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In-game advertising

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In-game advertising[2] (IGA) is a modern marketing technique that integrates ads into video games. There are three main types of IGA: static, dynamic, and online-only game advertising. Static IGA is unchangeable after the game is programmed, allowing players to interact with virtual ads, as seen in games like Splinter Cell. Meanwhile, dynamic IGA thrives on Internet[3] connectivity, facilitating real-time ad updates and performance tracking, as exemplified by Barack Obama’s Xbox game campaign. Lastly, online-only game advertising relies on ad revenue and in-game transactions in freemium and pay-to-play games. Despite mixed reactions, the advertising industry[1] acknowledges IGA’s effectiveness, especially in reaching young males. However, concerns remain about integrating IGA without alienating players. Various studies have been conducted to analyze IGA’s impact on player behavior and brand[4] recall, though results vary.

Terms definitions
1. advertising industry.
1 The advertising industry is a sector that specializes in creating, planning, and handling promotional and advertising activities. This industry includes various trade associations such as the Advertising Association, which represents UK-based agencies, and the American Advertising Federation and Association of National Advertisers that represent US-based agencies and companies. There's also an international body, the International Advertising Association (IAA). The industry utilizes programs like AdChoices, Google Ads, and Microsoft Advertising to execute their activities. References for further reading include Advertising-Vault.com, Vault, MAGNA ADVERTISING FORECASTS WINTER UPDATE, and IAA Global. The industry is versatile and can work with various sectors including agriculture, natural and biotic sectors, and numerous types of farming.
2 The main entity in this text is the advertising industry. The advertising industry is a global business sector dedicated to creating, planning, and handling advertisements for its clients. It includes numerous trade associations like the Advertising Association in the UK, the American Advertising Federation in the US, and the Association of National Advertisers. These bodies represent various advertising and marketing agencies, offering support and guidance. The industry also uses programs such as AdChoices, Google Ads, and Microsoft Advertising to help businesses reach their target audiences. Additionally, it covers various industries including agriculture, natural sector, and biotic. There are references available, such as Advertising-Vault.com and MAGNA ADVERTISING FORECASTS, for anyone interested to learn more about the advertising industry.
2. advertising. Advertising is a form of communication used to inform or persuade an audience, often with the goal of selling a product or service. Its history dates back to ancient civilizations, where Egyptians used papyrus for sales messages, and wall paintings were used in ancient Asia, Africa, and South America for promotional purposes. The medium evolved over time, from print in newspapers to audio-visual and digital mediums, with the rise of mass media and technological advancements. Advertising strategies can vary, aiming to raise awareness or drive sales, and can target different audiences on a local, national, or global scale. Various methods include print, radio, web banners, and television ads, among others. New trends have emerged in the advertising business models, like guerrilla marketing and interactive ads. The role of women in advertising has also been notable, with their insights being valued due to their purchasing power.

In-game advertising (IGA) is advertising in electronic games. IGA differs from advergames, which refers to games specifically made to advertise a product. The IGA industry is large and growing.

In-game advertising generated $34 million in 2004, $56 million in 2005, $80 million in 2006, and $295 million in 2007. In 2009, spending on IGA was estimated to reach $699 million USD, $1 billion by 2014 and according to Forbes is anticipated to grow to $7.2 billion by 2016.

The earliest known IGA was the 1978 computer game Adventureland, which inserted a self-promotional advertisement for its next game, Pirate Adventure.

IGA can be integrated into the game either through a display in the background, such as an in-game billboard or a commercial during the pause created when a game loads, or highly integrated within the game so that the advertised product is necessary to complete part of the game or is featured prominently within cutscenes. Due to the custom programming required, dynamic advertising is usually presented in the background; static advertisements can appear as either. One of the advantages of IGA over traditional advertisements is that consumers are less likely to multitask with other media while playing a game, however, some attention is still divided between the gameplay, controls, and the advertisement.

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