In-Game Advertising Market - Advertising and Video Game, 2009-2013
IDATE, November 2009, Pages: 50
In-Game Advertising, or IGA, is a fast-growing market that is expected to increase from 716 million euros globally in 2009 to 1.4 billion euros in 2013. This report, which provides a detailed view of how the market is structured and the strategies being employed by the players, sheds new light on the market's promising outlook, its inherent challenges and the medium-term growth levers.
Key questions
- What momentum for the different market segments: In-Game, Around-Game Advertising and Advergames?
- How can advertising adapt to the immersive and interactive nature of video games?
- Are the tools used for measuring in-game advertising efficient?
- Are gamer profiles and their consumption of digital entertainment growth levers for in-game advertising?
- How do gamers view the arrival of in-game advertising?
- What are the issues for the stakeholders: advertisers, in-game advertising companies, publishers, platform manufacturers, developers, technology providers, etc.?
> In-game advertising market forecasts up to 2013, by platform (home console, handheld console), PC (offline and online) and mobile phone.
1. Executive Summary
1.1. Marked growth in the world in-game advertising market
1.2. Online gaming, leading in-game advertising segment
1.3. Types of in-game advertising
1.4. Internet connection, an IGA lever
1.5. The need for viable tools for measuring the impact of IGA
1.6. In- and around-game advertising value chain
1.7. Player specialisation by platform
1.8. IGA business models
1.9. IGA medium-term issues
1.10. In-game advertising: growth factors
2. Methodology
3. Market structure and key factors
3.1. Market overview
3.1.1. Television loses its audience to other media
3.1.2. Video games: an industry hit by fierce competition
3.1.3. In-game advertising, around-game advertising and advergames
3.1.4. Market segmentation
3.2. Product/service trends
3.2.1. In-game advertising formats and characteristics
3.2.2. Still mainly static multiplatform services
3.2.3. Internet connection, IGA lever
3.3. Usage: an expanding gamer population
3.3.1. Extremely diverse gamer profiles and usage
3.3.2. Casual vs. hard core gamers
3.3.3. Perception and effectiveness of IGA
3.4. Current market estimates
3.4.1. Video games: a thriving market
3.4.2. A decline in the world advertising market from 2009
3.4.3. In-game advertising a nascent market
3.5. Key factors
3.5.1. Key technologies
3.5.2. Regulatory environment
4. Players and strategies
4.1. Industry structure
4.1.1. Player profiles
4.1.2. Value chain
4.1.3. Competition structure
4.1.4. Business models
4.2. Key players
4.2.1. Summary table
4.3. IGA short-term issues
4.4. IGA growth enablers
4.5. IGA growth impediments
4.6. Keys to IGA success
5. Markets and forecasts
5.1. Growth factors and assumptions
5.1.1. Analysis of the factors for growth/change
5.1.2. Forecast hypotheses
5.2. Market forecasts
5.2.1. World IGA market
5.2.2. IGA market in North America
5.2.3. IGA market in the EMEA region
5.2.4. IGA market in Asia-Pacific
5.2.5. IGA market in Latin America
5.2.6. World IGA market by geographical region
Figures
Figure 1: In- and around-game advertising value chain
Figure 2: Impact of playing video games on other activities
Figure 3: Advertising in Second Life
Figure 4: Panasonic's Gyro Runner advergame (Inbox Digital, 2005)
Figure 5: Burger King's King Games trilogy (Blitz Games, 2006)
Figure 6: Advertising for Coca Cola
Figure 7: Advertising for Kraft Cheese Nips crisps
Figure 8: Trailer for the movie 300
Figure 9: Trailer broadcast between two levels
Figure 10: Promotion of the cartoon Chowder, on the Adventure Quest website
Figure 11: Pre Game advert for an Orange TV promotion
Figure 12: After-game advertising for the Spiderman 3 movie
Figure 13: Product placement in Worms 3D (Sega, 2003)
Figure 14: Sprint's sponsorship of HPwildgames
Figure 15: New Zool sweets (1992) sponsored by Chupa Chups
Figure 16: Adidas billboard in Fifa (1994)
Figure 17: A Jeep is inserted in the game Tomb Raider Legend (2006)
Figure 18: Subscribers paying for massively multiplayer games in Europe and the United States, 1997-2008 . 34
Figure 19: Proportion of gamers aged 18 and over in the United States, end-2007
Figure 20: Average duration of console game sessions, July 2007
Figure 21: Time Europeans spend playing per week, according to age (2008)
Figure 22: Time Europeans spend playing per week, according to nationality (2008)
Figure 23: Time Europeans spend playing per week, according to gender (2008)
Figure 24: Comparison of effective and total time spent on each medium, end-2007
Figure 25: Distribution of segments in the world video game market (2007-2009)
Figure 26: Distribution of the world video game market, by region (2007 and 2009)
Figure 27: Internet's influence throughout the world advertising market, 2005-2009
Figure 28: World market for in-game advertising spending, 2006-2008
Figure 29: Advergame market in the United States, 2003-2008
Figure 30: IGA Worldwide's Radial Network solution
Figure 31: IGA formats
Figure 32: Main ad market players
Figure 33: In- and around-game advertising value chain
Figure 34: Advergame value chain
Figure 35: Worldwide Game Advertising Spending Evolution
Figure 36: Worldwide Game Advertising Spending Part per Device (%)
Figure 37: North America Game Advertising Spending Evolution
Figure 38: North America Game Advertising Spending Part per Device (%)
Figure 39: EMEA Game Advertising Spending Evolution
Figure 40: EMEA Game Advertising Spending Part per Device (%)
Figure 41: Asia Pacific Game Advertising Spending Evolution
Figure 42: Asia Pacific Game Advertising Spending Part Evolution per Device (%)
Figure 43: Latin America Game Advertising Spending Evolution
Figure 44: Latin America Game Advertising Spending Part per Device (%)
Tables
Table 1: Worldwide Game Advertising Spending
Table 2: Worldwide Game Advertising Spending per device
Table 3: Individual TV viewing time in the United States, 2004-2007
Table 4: Individual TV viewing time in Japan, 2004-2007
Table 5: Individual TV viewing time in France, 2004-2007
Table 6: Individual TV viewing time in the United Kingdom, 2004-2007
Table 7: Proportion of exclusive consumption of a media during an average day at home
Table 8: In-game advertising formats
Table 9: Combined sales of Internet-ready consoles in January 2009
Table 10: Visits to casual games sites in May 2007
Table 11: Number of paying subscribers per service, end-2008
Table 12: Frequency of teenage game sessions in the United States, end-2007
Table 13: Frequency of adult game sessions in the United States, end-2007
Table 14: Comparison of characteristics of traditional and casual games
Table 15: Park Associates' seven categories of gamers
Table 16: Changes in the world video game market, by segment
Table 17: Sales for the video game software market, by region (2007-2009)
Table 18: World advertising market, by media (2005-2009)
Table 19: Online advertising market, by region (2005-2009)
Table 20: IGA market estimates
Table 21: Segments in which game advertising companies are active
Table 22: In-game advertising companies, publishing partners and game portfolios
Table 23: Examples of players, by platform
Table 24: Top in-game advertising companies
Table 25: Worldwide Game Advertising Spending
Table 26: Worldwide Game Advertising Spending per device
Table 27: North America Game Advertising Spending
Table 28: North America Game Advertising Spending per Device
Table 29: EMEA Game Advertising Spending (EUR Millions)
Table 30: EMEA Game Advertising Spending per Device
Table 31: Asia Pacific Game Advertising Spending
Table 32: Asia Pacific Game Advertising Spending per Device
Table 33: Latin America Game Advertising Spending
Table 34: Latin America Game Advertising Spending per Device (EUR Millions)
Table 35: Worldwide Game Advertising Spending per Region
Table 36: Home Console Worldwide Game Advertising Spending per Region
Table 37: Handheld Console Worldwide Game Advertising Spending per Region
Table 38: Offline computer Worldwide Game Advertising Spending per Region
Table 39: Online Worldwide Game Advertising Spending per Region
Table 40: Mobile Worldwide Game Advertising Spending per Region
Actors analysed
- Blockdot
- Double Fusion
- Google / Adscape Media
- Greystripe
- IGA Worldwide
- Jogo Media
- Massive Incorporated
- Neo Edge
- Onlive Gaikai
- SL Business Directory
- WildTangent
- Yahoo
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