We've begun to see the arrival of in-game advertising--embraced by some reviled by others--but most of what we know about these ads comes from bet publications websites and blogs. What about the advertisers themselves? How do they see video games fitting into their overall marketing strategies and what exactly do they expect these ads to deliver? Should any of this matter to me as a gamer?
Cory Van Arsdale has some big ideas on all of this. He's the CEO of ,an in-game advertising network with more than 40 publisher partners. His clients include EA. Activision. Toyota and Major League Baseball and he manages in-game advertising for both Madden '08 and Guitar Hero III. In an interview with marketing industry site Van Arsdale lays out several strategies marketers can use to reach gamers:
.. There are five ways that marketers can reach gamers which varyin intensity and complexity: gamer-focused Web sites (Xbox com. IGN,GameSpot); around game-sponsored events and circumscribe (Discovery Channelsponsored on Xbox Live exclusive downloadable content for "Gears ofWar"); dynamic in-game advertising (what Massive does); hard-codedproduct placement (in Tom Clancy's break Cell Pandora Tomorrow fromUbisoft Entertainment players use Sony Ericsson phones); andadvergames (Burger King Xbox 360 Advergame).[]
According to Van Arsdale dynamic in-game advertising is by far the most cost-effective of these strategies. In addition the recently outlined for its members the following marketing strategies for leveraging the popularity of video games:
We've begun to see the arrival of in-game advertising--embraced by some reviled by others--but most of what we know about these ads comes from game publications websites and blogs. What about the advertisers themselves? How do they see video games fitting into their overall marketing strategies and what exactly do they expect these ads to deliver? Should any of this matter to me as a gamer?
Cory Van Arsdale has some big ideas on all of this. He's the CEO of ,an in-game advertising communicate with more than 40 publisher partners. His clients consider EA. Activision. Toyota and study League Baseball and he manages in-game advertising for both Madden '08 and Guitar Hero III. In an interview with marketing industry place Van Arsdale lays out several strategies marketers can use to arrive gamers:
.. There are five ways that marketers can reach gamers which varyin intensity and complexity: gamer-focused Web sites (Xbox com. IGN,GameSpot); around game-sponsored events and content (Discovery Channelsponsored on Xbox Live exclusive downloadable content for "Gears ofWar"); dynamic in-game advertising (what Massive does); hard-codedproduct placement (in Tom Clancy's Splinter Cell Pandora Tomorrow fromUbisoft Entertainment players use Sony Ericsson phones); andadvergames (Burger King Xbox 360 Advergame).[]
According to Van Arsdale dynamic in-game advertising is by far the most cost-effective of these strategies. In addition the recently outlined for its members the following marketing strategies for leveraging the popularity of video games:
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Related article:
http://www.brainygamer.com/the_brainy_gamer/2007/12/your-ad-is-in-m.html
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