This report analyses the emerging in-game advertising sector. It includes analysis of the dynamic games advertising value chain, in-depth profiles of the major games advertising operators, forecasts brand spending and reveals the results of a survey of GroupM's digital planners.
Despite recent revelations that Microsoft-owned in-game advertiser Massive Inc has shed its full-time workforce by 28 per cent, a new study believes that the modern marketing practice is set for serious investment.
In fact, in-game advertising investment is estimated to total over $1bn by 2014.
In this new report – In-Game Advertising: Market Assessment and Forecasts to 2014 – the report states that the game sector's growing audience will make it 'impossible for brands to ignore'.
The group added that 'a combination of audience media habits and the unique advantages of dynamic in-game advertising' will drive this spending spree. It is estimated that by 2014 dynamic in-game ads will represent about 1.5 per cent of all global spending on digital advertising.
'Dynamic in-game advertising offers brands the same accountability as other digital platforms but in a more controlled environment than social display media and through a more standardised value chain than mobile advertising,' said Screen Digest Senior Analyst for Advertising, Vincent Letang.
