In-game advertising

With revenue over $10 billion last year and garner over $300 million in advertising investment, the gaming industry represents a strong marketing opportunity. A new report forecasts that global in-game advertising will rise by almost 23% a year for the next five years, reaching a figure of $1.94 billion by 2011. Video gaming offers the opportunity to connect with traditionally difficult-to-reach consumers - young affluent males. It attains the fourth-highest reach (after TV, internet and radio) against teens and heavy gamers. Not only can in-game advertising efficiently reach key consumers, it can also reach them while they are actively engaged with the medium.

Several studies have examined the role of brands within video games and players' attitudes towards gaming and in-game communication. The goal has been to learn how best to use games to create meaningful relationships between brands and consumers. The results are a set of insights and guidelines that will help deliver more effective in-game communication:

• A brand's presence should enhance the gaming engagement
• Brand and commercial content must be relevant to the game
• Brands should feel like a natural part of the game
• Customization can strengthen gamers' engagement with a brand
• In-game communication must be measurable

Of course, for every pros there are some cons. Advertisers should never:

• Assume video games will work with any brand
• Interrupt, delay or inappropriately alter game-play with in-game communication
• Impose on gamers' attention with communication that doesn't add to the game
• Assume real-world creative will work within a video game environment
• Consider "advergames" as an inexpensive way of reaching a gaming audience.