Bally chohan IT Solutions UK Dubai

1
In-Game Advertising

• Bally Chohan
• www.ballychohan.com

2
What is In-Game Advertising?
By Bally Chohan

• Put simply, in-game advertising is serving ads
  into a game environment, but the nuances vary
  dramatically. 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, or even serve a branded quest into the
  game for a week long run.

www.ballychohan.com
3
The World of Gaming
By Bally Chohan

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

www.ballychohan.com
4
Industry Facts
By Bally Chohan

• 72 of American households play computer or video
  games
• The average game player age is 37
• 58 of players are male and 42 are female
• 19 of most frequent game players pay to play
  online games
• 55 of gamers play games on their phones or
  handheld device
• In 2010, consumers spent 25.1 billion on the
  games industry
• Gamers spend on average, 8 hours a week playing
  games

www.ballychohan.com
5
Sales Growth
By Bally Chohan
www.ballychohan.com
6
Types of In-Game Advertising
By Bally Chohan

• 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.

www.ballychohan.com
7
Main Categories Featured in IGA
By Bally Chohan

• Automotive
• Beverages
• Fast Food Companies

8
Significance for Advertisers
By Bally Chohan

• 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

www.ballychohan.com
9
In-Game Advertising Example 1
By Bally Chohan

• McDonalds Campaign

www.ballychohan.com
10
Advantages of In-Game Advertising
By Bally Chohan

• Easy to target a particular market accordingly
  with a videogame genre
• 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

www.ballychohan.com
11
Advantages Continued
By Bally Chohan

• According to Microsofts 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!

www.ballychohan.com
12
Advantages Continued
By Bally Chohan

• New medium to reach consumers
• Ads are unavoidable in a virtual environment
• High reach due to the growing popularity of video
  games

www.ballychohan.com
13
Disadvantages of In-Game Advertising
By Bally Chohan

• High game repetition creates a negative brand
  attitude
• Difficult to plug a product on an alien planet in
  the year 2553 in Halo, or do the same in a
  fictional medieval world filled with dragons and
  orcs in Skyrim

www.ballychohan.com
14
In-Game Advertising Example 2
By Bally Chohan

• Obamas 2008 campaign

www.ballychohan.com