In-Game Advertising Defined

In-game advertising (IGA) refers to the use of computer and video games as a medium in which to deliver advertising. There are several different types of in-game advertising: static in-game advertising, dynamic in-game advertising (2D, 3D, interactive, and full motion ads), online presence and incidental advertisement.

The majority of in-game advertising you see today are all Dynamic. Dynamic advertisements can be altered remotely by the advertising agencies. Advertisements can be changed according to geographical location or time of day, allowing for the delivery of time-critical advertising campaigns, such as those publicizing a movie launch. Information can be retrieved from the gamer’s machine regarding advertisement performance. Data such as time spent looking at advertisements, type of advertisement and viewing angle may be used to better formulate future campaigns and also allows the advertising agency to offer more flexible advertising campaigns to their clients. In October 2008, billboard ads featuring then US Democratic Presidential candidate
Barack Obama appeared in the game Burnout Paradise, which was first released in January. Electronic Arts, the game's publisher confirmed that the Obama campaign paid for the advertisements, making it the first time that a US presidential candidate has bought in-game advertising.

· 75% of video Gamers are playing socially
· The gaming market was worth 6.4 billion dollars in 2008 compared to the 6.3 billion dollars for music and video combined.
· Average exposure of an advertisement 8.4 seconds
· Gamers play and average of 8 to 12.5 hours per week
· 90% of Gamers recalled brands they had been exposed to through in game ads.
· IGA’s Network reaches over 30 million users worldwide.
· The global in-game advertising market is expected to reach 2 billion dollars by 2012.
· 70% of gamers perceived brands as an innovative if advertising in-game.
· 84% of gamers feel contextual ads fit the games.