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October 29, 2007

IAB Defines Types of Game Advertising
by: Alain Thys

Now marketers have finally caught on to this interactive thing and seem to be ever more shy of places to put their new found digital 2008 budgets, gaming finally seems to be hitting the radar as well.  An excellent time to seize the day, the guys at IAB must have thought as they just released the first of a series of papers to establish some standards in the chaotic world of advergaming (or was it gamevertising?).

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March 13, 2007

Mobile Gamevertising

SAN FRANCISCO – March 13, 2007 – Exit Games, the leading global provider of connected mobile entertainment software and related services for game developers and publishers, today announced a partnership with Amobee Media Systems to help operators and game publishers realize additional revenue streams from in-game advertising. As part of the agreement, the two companies will collaborate to serve contextual and targeted opt-in advertising impressions for mobile phone games running on Java and BREW handsets.

Press Release 

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December 1, 2006

WSJ Online: EA expects holiday boost from in-game ads
Wall Street Journal, November 30

Quotes:

  • Jeff Brown, an EA spokesman, said the Redwood City, Calif., company, the world's largest games publisher by sales, estimates it will bring in between $4 million and $5 million in advertising revenue during the holiday quarter from Need for Speed: Carbon, a version of the game that EA began selling earlier this month.
  • Just under half of Need for Speed: Carbon's advertising revenue will come from "dynamic" advertisements, which are regularly transmitted over the Internet and inserted into the action of the game, a source of revenue that hasn't existed in previous EA games.

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August 25, 2006

MediaPost Discusses In-Game Ads for Mobile Phones

“Time To Get In The Game?“, Steve Smith, Media Post, August 22, 2006. Quotes:

“All according to who you ask, mobile gaming seems ripe for sponsor underwriting. Some market researchers insist that portable gaming is booming and will be a $5 or $7 billion business by 2011 or so. Others, including some developers in the industry, complain of stagnation in the market. People like playing mobile games more than they like paying for them, other stats suggest.”

“MauiGames had early but little-seen golf and sport biking games that actually included in-game ad notices. You run off a cliff in one game and you get some clever full-screen sponsor message. But the first robust dynamic game ad serving system hit the Web last week at GameJump.com. A subsidiary of GreyStripe, which developed in-game ad technology, GameJump boasts 80 ad-enabled Java based games you can download to a select line of phones on Cingular, Sprint and T-Mobile networks. GameJump has an AdWrap engine that serves full-screen units before and after game play.”

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May 17, 2006

Data: Gamers Not Averse to In-Game Ads

Study by comScore, press release, May 16, 2006. Also in Marketing Vox. Verbatim highlights from press release:

The Players research found that 25% of Gamers are Heavy Gamers, playing 16 or more hours per week across any gaming platform, or playing 11 hours or more per week and playing on two or more platforms.

Light/Medium Gamers — those that play less than 16 hours per week on one platform — represent 75 percent of Gamers.

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