Media analyst Screen Digest has predicted that in five years time, in-game advertising will be worth $1 billion, turning it into an irresistible prospect for businesses. Audience media habits and the "unique advantages of dynamic in-game advertising" will drive videogames to become 1% of all digital media marketing by 2014, according to the report.
"There are many ways in which advertising can help evolve business models for video games and we have only just begun to explore that potential," says number cruncher Martin Sorrell. "Given gaming is now a mainstream leisure interest, in-game deserves the same consideration as mobile and social media."
Maybe it's just me, but the projection of $1 billion by five years seems a little ... low. We'll see how it goes, but one would expect videogames to be exploited far quicker than that, especially with Activision in this industry. You can bet they'll welcome the rise of in-game advertising with open arses.
It is inevitable that videogames will be sucked into the world of advertising in the game way everything else has. We can hope and pray that it's kept tasteful, but we're asking for a lot.
Jim Sterling serves as reviews editor for Destructoid.com, head of the Podtoid podcast, and produces a number of news stories, original features, one-of-a-kind videos. With his passionate argumentative style, controversial opinions, harsh delivery, and dedication to brutal honesty Sterling is a name that you can't help but recognize.
Likes
PS2, iPod Touch, Silent Hill 2, Metal Gear Solid, Dynasty Warriors 3
Meet the rest of the team
| BBcode help |
| [b]Bold text[/b] |
Bold text |
| [i]Italic text[/i] |
Italic text |
| [url]http://www.dtoid.com/[/url] |
http://www.dtoid.com |
| [url=http://www.dtoid.com/]Web link[/url] |
Web link |
|
| [img]http://www.example.com/robot.jpg[/img] |
 |
Post a comment! You can also post a photo below:
Comment with Facebook
Click connect and comment instantly!
|
Comment with Dtoid
New? SIGN UP - it takes 5 seconds
|
11 comments | showing # 1 to 11
|
Comment with Facebook
Click connect and comment instantly!
|
Comment with Dtoid
New? SIGN UP - it takes 5 seconds
|
Comments policy
Destructoid is an open discussion community. You don't need to "audition" to post a comment - just speak your mind. We respect differing opinions on the site, so have at it. Be smart, funny, insightful, clueless, or cute -- but back it up with substance. Keep your cool, keep it fun. We only ask that you act respectfully and above all: don't be a troll and ruin it for everyone else. Don't bring down gamers or we'll, you know, gently shoot you in the face and stuff you into a flaming mailbox. Each comment is your opportuntity to make this community awesomer. Is that even a word?
Avoiding the banhammer only requires common sense: spamming, trolling, racism, NSFW stuff, and other forms of sucking will not be tolerated. If anyone is griefing please report abuse. Be good. Don't suck!
Contest:
10:00 AM on 05.26.2009
| 
But adverts at the beginning of games, perhaps before the "press start" screen would suck balls. Or like running around Helghan and seeing Coke adverts would be shit.
Also, take GTA, the TV would be a brilliant place for adverts, but it would be a shame to lose the funny ass mock ads that are on their.
hmmmmmm, whether this will enhance or ruin gaming is yet to be seen.
Intrusive in-game advertising would piss me off so maybe the future is in subliminal 1/60 of a second image of Pringles during game play. Wait a sec... that's my favourite snack.
Apparently there are real billboards in Burnout? - never seen them.
But games like Heavy Rain, if that has like real world products in it, i think it will be all the more immersive.
Personally, I'd prefer to see Snake IN American Idol.
Didn't you make the same comment in a very similar "billboard vs. MGS4 strategy story" like a month ago? I can dig up the counter arguments again on "why marketing firms know what they're doing".