Downloaded 133 times
Uploaded byStephen Dann
In Game Advertising
The document discusses in-game advertising (IGA) specifically within the context of PC and console gaming, excluding casual gaming. It highlights key players in the industry, benefits for gamers and advertisers, and the importance of context in ad placements for enhancing realism and engagement. Additionally, it references various studies and resources related to advergaming and product placement practices.
More Related Content
More from Stephen Dann
![Get a Pinterest account in[ pvatopservice ]sell regular every day.docx](https://cdn.slidesharecdn.com/ss_thumbnails/getapinterestaccountinpvatopservicesellregulareveryday-251030182004-67b5ef9f-thumbnail.jpg?width=640&height=640&fit=bounds)
![Amazon Account Audit by Rey Benaid [Amazon PPC Expert]](https://cdn.slidesharecdn.com/ss_thumbnails/amazonppcexpert-accountaudit-reybenaid-251028095011-f4d63eab-thumbnail.jpg?width=640&height=640&fit=bounds)
In Game Advertising
- 1.
- 2.
- 3. Limiting the ScopeExcluding casual gaming Pop Cap , Yahoo!Games , Shockwave Intentional Advergaming ie Pepsi Max “ Bluff ” Mobile Gaming eg Anything from Jamster
- 4. Focus on thePC Console games In Game Advertising
- 5. Key players IGAWorldwide http://www.igaworldwide.com/ Massive http://www.massiveincorporated.com/ Google?
- 6. Benefits? To theGamer Immersion Rainbow 6 Realism Nascar08 Sponsored Gaming City of Heroes Cost Recovery To the Advertiser Target Market Reach Vicarious Product Trial Any racing game Any fashion placement Brand Exposure SIMS + IKEA Furniture
- 7.
- 8.
- 9.
- 10.
- 11. It can bequestionable
- 12.
- 13. You can getit horribly wrong
- 14.
- 15. Immersive Game AdvertisingDone Well Ad Impression counting for Rainbow Six Vegas Rainbow 6 Vegas
- 16. Ben Sherman andTest Drive Unlimited Ben Sherman Demo http://www.igaworldwide.com/advertisers/casestudies/bensherman/
- 17. Take home Context is the priority Where it adds realism NASCAR, Sport, Real Life Scenarios Where it aids vicarious trial Racing, SIMS Extreme Sports with Create a Character systems Where it’s useful for the gamer, the story or the game
- 18.
- 19. Additional Readings Svahn(2005) Future-proofing advergaming : a systematisation for the media buyer Petty and Andrews (2008) Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices That Mask Marketing Messages Craig-Lees, Scott and Wong (2008) Perceptions of product placement practice across Australian and US practitioners Berman et al (2007) New business models for the new media world
- 20. Blogs and Linkshttp://blog.pcnews.ro/2008/03/19/dynamic-in-game-advertising/ http://anarchyatk.blogspot.com/2008/08/in-game-advertising.html http://secondstorygamer.com/2008/06/can-in-game-advertising-be-a-good-thing/