Advertising in games has already arrived a few years ago and it seems that still has potential to grow.
This is view by the games industry as a promising new revenue stream and is predicted to worth $2B in the end of the decade. For example, Obama spent $44K to do it in Burnout Paradise.
Of course that, for gamers, advertising has to be in the same context of the game. Imagine you playing Gears of War and an advertise from “Grandma Cookies”.
For Ed Bartlett, from IGA Worldwide, there has to be a connection between videogame and advertising. "I think that from an advertisers point of view, if you look at what they're trying to achieve, and the connection they're trying to reach with a gamer, they understand that the magic, that kind of connection can only happen if it's something that's well received by the end user. If it's interruptive, if it's invasive, then people are going to backlash against that and it's having a negative affect on their brand. I think a lot of gamers, particularly hardcore gamers are quite worried about advertisers coming in and ruining their experience, but it really is true that these advertisers don't want to corrupt their experience because it's negative to them."
This industry can be the first step for new (not really new) business models around videogames. For example, don’t charge nothing to the gamers and be funded by advertising. "There are already people trying to experiment with free to play premium games with a very invasive in your face ad-funding model," he said. "And a lot of people are happy to sign up to it, and again that's completely down to customer choice. But where we're involved, being contextual and very sensitively integrated, it will always be that way."
What’s your opinion around this subject?
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