It’s Time for Marketers “To Get in the Game!”

Gaming (In-Game Advertising) refers to the use of computer and video games as a medium in which to deliver advertising. Gaming is one of the fastest growing global entertainment forms and presents unique marketing opportunities for brands targeting hard to reach consumers – specifically young adult males 18-34 and females who make up 30% of gamers. The latest developments in video game hardware and software deliver truly unique, ultra-immersive entertainment experiences and are the ultimate way to connect with a large audience that is highly engaged and can be targeted to meet your needs.

Hundreds of advertising firms have been created or have switched their focus to accommodate this highly sought-after type of advertising. In 2002, Massive Incorporated, a subsidiary of Microsoft, was formed to develop in-game advertising. Massive’s website touts them as a “pioneer in new media” who has developed a leading video game network. Massive offers great examples of different ways to advertise through gaming on their website. According to Massive, in 2005, spending on in-game advertising was $56 million (USD), and they expect this figure to grow to $1.8 billion by 2010.



IGA Worldwide, another prominent developer in this new form of advertising, says “70% of advertisers state that contextual advertising makes games more relevant,” and “one billion eyeball hours can be generated by a top-selling game.” IGA predicts this fastest growing entertainment sector to be a $2 billion industry by the end of the decade.

Still another leader in this industry, NeoEdge Networks’ chairman Nolan Bushnell founded the Atari Corporation in 1971 and is often referred to as the “Father of the Video Game industry.”