In-Game Advertising

April 17th, 2012

Marketers will spend upwards of $271 million on social game ads this year, and in less than three years, analysts expect mobile game ad spending to reach nearly $900 million annually. When it comes to brands, budgets and games on laptops, mobile devices and connected consoles, the stakes are high. Paul Gunning, CEO of Tribal DDB Worldwide, led a discussion at Ad:Tech San Francisco with Zynga, Electronic Arts and Microsoft. He spoke with the titans of gaming about how they are shaping social, mobile and connected console advertising from the old method of in-game banners to new innovations, rising trends and technologies.

Game mechanics have infiltrated all forms of advertising, from check-in based coupons, to loyalty programs that reward shoppers with points, to branded virtual games that let moms dress up their avatars like the Real Housewives of Orange County. The buzzword for this is “gamification,” and companies are now focused on making their offerings more ad-friendly. This makes three of the biggest names in gaming – Zynga, Electronic Arts and Microsoft – three of the most powerful companies in digital advertising today.

Zynga wants to make everything social – not just Facebook games. EA has dominated the console market, but is pushing steadily into mobile and social gaming, and Microsoft is transforming the Xbox 360 console into a full-fledged content and advertising platform.

In the video you’ll get a glimpse into the advertising innovations currently being developed by each company, details on how they’re pushing into each other’s respective markets, and in a Q&A led by Tribal DDB Worldwide CEO Paul Gunning, you’ll see what opportunities currently exist for advertising mobile, social and connected-console game platforms.


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