Electronic Gaming in the Digital Home: Game Advertising
Parks Associates, June 2007
Electronic Gaming in the Digital Home: Game Advertising paints a complete picture of the fledging game advertising industry. The report includes analysis and forecast for different game advertising models, including SIGA, DIGA, display, advergames, game tournament, and virtual worlds. It also provides profiles of 26 key players in the game advertising industry and comprehensive consumer perspectives.
“With an average monthly household expenditure of less than half a dollar in 2006, compared to $37 for broadcast TV, electronic gaming represents a seriously under-leveraged advertising medium,” said Yuanzhe (Michael) Cai, Director of Broadband and Gaming at Parks Associates. “Nevertheless, if executed in the right way, game advertising can provide a win-win solution for advertisers, game developers and publishers, console manufacturers, game portals, and even gamers.”
The Bottom Line
1.0 Notes on Methodology
2.0 Game Advertising: an Overview
2.1 What is “Game Advertising”
2.2 Key Terminology Explained
3.0 Game Advertising: Industry Domain Analysis
3.1 An Overview of the Game Advertising Value Chain
3.2 Game Advertising Business Models
3.3 Key Constituents and Respective Industry Trends
3.3.1 Advertisers: Looking for the Lost Eyeballs
3.3.2 Ad Agencies: Path toward Digitization
3.3.3 Developers and Publishers: Business Model Diversification
3.3.4 Console Manufacturers: beyond Games
3.3.5 Online Gaming Portals: Solving the 98% Problem
3.3.6 Game Advertising Solution Providers: a Land Grab
3.4 Industry Drivers and Inhibitors
3.4.1 Key Drivers
The Growth of Online Gaming
The Popularity of Casual Gaming
Connected Game Consoles
3.4.2 Key Inhibitors
The Lack of a “Game Advertising Economy”
The Learning Curve
Platform Fragmentation
Lack of Industry Standard
Lack of Third-Party Auditing
4.0 Game Advertising: Methods and Solutions
4.1 Established Game Advertising Models
4.1.1 Advergames
4.1.2 Web Advertising
4.1.3 Static Insertion
4.2 The New Darling: Dynamic In-Game Advertising
4.2.1 DIGA in Retail Console and PC games
4.2.2 DIGA in Catalog Games
4.2.3 DIGA in Casual Games
4.3 Alternative Methods
4.3.1 Virtual World
4.3.2 Sponsored Game Play
4.3.3 Game Tournament
4.4 Comparing Different Models
5.0 Zooming in on Dynamic In-Game Advertising
5.1 A Look under the Hood
5.1.1 Key Technology Components
5.1.2 Target Audience
5.1.3 Target Platforms
5.1.4 Ad Formats
5.1.5 Inventory Availability
5.1.6 Revenue Share
5.1.7 Ad-buy process
5.2 Competitive Analysis of In-Game Advertising Solution Providers
5.3 Moving beyond Impression
5.3.1 Product Placement and Plot Integration
5.3.2 Addressable and Transaction-based Advertising
5.4 Benefit for Game Publishers and Developers
5.5 The Importance of a Full-Service Approach
5.6 What Will the “Big Three” Do?
5.7 Mobile Game Advertising
6.0 Market Forecasts
6.1 Forecast Methodology
6.2 Detailed Forecast
7.0 Market Implications and Key Recommendations
Resource Book
1.0 Shifting Demographics of Gamers
2.0 Segmentation of Gamers
3.0 Adoption of Online Gaming
3.1 Growth of Online Gaming
3.2 Popular Online Gaming Services
3.3 A Comparison of Online Gamers
4.0 Analysis of Gamer Behaviors
4.1 Average Playtime and Session Length by Platform
4.2 Demographics of Gamers on Different Platforms
4.3 Social Gaming Behaviors
4.4 Online vs. Offline PC Gaming
4.5 Gaming Expenditure
4.6 Analysis of Game Genres
4.6.1 Popular Genres by Demographics
4.6.2 Gaming Hours of Various Genres on PC and Console
4.7 New vs. Old Games
5.0 Gamers’ Perceptions of Game Advertising
5.1 General Perceptions
5.2 Price Points of Ad-Supported Gaming Services & Add-on Features
5.3 Desired Discounts & Preferred Ad Formats
6.0 Profiles of In-Game Ad Networks and Consultancies
6.1 Adscape Media (Google)
6.2 Amobee Media Systems
6.3 Double Fusion
6.4 Engage In-Game Advertising
6.5 Greystripe, Inc.
6.6 IGA Worldwide
6.7 Massive Inc. (Microsoft)
6.8 InGameAd Interactive (China)
7.0 Profiles of Advertising Agencies
7.1 Ogilvy & Mather
7.2 Play/Denuo
8.0 Profiles of Game Portals & Publishers/Developers
8.1 AOL Games
8.2 Arkadium Games
8.3 Boonty S.A.
8.4 Fuel Industries
8.5 NeoEdge Networks
8.6 RealNetworks
8.7 Shockwave (Atoms Entertainment)
8.8 Skyworks Technologies
8.9 WildTangent
8.10 Yahoo! Games
9.0 Profiles of Console Makers
9.1 Microsoft Corporation
9.2 Nintendo Co.
9.3 Sony Corporation
10.0 Profiles of Game Ad Technology Providers
10.1 Eyeblaster
10.2 Exent Technologies
10.3 Trymedia (Macrovision)
Figures
The Bottom Line
An Overview of the Game Advertising Value Chain
Game Advertising Business Models
Daily Hours Spent on TV, Web, and Gaming (among All Internet Users, 18-34 Male, and 35-54 Female)
Ad Spending per Household/Month: by Media
Percentage of Budget Planned for Various Forms of Emerging Media
Game Consoles Not Just About Games
Number of PC Gaming Hours per Month: Online vs. Offline (Q2/06)
Casual Game Genres Played by Gender and Age
Number of Xbox Live! Subscribers
How Is an Impression Counted
Summary of Advergames Developers
Top Ten Casual Game Portals (April 2007)
Time Spent on Playing New. vs. Old Games
Key Providers of Virtual World Marketing Solutions
Summary of Leading Virtual Worlds
Major Game Tournaments
The Game Advertising Continuum: a Comparison
DIGA Technology Illustration
Game Genres Played by Gender and Age: FPS, Sports, Action/Adventure, and Driving
Popular Games on Xbox/Xbox 360 and PC
How Is Revenue Shared
DIGA Solution Providers: a Detailed Comparison
Breaking Down the Cost of a Console Game
Full-Service Shop Approach
The Six Pillars of Sony PlayStation Network
Mobile Game Advertising Solution Providers
U.S. Forecast of Total Game Advertising Revenue (2006-2012)
Detailed Breakdown of Forecast Numbers
Comparison of CAGR by Type of Game Advertising (2006-2012)
Resource Book
Trends in PC Gamer Demographics 2004-2007
Trends in Console Gamer Demographics 2006-2007 by Age & Gender
Trends in Online Gamer Demographics 2004-2007 by Age & Gender
Trends in Console Gamer Demographics 2006-2007 by Education
Trends in Online Gamer Demographics 2004-2007 by Education
Percentage of Various Gamer Groups
Estimated Number of Households with Gamers from Different Segments
Ranking of Motivation, Time, and Money Spent
Retail Gaming Revenue by Gamer Groups
Percentage of Frequent Online Gamers (At Least Weekly)
Online Gaming Services
Using Online Gaming Services
Popular Online Multiplayer Games
Popular Online Multiplayer Games: by Age & Gender
Online Game Spenders by Gender
Online Game Spenders by Age
Mean Hours Spent on Gaming Device
Average Game Session Length
Gaming Time Allocation by Platform: Male vs. Female
Number of PC Gaming Sessions per Month: by Age and Gender
Number of Console Gaming Sessions per Month: by Age and Gender
Number of Gaming Sessions on a Mobile Phone: by Age and Gender
How Do Different Gamer Groups Allocate Gaming Time
Social Gaming Habits of Teens
Social Gaming Habits of Adults
Gaming with Child
Number of PC Gaming Sessions per Month: Online vs. Offline
Number of PC Gaming Hours per Month: Online vs. Offline by Age &
PC Gaming Session Length per Month: Online vs. Offline
PC Gaming Session Length per Month Online vs. Offline
Gaming Budget Allocation
Monthly Expenditure on Gaming
PC Gaming Under-monetized Compared to Console Gaming
Monthly Expenditure on Computer Games by Age and Gender
Monthly Expenditure on Console Games by Age and Gender
Monthly Expenditure on Online Games
Types of Games Played Personally
Casual Game Genres Played by Gender & Age
Game Genres Played by Gender & Age: Kids, Dancing/Singing
Game Genres Played by Gender & Age: FPS/Sports/Action/Driving
Game Genres Played by Gender & Age: RPG, Simulation, Strategy
Game Genres Played by Gender & Age: Advergaming
Average Number of Hours Playing PC Games
Average Number of Hours Playing Console Games
Time Spent on Playing New vs. Old Games
Average Time Spent Playing New vs. Old Games by Age
Average Time Spent Playing New vs. Old Games by Gender
Average Time Spent Playing New vs. Old Games by Segment
Perception of In-Game Advertising
Power Gamers Have Strong Opinions about Game Advertising
Perception of In-Game Ads Always Having Negative Impacts: by Gender and
Opinion about Seeing In-Game Ads to Win Prizes: by Gender and Age
Opinion about Seeing In-Game Ads if it Helps Reduce Cost
Opinion about Seeing In-Game Ads if it Helps Enhance Game Play
Interest in Subscribing to a Game Service Featuring in-Game Ads at Various Price Points
Price Sensitivity toward Game Services with Ads
Appeal of Free Ad-Supported Gaming Service
Interest in Games Featuring In-Game Ads and Special Features
Interest in Extra Features in a Game with In-Game Ads: Gender Difference
Desired Discount for Games with In-Game Ads
Discount Expected for Games with Ads: by Age and Gender
Perception of Different Types of Ad Insertion
Least Intrusive Approach of Ad Insertion: by Age and Gender
Double Fusion Publisher Partners and Game Titles
Double Fusion Milestones
Engage Milestones
Greystripe Milestones
IGA Worldwide Publisher Partners and Game Titles
IGA Worldwide Milestones
Massive Milestones
Massive Publisher Partners and Advertisers
Arkadium Casual Game Publisher Partners and Selected Titles
Arkadium Milestones
Boonty Milestones
Fuel Industries’ Casual Game Publisher Partners and Selected Titles
Neoedge Casual Game Publisher Partners and Selected Titles
Neoedge Milestones
Real Networks Milestones
Shockwave Milestones
Skyworks Milestones
WildTangent Milestones
Yahoo! Games Milestones
Xbox and Xbox 360 Units Sold
Number of Xbox Live! Subscribers
Microsoft Game Advertising Platforms and Divisions
Nintendo GameCube Units Sold Worldwide
Nintendo Wii Units Sold Worldwide
PlayStation 2 Units Shipped Worldwide
PlayStation 3 Units Shipped Worldwide
Eyeblaster Milestones
Exent Publisher Partner and Game Titles
Exent Milestones
Trymedia Milestones
Adscape Media (Google)
Amobee Media Systems
Double Fusion
Greystripe, Inc.
IGA Worldwide
Massive Inc. (Microsoft)
InGameAd Interactive (China)
Ogilvy & Mather
Play/Denuo
AOL Games
Arkadium Games
Boonty S.A.
Fuel Industries
NeoEdge Networks
RealNetworks
Shockwave (Atoms Entertainment)
Skyworks Technologies
WildTangent
Yahoo! Games
Microsoft Corporation
Nintendo Co.
Sony Corporation
Eyeblaster
Exent Technologies
Trymedia (Macrovision)
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