In Game Advertising

Team Fortress II

Limiting the Scope• Excluding casual gaming

– Pop Cap, Yahoo!Games, Shockwave

• Intentional Advergaming– ie Pepsi Max “Bluff”

• Mobile Gaming– eg Anything from Jamster

Focus on the PCConsole games

In Game Advertising

Key playersIGA Worldwidehttp://www.igaworldwide.com/

Massivehttp://www.massiveincorporated.com/

Google?

Benefits?To the Gamer

• 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

GTI Racing

HellGate London

HellGate London

HellGate London

It can be questionable

Battlefield 2142

You can get it horribly wrong

CounterStrike

Rainbow 6 Vegas

Immersive Game AdvertisingDone Well

Ad Impression counting for Rainbow Six Vegas

Ben Sherman and Test Drive Unlimited

Ben Sherman Demohttp://www.igaworldwide.com/advertisers/casestudies/bensherman/

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

Ghost Recon

Additional ReadingsSvahn (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

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/