Bally Chohan IT Solutions

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Gaming Advertising Described by Bally Chohan
UK
Pieter-Jan Adriaensens
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Gaming Advertising
Bally Chohan UK

• a promising upturn

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Content
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• What is the situation like today?
• How did the past had its influence on the
  present?
• Advergaming and in-gamevertising
• They come in many forms and shapes
• Advergaming and social gaming
• Advergaming, crossmedia and communities
• Advergaming and protest
• Conslusions

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What is the situation like today?
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Gaming is an interesting channel for advertisers
to reach the difficult to reach target group
18-36 yrs old
The gaming-public has broadenedCliché images are
fading
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Gaming has and will become more and more a
social event
When we were young we used to hook up with our
friends to play Playstation games. Nintendos
Wii brings back those emotions
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How did the past had its influence on the present?
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Inception first experiments 60s 80sThere
wasnt much technology available in this period.
Creating games was almost unaffordable andthus
held a huge risk . One of the first companies to
start advertising through games was Ford
(Mustang), quickly followed by Coca-Cola Bud in
the early 80s (booming of the pc market)
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The advent of PC games 90sThe upcoming of the
personal computer was promising but advertisers
kept making the same mistakes as in the period
before. A positive evolution of this period was
the bringing of in-context advertising content
contributes to the realism of the game and is not
irritating (more subtle). A new era with new
possibilities was needed and thus the Internet
made her entry in the early 90s, rapidlychanging
the possibilities experiences of the gaming
industry
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Internet Flash the new millenniumAdvergames
knew a huge popularity boost because of the fast
uprise of the Internet. They could be spread more
effectively and a larger audience could be
reached. The introduction of Flash offered new
possibilities it was fast in development, cheap
and had excellent sound.
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2000 Americas Army the biggest online
advergame ever made. It was created to influence
young people to choose for a career in the US
military
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Gaming is booming!
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Source 2006 Frank N. Magid Associates, Inc.
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Offline advertisers buy time, interactives
create time
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Source Yankee Group, 2005
Source Yankee Group, 2005
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• More than 83 million gamers are currently online
  (2006)Women take in more than 60 of the online
  gaming population. They often play casual games
  and are the ones with spending power. Games are
  ideal to reach the difficult to reach segment
  18-34 of age (they avoid traditional media more
  often). The green bar are the ones responsible
  for purchase.

Q. Do you play games online? ()
63.6
58.8
58.2
57.4
55.9
53.3
52.6
50.4
49.6
47.4
46.7
44.1
42.6
41.8
41.2
36.4
No
Yes
Total
Male
13-17
18-24
25-34
35-44
45
Female
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Source Nielsen Interactive Entertainment 2006
Active Gamer Benchmark Study Media Metrix, July
2006
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Gaming in comparison with other more traditional
media
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Total Monthly Online Users by Category
The Gaming category reaches majority of web
users
160,000
140,000
120,000

• 83MM people went to a gaming
• site in July
• 48 of online population

100,000
80,000
Unique visitors
60,000
40,000
20,000
Total Monthly Minutes (billions)
0
Games
Chat
Retail
News
Travel
Sports
Business
XXX Adult
Technology
Entertainment
20,000
18,000
16,000
14,000
12,000
Games tops the number of monthly minutes users
spend by category
10,000
8,000
6,000
4,000
2,000
0
Sports
Retail
News
Chat
Travel
Games
Business
XXX Adult
Technology
Entertainment
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Source Media Metrix, July 2006