Tag Archives: game advertising

Diversity of advertiser solutions means online offers something for everyone

Online advertising in the UK continues to grow, this time to just under £2 billion for the first half of 2010. Exciting, but this growth isn’t the real story. The most interesting thing is that the latest IAB / PwC figures show that digital advertising offers the advertiser a really broad range of advertising solutions – meaning that it can accommodate the needs and objectives of any marketing campaign – from direct response to brand building.

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Facts about Advertising Using Games

Last night we held an interactive showcase for advertising using games platforms like consoles, mobiles, iPads and online social games. Plus exclusive hands on time with Sony’s 3D gaming and Move motion control.

It was to launch the formation of our Games Steering Group (DoubleFusion, IGA Worldwide, IGN.com, EA, Microsoft, Sony PlayStation) and I created a short factsheet of some available gaming stats to handout. The contents of which are below. Hopefully they will be of use to a few BrandRepublic readers…

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Time to play

If you don’t play games, you may not know that this week holds the biggest blockbuster release for years – yep, even bigger than Avatar – Red Dead Redemption. It’s a Western for the Playstation 3 and Xbox 360 built by the geniuses at Rockstar Games, responsible for the Grand Theft Auto series.

Whether you like games or not, if you’re an advertiser I would strongly recommend you take note because while you can’t advertise in this particular game a huge tidal wave of people are now playing more games more often. According to DoubleFusion, a 2009 survey showed 73% of the UK population has played video games (source: National Gamers Survey, TNS & GameIndustry UK).

With the advent of social, mobile and online gaming EA are reporting that the number of women playing video games in the last 12 months (ages 25-29 yrs) has increased 17%. For 15-19 year olds, this number has increased by 15%. It’s not just big blockbuster games either, it’s the casual ‘dip in and out’ online games like Mini Clip and Playfish that are causing a major shift.

All of these stats have resulted in companies like P&G, T-Mobile, The Discovery Channel, Orange and many more using games for advertising. I was particularly encouraged by the announcement in last week’s NMA by Channel 4 that their education department is investing heavily in online and console gaming.

Increased audience is a compelling story, but what I’d really like everyone to understand is that people enjoy playing games, and when we play our attention is incredibly focussed. If you can get involved in the creation of games yourselves – in the right way – you can help position your brand at the heart of this attention and enjoyment.

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A is for Advergame; B is for Banner…

Children today are growing up in a digital society. They will never know what it was like living in a world without the internet or mobile devices. They are digital savvy and their distinction between offline and online worlds increasingly blurs by the day. But being media savvy is not the same as being media literate.

 

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Game Changer

Er, did we all just miss something phenomenal? Hold your thoughts on iPhones and Twitter for a second, a number of the biggest leaps in media and technology in 2009 happened this month and it’s tied to one thing: gaming. Let’s recap for a second…

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Adverts around Computer Games

If it wasn’t already abundantly clear, I’m a technology addict. I’ve had a Wii and Xbox 360 for a couple of years now, and last week I was given a Playstation 3 for my birthday. I’m not the only person that loves games, millions of people spend hours every week playing them. Hours that are therefore taken away from online, watching TV, reading magazines, cinema etc etc. Traditionally these platforms haven’t been heavily used as an advertising platform but that has changed. While playing the Playstation 3, I came across a couple of interesting uses of computer games for advertising.

First was in the game WipEout HD which has short dynamic video adverts that play during the loading screens (dodgy, blurred photo below). I know this is nothing new and many other games do this, but this was the first time I’d seen them. I was particularly struck at how engaged I was during this 10 sec loading screen ad – it’s not like I can leave to make a cup of tea in that time, I have to sit and watch. Shame the only ad I’ve seen so far has been for the DVD of “Rocky Balboa”. Still…

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