#Circuit racer game shockwave Offline#
Revenue from advertisements delivered online to video games is expected to rise from $192 million in 2005 to $248 million this year, according to Madrigal, who says ads in offline games were not included in his calculations. “Gamers are a participatory group … the whole game experience is based on interaction and participation, different behavior.” Game enthusiasts are also more likely to interact with what they see online than the average Web surfer, according to Alex Kakoyiannis, managing partner of consulting firm Navigame. Casual game sites are also increasing the titles aimed at mature adults and children. While the dominant demographic of gamers is the desirable 18- to 34-year-old male audience, the wide variety of games are attracting a diverse membership, according to Alexis Madrigal, a research analyst with DFC Intelligence.Īction games tend to attract younger male players while casual playing of puzzle, card and word games have made females over 30 the fastest-growing segment of the online gaming world. In May, Microsoft acquired Massive, and said that it would integrate Massive’s technology into its adCenter advertising platform.Īdvertisers go where the people are, and the masses playing games online are an attractive audience to pitch. The company’s network features ads from “65 blue chip” advertisers, he says, and features games from Acclaim Entertainment, Ubisoft, and Vivendi Universal Games. Longano says the ads that are displayed on Massive’s network of 137 games are guaranteed to be onscreen for a minimum of 10 seconds. “Advertising in video games is TiVo-proof,” he says. Unlike television ads that viewers with digital video recorders are increasingly skipping over, gaming ads are always seen, according to Longano. Players who are being chased through the galaxy by aliens or are racing their fellow avatars to capture booty aren’t likely to be simultaneously talking on their cell phones or surfing the Web.
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Delivering a Focused AudienceĪds delivered to video games (via PCs or connected consoles such as the Xbox) will have greater retention because unlike TV viewers, game players tend not to multitask, according to Nicholas Longano, president of new media at online gaming company Massive, Inc. In 2005, the ratings service gave further legitimacy to video game advertising by beginning to measure its audience reach. According to Nielsen//NetRatings, people playing games on the Electronic Arts site spent more than four hours and ten minutes per session on average during February 2006. Unlike content or search sites where visitors routinely look at a few pages before moving on, game sites often retain a visitor for as long as it takes to watch a miniseries, enabling advertisers to repeatedly pitch their brands to consumers. During December 2005, more than 27 million people visited game site, which features casual games (trivia, cards), shooters and role-playing games, according to comScore Media Metrix. In-game advertising provides access to a rapidly growing audience of gamers of all ages that spend the equivalent of two workdays per week (often in three- to five-hour bursts) dealing, driving and detonating through consoles, PCs and Internet-only games. Game publishers can offer interactivity and target marketing that is not possible through broadcast channels, and advertisers are now redirecting portions of their ad spends from broadcast to video games. However, online gaming (not to be confused with online gambling) sites are now accruing the millions of eyeballs that advertisers such as Ford, Procter & Gamble and Coca-Cola salivate over. The highly fragmented Web lacks properties that can match the millions of viewers who routinely view network TV. National advertisers looking to reach mass audiences have had few choices online. In-game advertising offers geotargeting of a captive and highly lucrative audience.
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