IABUK : Download: Advertising and Games
At least 20.1 million people in the UK regularly play games across various platforms for hours on end each week (GameVision 2010). Uniquely, when we play a game our attention is focused solely on that media because to be distracted is to lose. Consequently 72% of gamers recall ads they’ve seen for brands in-game (Microsoft 2009). For advertisers, gaming is a medium that delivers outstanding, industry beating results - something every brand should want to be part of.
With a wealth of advertising options across games consoles, on the internet and on mobile, brands are now spoilt for choice. Creative executions include Dynamic In-Game Adverts, Fixed Product Placement, rich media ads around online social/casual games and gaming websites, re-skinning existing games and even creating your own.
This book, compiled by the IAB Games Steering Group - a committee of senior gaming experts - is an introduction to the games advertising planning and buying process. Whether you’re looking to run your fi rst campaign using games or you’ve run many before, this book will help you engage with consumers using what has arguably already become the world’s most exciting entertainment medium.
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