In-game advertising grows, social gaming soars
A third of UK developers are now incorporating advertising into their video games, with the social gaming market alone expected to grow to $826 million in value this year.
According to a report by Tiga, a trade association for games developers, although advertising in video games has not proved popular with users in the past, it is on the up as organisations look for new ways to boost revenues. As a result, almost half of those producers that do not currently support in-game advertising plan to do so in future.
Phil Elliott, publisher of GamesIndustry.biz, recently suggested that advertising through videogames is a good way of reaching a tricky demographic, though he wanred that the only way in which marketing of this type will work is for it to make sense within the content of the game.
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