advertising in the gaming world

Advertising in the Gaming World: Advertising in the Gaming World: Eduardo Arregocés -2006-Eduardo Arregocés -2006-

““Advertising in the Advertising in the Gaming World”Gaming World”

Eduardo ArregocésEduardo Arregocés

-2006--2006-


Advertising in the Gaming WorldAdvertising in the Gaming World

• Video games are a new element of media much more interactive than that of Cinema

• Games and gamers might alter the future of marketing.

• Since 2008 games will eclipse music and be the world's 2nd most popular form of entertainment. (PWC)

• It hits mainstream and it’s not just for teenagers anymore.


Advertising OportunitiesAdvertising Oportunities

• Dynamic Ad Placement

• Product Placement

• Situation or Plot Placement

• Sponsorships

• Advergaming

• Around Game Advertising


Video game technology is already Video game technology is already in the hands of consumersin the hands of consumers

• Console Systems

• Pc Systems

• Handheld Systems

• Mobile Systems


Gaming LandscapeGaming Landscape

• Hardcore– Men: 68% - Women: 32% – Median age: 26 – Dedicated time per day: more than an hour. – Only 38% of gamers are under 18.

• Casual/Internet– Men: 50% - Women: 50% – Median age: 36 – Dedicated time per day: 10-15 minutes. – 53% of gamers also play in their mobile phones.

• Mobile/PDA– Men: 36% - Women: 64%– Median age 31


Games are rated just like moviesGames are rated just like movies


How Powerful of a trend is it?How Powerful of a trend is it?

Nowadays•Gaming industry turnover 27.000 million $ (Mediaedge:cia)

•110 million players worldwide (Comunicar)

Estimations for 2009• Gaming industry revenues: 54.600 million $ (Mediaedge:cia)

• In-game advertising Investment: 562 million $ (Comunicar)


Of what value is it to know more Of what value is it to know more about about it?it?

• “Videogame industry + interactive marketing = enormous opportunity”.

• In-game advertising can form a positive connection between the brand and the consumer.

• Immersion: Unlike passive TV viewers.

• Realism: adverts improve the quality of the game.

• Sociable: mouth to mouth

• 87% of users remember brands that they have seen playing games (Nielsen).


Of What value is to know more about Of What value is to know more about it?it?

• Advertising media is saturated

A solution is needed

• Why not invest in…In-game In-game advertising?advertising?


Who Is making money at it?Who Is making money at it?

• Gaming companies had to pay brands for the rights to use them in the past. Things are different now.

• The question is not whether gaming is a growing industry with a dedicated audience, but how to target these players.

• The transition to the next generation of game consoles will have a lot of impact about it.


Where can I find out more about Where can I find out more about it?it?

“The Gaming Evolution Comes to SF/BIG” Emma Brownell http://www.imediaconnection.com/content/6901.asp October 05, 2005

“El mercado se acerca a los $ 4.000 millones anuales” Miguel Angel Fuks http://rionegro.com.ar/diario/economico/2006/11/19/4198.php

“Wikipedia” http://es.wikipedia.org/wiki/Industria_de_los_videojuegos

“Los vidiojuegos mueven 73 millones de Euros en publicidad” http://www.marketingdirecto.com/noticias/noticia.php?idnoticia=18140

“The Gaming Evolution Comes to SF/BIG” http://www.imediaconnection.com/content/6901.asp

“Interactive Digital Software Association” www.idsa.com

“Retailer Opens Outpost in Second Life” http://www.micropersuasion.com/advergaming/index.html


Thanks…Thanks…

Any Question?Any Question?

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