In-Game Advertising

Hüseyin Yıldız 15-10-115Mertcan Türel 15-10-109

Barış Bacak 15-10-152Tugay Can Ucan 15-10-128

What is In-Game Advertising?

In-game advertising is serving ads into a game environment. For some 3D games, in-game ads appear as posters or billboards in the virtual world. For online 2D casual games, in-game ads can replace an object in the game with a branded product.

The World of Gaming

With advancing technology, videogames have become increasingly interactive, common and addicting.

Video games are now accessible in our homes, at work, and on our cell phones

The internet allows players to interact with other players around the world

Sales Growth

Types of In-Game Advertising

In-Game ads can either be “dynamic” or “static.”

Static ads stay the same every time the game is played. They are typically hard-coded during the development and appear as billboard or props, like vending machines.

Dynamic ads can be changed over the internet for online players.

Dynamic in-game advertising

Increasing Internet connectivity dynamic adv became to more popular because you can monitor your adv every time and you can choose options like geographic, gender, time and etc. Nice thing is you can change all of these things after game launched and you can optimize your target area whenever you want. Adv’s effects can be track in real time and you can get analyzes about it.This information can be guide for you to reform your campaign or continue with what you have.

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Static in-game advertising

We can say it is working like same as in the film industry, static IGA cannot be changed after they are programmed directly into the game (unless it's completely online). IGA allows gamers to interact with the virtual product.Many games are using billboard type of advertisements or product placement to create a realistic gaming environment.

Advertising in online-only games

We can categorize these type of games like free to play (freemium) and pay to play.Generally, free to play games are using banners or micro purchases in-game to monetarize their needs. These things are including buying product from other company, like other firm’s facebook page, retweet .Gamers can earn virtual money with using these things instead of paying to the game producer.

Main Categories InGameAdvertising

Automotive Beverages Fast Food

Examples:

https://www.youtube.com/watch?v=nHzuOVBbNmQ

Obama used that advertising model for election campaign.

He paid 50000$ for that.

Significance for Advertisers

Videogame industry is huge and it keeps growing

DFC, a research company that specializes in the video game industry, predicts that in-game advertising spending will double from $3.1B to $7.2B by 2016

53% of players are ages 18-49, so if this your target in a campaign, in-game advertising could be very beneficial

Advantages of In-Game Advertising

Easy to target a particular market accordingly with a videogame players.

Quickly reaches consumers.

ex: (Farmville, which launched on June 19th 2009, reached 50 million users by October 1st of the same year)

Effective in increasing brand awareness, and especially effective at priming audiences for engagements and sponsorships within associated gaming environments.

Advantages Continued

High reach due to the growing popularity of video games

According to Microsoft’s Massive (an in-game ad serving company for Xbox & PC), in-game advertising has been found to increase purchase intent by 24%, brand recommendation by 23% and, overall brand rating by 32%.

In-game advertising also has a greater advantage over TV since, TV spots only feature 30-60 seconds of commercials & a typical in-game advertisement exceeds 300 seconds.

Disadvantages of In-Game Advertising

High game repetition creates a negative brand attitude

Difficult to modificate your advertising according to game fiction.

Do’s of In-Game Advertising

Do keep your message creative, simple & straight forward

Do make sure message is relevant to audience

Do use the most vibrant colors of your brand palette, but avoid making it too bold.