Looking for a new, innovative way to reach your target audience and increase brand awareness? In-game advertising may be the answer.
According to a Nielson Interactive Entertainment study conducted in the fall of 2005, television viewership among men ages 18-34 has declined 12 percent, while this same audience spent 20 percent more time with video games. As a result, this highly elusive male demographic has become increasingly difficult to reach, especially through traditional advertising mediums. With market segments turning from traditional media to new forms of electronic entertainment, its time for brands to get in the game literally if they want to continue capturing audience share.
Unlike television viewers, which tend to be more passive, video game players are focused and actively involved in the gaming experience. Constantly alert and responsive to every element on the screen, gamers are an intensely captive audience. Unlike television advertising, which is often dismissed or ignored by the audience, in-game advertising can actually enhance the realism of the game play, thereby creating a positive connection between brands and...
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