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Game publishers have been inserting advertisements into video games almost since games were first developed. But what began as static in-game product placements such as billboards advertising a publisher's upcoming title in the 1970s has become a much more sophisticated marketing tactic -- and a potentially lucrative revenue stream. "The medium's been growing for about six years now, and both Microsoft and Google have bought companies in this space -- Massive and Adscape, respectively," Andrew Frank, a Gartner Research analyst, told the E-Commerce Times.
The opportunities that in-game advertising brings to both brand owners and games developers are clearly immense. However, the real potential lies beyond just generating brand awareness. Given the immersive nature of games (and the web as a whole) advertisers should look for opportunities to serve useful applications to consumers (read: windows to sell for the brand owner) rather than serving static ads whose effectiveness is difficult to measure. http://www.gettailgate.com/en/benefits.aspx
