In-Game Advertising

Published by: IDATE

Published: Dec. 1, 2009 - 92 Pages

Table of Contents

1. EXECUTIVE SUMMARY

2. METHODOLOGY

3. IN-GAME ADVERTISING MARKET

3.1. Market overview

3.1.1. The shrinking TV audience

3.1.2. Video games: growing competition

The Apple ecosystem: iPhone/iPod + App Store

MMORPG on handheld devices

Dematerialised distribution

On-demand gaming platforms

Free2play: the success of dematerialisation

3.1.3. Definition of IGA

3.1.4. Advertising and video game segments

In-game advertising

Around-game advertising

Advergames

3.2. Product/service trends

3.2.1. IGA formats

Advergames

Dynamic advertising

Advertising inserted between levels

Game skinning

Advertising before the game starts

Advertising after the game is over

Product placement

Sponsoring

3.2.2. Still largely static multi-platform services

3.2.3. Internet connection, IGA lever

Assets of dynamic IGA

Internet-ready consoles becoming the rule

Casual gaming + Free-To-Play + Advertising: a winning trio

MMO games and persistent universes, a broad field for advertising to explore

3.3. Usage

3.3.1. Extremely diverse gamer profiles

In the United States and in Europe

3.3.2. Casual vs. hard core gamers

3.3.3. Effectiveness of IGA

3.4. Current market estimates

3.4.1. Video games: a thriving market

3.4.2. Advertising: lessons from the recession

3.4.3. In-game advertising: a nascent market

Global market: + 39% since 2006

Advergames: 30% annual growth

IGA: number one video game advertising segment

3.5. Key factors

3.5.1. Key technologies

"In-house solutions"

Contribution of standardised tools

IGA formats

3.5.2. Regulatory environment

4. PLAYERS & STRATEGIES

4.1. Industry structure

4.1.1. Player profiles

Advertisers

In-game advertising companies

Gaming platform providers

Marketing agencies

Game publishers

Developers

4.1.2. Value chain

Ad market players

In- and around-game advertising value chain

Advergame value chain

4.1.3. Competition structure

Player specialisation by platform

Entry barriers on certain platforms

4.1.4. Business models

Static advertising: one-shot agreement

Dynamic advertising: like an online ad broker

4.2. Key players

Profiles of the key players

4.3. IGA short-term issues

A segment unto itself

Converting gamers

Convincing advertisers

4.4. Growth enablers

4.5. Growth impediments

4.6. Keys to success

5. MARKETS & FORECASTS 2009-2013

5.1. Forecast hypotheses

5.2. Forecasts by geographical area

North America • Latin America

Asia-Pacific • EMEA • World

5.3. Forecasts by segment

Static advertising

Static advertising

5.4. Forecasts by platform

Home console

Handheld console

Computer, offline

Computer, online

Mobile phone

Abstract

In-Game Advertising, or IGA, is a fast-growing market that is expected to increase from 716 million euros globally in 2009 to 1.4 billion euros in 2013. This report, which provides a detailed view of how the market is structured and the strategies being employed by the players, sheds new light on the market’s promising outlook, its inherent challenges and the medium-term growth levers.

Key questions

• What momentum for the different market segments: In-Game, Around-Game Advertising and Advergames?
• How can advertising adapt to the immersive and interactive nature of video games?
• Are the tools used for measuring in-game advertising efficient?
• Are gamer profiles and their consumption of digital entertainment growth levers for in-game advertising?
• How do gamers view the arrival of in-game advertising?
• What are the issues for the stakeholders: advertisers, in-game advertising companies, publishers, platform manufacturers, developers, technology providers, etc.?
• In-game advertising market forecasts up to 2013, by platform (home console, handheld console), PC (offline and online) and mobile phone.

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