In Game Advertising

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A primer on in-game advertising, and three cases of good, bad and downright awful in-game advert placements.

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In Game Advertising

  1. 1. In Game Advertising
  2. 2. Team Fortress II
  3. 3. Limiting the Scope <ul><li>Excluding casual gaming </li></ul><ul><ul><li>Pop Cap , Yahoo!Games , Shockwave </li></ul></ul><ul><li>Intentional Advergaming </li></ul><ul><ul><li>ie Pepsi Max “ Bluff ” </li></ul></ul><ul><li>Mobile Gaming </li></ul><ul><ul><li>eg Anything from Jamster </li></ul></ul>
  4. 4. Focus on the PC Console games In Game Advertising
  5. 5. Key players <ul><li>IGA Worldwide </li></ul><ul><li>http://www.igaworldwide.com/ </li></ul><ul><li>Massive </li></ul><ul><li>http://www.massiveincorporated.com/ </li></ul><ul><li>Google? </li></ul>
  6. 6. Benefits? <ul><li>To the Gamer </li></ul><ul><li>Immersion </li></ul><ul><ul><li>Rainbow 6 </li></ul></ul><ul><li>Realism </li></ul><ul><ul><li>Nascar08 </li></ul></ul><ul><li>Sponsored Gaming </li></ul><ul><ul><li>City of Heroes </li></ul></ul><ul><li>Cost Recovery </li></ul><ul><li>To the Advertiser </li></ul><ul><li>Target Market Reach </li></ul><ul><li>Vicarious Product Trial </li></ul><ul><ul><li>Any racing game </li></ul></ul><ul><ul><li>Any fashion placement </li></ul></ul><ul><li>Brand Exposure </li></ul><ul><ul><li>SIMS + IKEA Furniture </li></ul></ul>
  7. 7. GTI Racing
  8. 8. HellGate London
  9. 9. HellGate London
  10. 10. HellGate London
  11. 11. It can be questionable
  12. 12. Battlefield 2142
  13. 13. You can get it horribly wrong
  14. 14. CounterStrike
  15. 15. Immersive Game Advertising Done Well Ad Impression counting for Rainbow Six Vegas Rainbow 6 Vegas
  16. 16. Ben Sherman and Test Drive Unlimited Ben Sherman Demo http://www.igaworldwide.com/advertisers/casestudies/bensherman/
  17. 17. Take home <ul><li>Context is the priority </li></ul><ul><ul><li>Where it adds realism </li></ul></ul><ul><ul><ul><li>NASCAR, Sport, Real Life Scenarios </li></ul></ul></ul><ul><ul><li>Where it aids vicarious trial </li></ul></ul><ul><ul><ul><li>Racing, </li></ul></ul></ul><ul><ul><ul><li>SIMS </li></ul></ul></ul><ul><ul><ul><li>Extreme Sports with Create a Character systems </li></ul></ul></ul><ul><ul><li>Where it’s useful for the gamer, the story or the game </li></ul></ul>
  18. 18. Ghost Recon
  19. 19. Additional Readings <ul><li>Svahn (2005) Future-proofing advergaming : a systematisation for the media buyer </li></ul><ul><li>Petty and Andrews (2008) Covert Marketing Unmasked: A Legal and Regulatory Guide for Practices That Mask Marketing Messages </li></ul><ul><li>Craig-Lees, Scott and Wong (2008) Perceptions of product placement practice across Australian and US practitioners </li></ul><ul><li>Berman et al (2007) New business models for the new media world </li></ul>
  20. 20. Blogs and Links <ul><li>http://blog.pcnews.ro/2008/03/19/dynamic-in-game-advertising/ </li></ul><ul><li>http://anarchyatk.blogspot.com/2008/08/in-game-advertising.html </li></ul><ul><li>http://secondstorygamer.com/2008/06/can-in-game-advertising-be-a-good-thing/ </li></ul>

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