13 August 2010 12:21
Digital marketing professionals have not seen too much growth in video game advertising, it has been claimed.
Phil Elliott, publisher of GamesIndustry.biz, said that in-game advertising has increased in recent years but this has been slower than expected.
He added that advertising in video games will only be successful if the product being marketed makes sense within the context of the game.
"Trying to advertise a soft drink within a game like World of Warcraft would probably be a bad idea for all concerned, but Renault recently succeeded in raising the awareness of its forthcoming electric vehicle by adding it as a free download within The Sims 3," Mr Elliott explained.
A recent report from games industry trade association TIGA revealed that one in three developers now includes advertising in their games.
Of those who do not do this at present, almost half (48 per cent) plan to in the future.
Posted by Stanley Jack