Regular readers of
Marketing Blurb already know that advertisers anxious to reach Gen X and Y males using in-game advertising, primarily as a branding vehicle. While gamers chase terrorists or aliens through urban landscapes, they often encounter branded pop machines, fast food restaurants and easily-recognized autos. But these in-game product placements are static, meaning they are programmed as fixed
elements of the game. But now that many gamers are turning online, Electronic Arts has decided to offer advertisers the option to include dynamic advertising within their games. The technology is possible from an EA partnership with Massive, the in-game ad network owned by Microsoft, and IGA Worldwide. Beginning this fall, EA titles will offer the dynamic advertising option for a limited selection of Xbox and PC titles. According to Yankee Group, in-game ad revenue generated about $55 million in 2005 and could balloon to $730 million by 2010.
Marketing Blurb thinks this is promising venue, and we look forward to blasting a few aliens. You can learn more from
Advertising Age (free registration required.)
Photo Credit: Electronic Arts
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