The IAB’s Games Steering Group (GSG) – a committee of leading games publishers and networks – has launched a practical handbook about advertising within console, mobile and online social/casual games.
With games advertising now offering a wealth of advertising options and creative diversity across games consoles, on the internet and on mobile, brands are now spoilt for choice. Dynamic In-Game Advertising alone is expected to be worth an estimated £150 million worldwide in 2010 (Screen Digest and GroupM May 2009).
The Advertising and Games Handbook is made up of contributions from Double Fusion, Electronic Arts (EA), Group M, IGA Worldwide, IGN, Microsoft and Sony Computer Entertainment Europe (SCEE). It offers an introduction to the games advertising planning and buying process including:
Case studies from global brands such as Lynx, Coca Cola, Puma, Renault and Audi
Insights into getting the most out of your ads
How to target your core audience
Measuring success
The handbook also offers an insight into the future of the medium and a useful directory featuring all the key contacts within the industry. To celebrate the launch of the handbook, the IAB will be hosting an event for marketers on 8th November all about how brands can engage with consumers in console, mobile and social games.
With gamers spending an average of 12.8 hours per month playing games and over 20 million people in the UK regularly playing games across various platforms, the medium is steadily coming into its own in the UK. Research also shows 72% of gamers recall ads they have seen in games, highlighting real brand-building opportunities.
The games committee was formed earlier this year and since then has been working to provide advertisers with the tools they need to run great in-game campaigns. The handbook marks the second wave of initiatives from the GSG in 2010 with further research, education and events upcoming.
Jack Wallington, head of industry programmes, IAB, said, ‘”Home to creativity, innovation, passion and an influential audience, it’s easy to see why the likes of P&G, Unilever, Coca-Cola and even President Obama have advertised using games. Games offer unique ways to reach highly engaged audiences who, when they play, are focussed solely on the game they’re playing. As this handbook proves, games deliver fantastic results again and again, making it an incredible opportunity for brands.”
