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In-Game Advertising Poised for Explosive Growth
bart_scriv writes "A new study from Yankee Group predicts a fivefold increase in the in-game advertising market over the next four years. The market, which grew from $34 million in 2004 to $56 million in 2005, is expected to reach $732 million by 2010. Although in-game advertising is currently controlled by a small number of independent networks (IGA, Massive, etc.), the study suggests that the larger game companies will eventually dominate the market by bringing ad serving in-house."
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I actually like seeing real life ads in games, games like SWAT4 with real movie posters or real coke machine makes it much more realistic IMO. But then of course it will get annoying if it's too intrusive, like flyers/posters everywhere on the wall and floor. On another note, I found it interesting that in SWAT4, most of the computers in the game are destructible, while the one with ads on the screen are indestructible.
It'd be interesting to see them try to sneak an ad for Coca-Cola or whatever into something like Oblivion. ;)
I don't see how they could advertise many products in a fantasy setting. It'd ruin the immersion. Unless they have Ye Olde Coca-Cola ale for sale in a tavern or something... But even then, someone would doubtless quickly mod the game to replace it with something non fourth-wall breaking.
" I'm not a big fan of the GTA series, but I've been around people who were, and listening to the parodies of actual radio advertisement and seeing the parodies of billboards was a clever and fun way to make the game world more interesting. "
Funny you should mention that because one of the most lauded features of Vice City was the use of real songs in the sound track. One of the other laudable features was just how similar to the cities they were portraying the levels were. GTA is one of those games that I think would have benefitted from in-game advertising. Just another step closer to being in the game. Then again, I'm talking about the soda machines advertising Sprite, not CJ stopping to pump up his Reebok shoes.
"1. The only advertisement that will really continue to flourish are the sorts of things that make it to the Super Bowl commercials, which is to say that they'll actually be entertaining."
This is a diverse market. One has to be careful about using the word 'only' when making generalizations like this. It's difficult to picture something like Google's text ads going anywhere any-time soon for the simple reason that they're relevent and the message is short and clear.
"2. "Advertising" as an industry will basically keel over and die, because products will eventually reach a point at which they will stand or fall on their own merits. The internet means that the exchange of information is certainly possible; all that remains is for people to realize that 99% of advertisement has nothing to do with the product and everything to do with making as much noise to get as much attention (negative OR positive) as possible."
VERY unlikely. Sure, you can go looking for stuff on the internet. Sure, you can go find it and read reviews. Fine, great, perfect. The problem is that there is SO MUCH STUFF to go out and buy that there will ALWAYS be a market for advertising. All an advertisement has to do is make you aware that a product exists. That's it. The work is done. When it's time for you to solve a problem that a particular product can solve, you'll remember it and look it up. This will not go away.
"I just buy what I want (or need) and any advertisement aimed at me beyond the introduction of new products is doomed to failure."
I find that rather unlikely. It is inevitable that you are going to find yourself with a problem that a commercial product can solve. Maybe it's a clogged drain. Maybe it's a new video card. Maybe it's dinner time. You're going to call up a list of solutions, and gee golly gosh, an advertised product is going to pop into your mind. Sure you'll do your omework on it. Sure you'll read 'honest' reviews. Sure you'll search for the best deal, as opposed to buying it at Circuit City where it was advertised. Doesn't matter. Advertising still made you aware of it.
Advertising isn't going anywhere. As long as there are products to sell, there'll be advertisements backing them up. The mode of advertisement might change (i.e. pop-ups, pop-unders, pop-reacharounds...), but the industry isn't doomed to death.
In other news, I'm going to put on my Nostradamus hat and predict that with the explosion in blogging lately, we'll see more companies offering referall rewards to people who write reviews of their products. I also see the demise of that system happening a year or two later.
"I like to lick butts!" by MobileTatsu-NJG (#32700246) (Score:5, Informative)
I think "explosive growth" means logos and adverts during loading times and the like. If there's one thing we can count on, it's corporate greed.