Dynamic in-game ads heading for PS3

Stephen Withers
Friday, 06 June 2008 03:15

Opinion and Analysis

"PlayStation 3 is undoubtedly the prime opportunity for the in-game advertising industry," said Justin Townsend, CEO of IGA Worldwide.

"Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people's living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot."

It's a scary thought.

But with game development budgets spiralling, you can see why the studios are keen on additional sources of revenue. At the same time, the shift in screen time from TV to the Internet and video games (especially among the younger people Townsend mentioned) means advertisers are looking for ways of reaching that audience.

Still, in-game advertising looks like being small beer at least for the next few years. Sony quoted a Yankee Group prediction that worldwide revenues will grow rapidly to $US971.3 million (love that decimal place!),  by 2011, yet PricewaterhouseCoopers and the Interactive Advertising Bureau report that Internet advertising exceeded $US21 billion in 2007.

In related news, Massive recently became the first dynamic in-game advertising network to undergo a third-party impression audit. Such audits reassure advertisers that they are getting what they pay for.