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

Excluding casual gaming

Pop Cap , Yahoo!Games , Shockwave

Intentional Advergaming

ie Pepsi Max “ Bluff ”

Mobile Gaming

eg Anything from Jamster

Focus on the PC Console games In Game Advertising

Key players IGA Worldwide http://www.igaworldwide.com/ Massive http://www.massiveincorporated.com/ Google?

IGA Worldwide

http://www.igaworldwide.com/

Massive

http://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

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

Immersive Game Advertising Done Well Ad Impression counting for Rainbow Six Vegas Rainbow 6 Vegas

Ben Sherman and Test Drive Unlimited Ben Sherman Demo http://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

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 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

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

Blogs and Links http://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/

http://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/