"Seventy percent of heavy gamers state that contextual ads make games more realistic," says Nielsen Interactive Entertainment. READ MORE: TikTok: licensing floodgates to open, say lawyersīut as game players are transported into worlds that increasingly resemble their own – complete with brand name cars, fast food restaurants and mobile telephones, as well as bill boards promoting clothes, magazines and music that they can buy in their local high street, they have higher expectations about the level of realism they will find in on-line worlds. Companies such as Intel, Red Bull and T-Mobile have paid to place their products in games on IGA's roster, which includes Battlefield 2142, Counter-strike, Colin McRae: Dirt, and Brian Lara International Cricket 2007 (see box on page 42). The rapid growth of the industry has created big opportunities for brand owners to exploit a new medium through which to target audiences that are becoming increasingly hard to reach via traditional broadcast and print advertising. By 2011, that figure is set to rise to $1.1 billion, says Ed Bartlett, co-founder of specialist gaming advertising company IGA. In 2005 Yankee Research Group predicted that the value of in-game advertising by 2009 would reach more than $800 million. If it goes ahead, the merger will create the world's largest computer games company.īut the rising number of gamers has also led to an explosion in in-game advertising as brand owners seek to promote their products to waiting consumers – who now represent a demographic far wider than just adolescent boys. As Managing IP went to press, French media company Vivendi was planning to merge its computer games business with US-based Activision in a deal worth almost $19 billion. Market research company Nielsen Interactive Entertainment calculates that young men play an average of 12.5 hours of videogames each week, compared to less than 10 hours spent watching TV.Īll those gamers mean that the industry is big business for computer game developers and manufacturers. READ MORE: Facebook IP head revisiting priorities amid lockdownĪnd people are spending more time than ever before racing virtual cars, slaying fantasy dragons and scoring their dream goals. When it comes to online games, from World of Warcraft to Solitaire, women are catching up with their male counterparts, making up more than two-fifths of players. The statistics bear that out: the US-based Entertainment Software Association estimates that the average age of a computer gamer is now 33, while 38% of players are women.
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