Five Challenges for In-Game Ads

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raz0red
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Five Challenges for In-Game Ads

Post by raz0red » Mon Jun 12, 2006 5:14 pm

http://www.next-gen.biz/index.php?optio ... 1&Itemid=2

During the GDC, there was a Focus on Game Advertising Summit. In it, Kevin Browne (Microsoft) stated five traits of in game advertising that need to change for it to reach its full potential.
(The Ideal : The Reality)

1. Dynamic and Flexible : Mostly static advertising
2. Broad Reach : Requires unique integration title by title
3. Accountable : Effectiveness is only measured by sell-thru
4. Easy to Integrate : Game teams pushing back, resisting due to it being a lot of work to integrate
5. Agencies Drive Value : Agencies have a very limited role

...

Later in his keynote, Browne said, "We could double the size of our industry if we found the right [ad-driven] models. Is this going to happen? I don’t know.”
We hammered on this in a previous podcast, but it definitely looks like advertising is here to stay. My stance is still the same... I hate it... argh.

--Raz.

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