecuador, El Salvador, the Marshall Islands, Micronesia, Palau, Panama, Caicos Islands, and the insular areas of the United States Inflation 2. ... Massive Incorporated is an advertising company which creates software and provides services to dynamically host advertisements within video games. ...

The in-game advertising industry hosts several advertising agencies dedicated to the delivery of in-game advertising, including companies such as Double Fusion, IGA Worldwide, NeoEdge Networks and Massive Incorporated. The growth and potential of the market has enticed more traditional advertising agencies into exploring the concept of in-game advertising; Starcom MediaVestGroup worked with 2K Games to partner advertisers with game developers,^[9] whereas Ogilvy & Mather worked with Massive Incorporated to develop a series of in-game adverts to promote the Ford Motor Company.^[16] An advertising agency or ad agency is a service business dedicated to creating, planning and handling advertising (and sometimes other forms of promotion) for its clients. ... NeoEdge Networks is a Silicon Valley Web 2. ... Massive Incorporated is an advertising company which creates software and provides services to dynamically host advertisements within video games. ... 2K Games is a video game publishing subsidiary of Take-Two Interactive. ... A video game developer is a software developer (a business or an individual) that creates video games. ... Ogilvy & Mather Worldwide is an advertising agency that has a worldwide presence. ... Ford Motor Company is an American multinational corporation and the worlds third largest automaker based on worldwide vehicle sales. ...

Games industry reaction

The games industry sees in-game advertising as a promising new revenue stream. Industry figures suggest this could bring an extra $1 to $2 of profit per game unit sold towards publishers, this is a significant increase over the current $5 to $6 profit per unit.^[17]^[4] Publishers see this revenue stream as a way to offset growing game development costs, which are estimated to rise up to $20 million per title for a 7th generation console. Some developers believe that the extra revenue will reduce the risk involved in a game development project, allowing them to innovate on gameplay and experiment with new ideas.^[3]^[18] This article or section does not cite its references or sources. ... Game development - Wikipedia, the free encyclopedia /**/ @import /skins-1. ... In the history of computer and video games, the seventh generation began on November 21, 2004 with the United States release of the Nintendo DS. The beginning of the seventh generation for home consoles came on November 22, 2005 with the release of Microsofts Xbox 360, and continued a...

References

^ ^a ^b Mike Shields (2006-04-12). In-Game Ads Could Reach $2 Bil.. Adweek. Retrieved on 2006-10-20.
^ ^a ^b Jim Jamieson (2006-10-01). Cyber-Ads Get in the Game. The Province. Retrieved on 2006-10-24.
^ ^a ^b Bobbie Johnson (2006-05-19). Advertisers get young gamers in their sights. The Guardian. Retrieved on 2006-10-20.
^ ^a ^b ^c Matthew Yi (2005-07-25). Advertisers pay for video games - Product placement tradition no longer free ride for business. San Francisco Chronicle. Retrieved on 2006-10-24.
^ Patrick Klepek (2006-10-19). Gamers Wary of Battlefield 2142's 'Spyware'. 1UP.com. Retrieved on 2006-10-20.
^ David Jenkins (2006-10-18). Nielsen Announces GamePlay Metrics. Gamasutra. Retrieved on 2006-10-20.
^ (May 2006) "The Making of Adventureland". EDGE (162): 104-107.
^ Ilya Vedrashko (2006-04-16). Ads in EA Sports Games: 1994-1998. Retrieved on 2006-10-21.
^ ^a ^b ^c Reena Jana (2006-01-25). Is That a Video Game - or an Ad?. Business Week. Retrieved on 2006-10-21.
^ ^a ^b Andrew Smith, Peter Wood (2005-07-01). Online advertising for the gamer generation. Retrieved on 2006-10-21.
^ Simon Carless (2006-10-17). IGA's Townsend On BF2142 In-Game Ads. Gamasutra. Retrieved on 2006-10-22.
^ Richard Siklos (2006-10-19). A Virtual World but Real Money. New York Times. Retrieved on 2006-10-23.
^ Reena Jana (2006-10-16). Breathing Second Life into Business. Business Week. Retrieved on 2006-10-23.
^ Robin Moody (2003-01-17). Nike explores virtual brand placement with There.com. Portland Business Journal. Retrieved on 2006-10-23.
^ Peter Svensson (2005-02-24). Sony builds pizza-order function into 'Everquest II'. Associated Press. Retrieved on 2006-10-23.
^ Ogilvy Press Release (2006-08-17). Ford and Ogilvy play with decibels. Retrieved on 2006-10-30.
^ Dean Takahashi (2006-09-01). EA to embed ads that can be updated into 7 games. Mercury News. Retrieved on 2006-11-03.
^ William Vitka (2005-07-16). In-Game Advertising - IGA Worldgroup Leads The Pack And They Might Be Getting It Just Right. CBS News. Retrieved on 2006-11-03.

Categories: Marketing | Advertising | Video game development | Advergaming | Advergames Adweek is a weekly American advertising trade publication. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 293rd day of the year (294th in leap years) in the Gregorian calendar. ... The Province is a daily newspaper published in British Columbia by the Pacific Newspaper Group Inc, a CanWest Global Communications Company. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... October 24 is the 297th day of the year (298th in leap years) in the Gregorian calendar. ... The Guardian is a British newspaper owned by the Guardian Media Group. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 293rd day of the year (294th in leap years) in the Gregorian calendar. ... Todays San Francisco Chronicle was founded in 1865 as The Daily Dramatic Chronicle by teenage brothers Charles de Young and Michael H. de Young. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... October 24 is the 297th day of the year (298th in leap years) in the Gregorian calendar. ... 1UP.com is a video-game site owned and operated by Ziff Davis Media, publisher of popular videogame magazines Computer Gaming World (CGW) (now known as Games for Windows: The Official Magazine (or GFW) Magazine), Electronic Gaming Monthly (EGM), and the now-defunct Official U.S. PlayStation Magazine (OPM), GMR... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 293rd day of the year (294th in leap years) in the Gregorian calendar. ... Founded in 1997, Gamasutra is a web site for those interested in video games including video game developers. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 293rd day of the year (294th in leap years) in the Gregorian calendar. ... Edge is a multi-format computer and video game magazine published by Future Publishing in the United Kingdom. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 294th day of the year (295th in leap years) in the Gregorian calendar. ... BusinessWeek is a business magazine published by McGraw-Hill. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 294th day of the year (295th in leap years) in the Gregorian calendar. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 294th day of the year (295th in leap years) in the Gregorian calendar. ... Founded in 1997, Gamasutra is a web site for those interested in video games including video game developers. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 294th day of the year (295th in leap years) in the Gregorian calendar. ... The New York Times is an internationally known daily newspaper published in New York City and distributed in the United States and many other nations worldwide. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 296th day of the year (297th in leap years) in the Gregorian calendar. ... BusinessWeek is a business magazine published by McGraw-Hill. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 296th day of the year (297th in leap years) in the Gregorian calendar. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 296th day of the year (297th in leap years) in the Gregorian calendar. ... The Associated Press, or AP, is an American news agency, the worlds largest such organization. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 296th day of the year (297th in leap years) in the Gregorian calendar. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 303rd day of the year (304th in leap years) in the Gregorian calendar. ... The Mercs sections vary by day of the week, but Business, Sports, and The Valley are standard daily fare. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 307th day of the year (308th in leap years) in the Gregorian calendar. ... CBS News is the news division of American television and radio network CBS. Its current president is Sean McManus who is also head of CBS Sports. ... Year 2006 (MMVI) was a common year starting on Sunday (link displays full 2006 calendar) of the Gregorian calendar. ... is the 307th day of the year (308th in leap years) in the Gregorian calendar. ...