game guru

Gaming or gambling?

2008-02-21T19:36:00.000-08:00

With the global connectivity of video game consoles, such as XBOX Live, PSP and Wii, there are now websites offering a platform to challenge others to a game for financial gain. Three of these websites are, World Gaming, Gamer Saloon and GSpot Gaming.

In-game ads increase brand awareness

2007-11-06T20:08:00.000-08:00

MASSIVE STUDY REVEALS IN-GAME ADVERTISING INCREASES AVERAGE BRAND FAMILIARITY BY UP TO 64 PERCENT

Advertising within highly engaging gaming experience shown to have significant positive impact on purchase consideration, ad recall and “coolness” perception of brands.

NEW YORK — Aug. 8, 2007 — Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, today released research results that provide new insight into the impact of dynamic in-game advertising. Conducted by Nielsen Entertainment, a unit of The Nielsen Company, the research showed that ad campaigns from blue-chip brands that ran in the Massive network significantly improved key brand metrics between control and test groups.

Key results of the study revealed that, from control to test groups:

• Average brand familiarity increased by 64 percent
• Average brand rating increased by 37 percent
• Average purchase consideration increased by 41 percent
• Average ad recall increased by 41 percent
• Average ad rating increased by 69 percent

The study was executed with clients across several major advertising categories, including automotive, consumer packaged goods (CPG), quick service restaurant (QSR) and technology tools. Highlights of findings within these specific advertiser categories include the following:

• Automotive. The automakers included in the study achieved a 69 percent increase in purchase consideration among likely car buyers from control to test groups.

• CPG. The CPG client achieved a 71 percent increase among those who consider the snack food advertised a “cool brand” from control to test groups. Among the key demographic of males ages 18 to 24, brand familiarity rose 63 percent from control to test groups.

• QSR. A QSR ad featured in the Massive network saw its rating (those who “liked it a lot/liked it a little”) rise 39 percent from control to test groups.

• Technology tools. The technology client achieved a 70 percent increase in brand rating from control to test groups.

"The results of this research prove what we’ve seen in more limited studies over the past three years,” said Cory Van Arsdale, CEO of Massive. “As marketers struggle to stand out in cluttered media forms, the Massive network provides both a deeply engaged audience and sophisticated capabilities for creative execution and delivery, resulting in memorable, positive impressions among highly desirable demographics.”

Since the launch of the Massive network in October 2004, advertisers have embraced the ability to uniquely engage and target the growing gaming audience. More than 200 campaigns have run to date across the Massive network from a diverse roster of more than 100 advertising clients. As video games increase in importance as an advertising medium, Massive now offers marketers the same level of partnership and support they expect from traditional media forms, including detailed research on the effectiveness of specific ads and campaigns such as the study released today.

IAB Report - Status of Game Advertising

2007-10-24T02:55:00.000-07:00

"The Video Game Interactive Advertising Platform Status Report" provides a detailed overview of the current state of advertising in and around video games. Developed by the IAB Games Committee, the report outlines the myriad opportunities for advertisers to reach and engage consumers in the highly immersive environment of video games.

"The growing number of video game players across multiple demographics coupled with the intrinsically engaging gaming environment offers a unique opportunity for marketers to deliver brand messages to consumers at a moment when they are most involved and attentive," said Dave Madden, EVP Sales, Marketing and Business Development at WildTangent and Chair of the IAB Games Committee. "This report educates the industry on how to best leverage this fast-growing platform.

About the IAB Games Committee:
The IAB Games Committee works to support and expand the use of marketing in conjunction with video games by agencies and marketers. The committee will recommend solutions, standards and educational tools as needed and will deliver these objectives through industry research, case studies and/or stakeholder education.

Games Committee Member Companies:

Advanstar Communications, Inc.
Advertising.com
Agency.com
Akamai
AOL
Atlas Solutions
AtomShockwave Corp.
CNET Networks, Inc.
Comcast Corporation
comScore
Deloitte & Touche, LLP
Double Fusion, Inc.
Dynamic Logic
Exent Technologies Ltd.
Eyeblaster
Google, Inc.
IGA Partners Worldwide
IGN Entertainment
Ignited
Internet Broadcasting Systems
Leapfrog Online

M:Metrics
Massive Incorporated
MSN (Microsoft Digital Advertising Solutions)
PerfSpot.com
PointRoll
Range Online Media, Inc.
RealNetworks, Inc.
Skyworks Technologies
The AMC Group
Traffic Marketplace
True North, Inc.
UGO
Univision Online
Viewpoint
Vizi
WeatherBug
WildTangent
World Wrestling Entertainment, Inc.
Zango
Ziff Davis Media, Inc

War photos lead Halo 3 marketing offensive

2007-10-04T16:18:00.000-07:00

An exhibition of fake war photos is being used to promote the UK launch of the record-selling game Halo 3.

The exhibition, titled Shooting a Hero, has, at first look, the appearance of shots taken from a real conflict zone such as Iraq or Vietnam.

In fact, the 21-photograph exhibit uses black-and-white stills of action from the Xbox 360 game Halo 3. Full story on Guardian Unlimited.

Click here to watch the Shooting a Hero documentary.

Gamers respond well to in-game advertising

2007-08-30T02:15:00.000-07:00

A study into the in-game advertising sector, conducted by CNET Networks for the IAB, showed that 86% of gamers said that they were happy to see ads placed within games if it brought down the prices they had to pay..

Of the 3,575 UK-based gamers surveyed, 52% said they had seen an in-game ad during the past 12 months. Of these, 33% said they would be either quite likely or very likely to buy a product they had seen advertised while playing, and 64% said that they felt positively towards the brand.

How Hearst Grew Subscriptions 50% With Online Games That Complement Their Brand

2007-08-27T21:39:00.000-07:00

SUMMARY: If you’re looking for fun ways to drive traffic to your site, try games that match your brand’s image. Hearst Magazines developed exclusive games for its magazines that engage different demographics of its online readers while staying true to each brand.

They found big hits with the likes of Makeup Mah Jongg, Shopdoku and Boy Toy. Some weeks, the gaming area accounts for 20% of site traffic, and consumers stay on the site much longer. Best of all, they've seen increases in online subscription sales by more than 50%.

coffee-break dueling

2007-08-21T22:53:00.000-07:00

Online fantasy videogames like World of Warcraft typically involve spending hours on battles and quests in a virtual universe. But buzz is building online for a Web-based battle game designed to be played in short bouts -- each battle takes about 60 seconds -- in other words, possible to play at work.

The game is called Duels and it is free to play. In it, players build their own character, or avatar, purchase weapons and then can start challenging others who have registered online. The Web program determines the outcome of each duel based on the characters' skill levels, armor and weapons, taking into account a measure of luck; the players simply watch the duel unfold.

Players say the hands-off fights are surprisingly addictive. Though you can't influence the outcome of a duel mid-fight, the anticipation is a bit like watching the screen on a slot machine. The strategy lies in choosing how to build up a character's weapons cache and powers (winners of duels gain virtual coins and "experience points" for this purpose) and picking well-matched opponents for dueling. It's an appealing diversion for those who don't have hours of time for virtual sword-fighting practice.

Soon after the game was launched online last week by the company Oxygen Games, popular sites such as Digg and TechCrunch reviewed it positively, sending thousands of people to the game. As a result, the Duels site has experienced a few outages due to high traffic.

Currently, there are no female avatars available, though Andrew Busey, CEO of Oxygen Games, says they are forthcoming.

Sourced from the Wall Street Journal, written by Jamin Brophy-Warren

Massive: In-Game Ads Increase Brand Familiarity 64%

2007-08-21T01:22:00.000-07:00

Good news for brand marketers looking to make an impact with the video game demographic. According to Massive and Nielsen, dynamic in-game advertising can help brand familiarity as much as 64 percent, and it can help boost purchase consideration for the product.

Double Fusion Releases New Study Into In-Game Ad Effectiveness

2007-08-21T01:07:00.000-07:00

In-game advertising firm Double Fusion and market research firm Interpret have revealed the results of a study into the effectiveness of video game advertising, indicating that “gamers not only notice ads in games but are impacted by them positively, increasing their intent to buy.”

New Balance targets consumers with online game

2007-08-21T00:46:00.001-07:00

Haven't we seen it before with adidas?
Media Asia 03-Aug-07, 08:12

HONG KONG - New Balance has rolled out an online game, developed by Bravo Asia and interactive shop Pixels Magic, to promote its NB Zip shoe.

The multilevel game, which can also be played on mobile, launches in Hong Kong, Taiwan and Korea on 10 August, and will be soon be launched in China, Japan, Australia and New Zealand. Players of the street-racing game have to select one of the three styles of NB Zip — running, cross-trainer, or basketball — to match the actions of sprinting, climbing and jumping, in a race against the clock.

The top 10 players from each market receive a pair of NB Zip shoes and get a chance to win Sony products.

"This is the first time New Balance has created an interactive online game, but we believe it's the most effective way to educate our younger consumers," said Qing Ni, regional marketing manger, Asia-Pacific.

New Balance worked with Hong Kong-based agency BravoAsia and interactive shop Pixels Magic on the game, which runs for a month.

Firedog Studios Closes Shop

2007-08-13T20:37:00.000-07:00

Firedog Studios, once Hong Kong's hottest game development house, has closed shop. Click here for the blog announcement by its founder.

The Neuroscience of Second Life

2007-08-13T19:18:00.000-07:00

The Neuroscience of Second Life

217 million online gamers

2007-07-19T04:29:00.000-07:00

Worldwide Online Gaming Community Reaches 217 Million People, see report from comScore.

Survey Says Ad Supported Gaming Takes Off

2007-07-19T04:17:00.000-07:00

83 Percent of Casual Gamers Willing to View Ads to Access Games. See research commissioned by Macrovision.

The Life of the Chinese Gold Farmer

2007-07-06T05:08:00.000-07:00

A fascinating story from the New York Times.

By JULIAN DIBBELL

Published: June 17, 2007

How the world of online gaming spawned a multimillion-dollar shadow economy.
Click here for full story

Game Advertising Grosses Over $2B in 2012

2007-07-04T02:11:00.001-07:00

Spending on game advertising is set to explode. The market is expected to grow more than 5 times in size by 2012 with more annual growth than any other major advertising media. In-game advertising in particular should see the most growth. More within...

A new report from market research firm Parks Associates Electronic Gaming in the Digital Home: Game Advertising forecasts that spending on game advertising will grow from $370 million in 2006 to more than $2 billion in 2012. During this period, game advertising is expected to achieve a compound annual growth rate (CAGR) of 33 percent, which Parks points out is "much higher than that of other major advertising media, including TV, radio, print, and the Internet."

"Advertising in electronic games had an average monthly household expenditure of less than 50 cents in 2006, while broadcast TV was at $37, meaning advertisers are not using the gaming medium to its full potential," commented Yuanzhe (Michael) Cai, director of broadband and gaming, Parks Associates. "If executed correctly, game advertising can provide a win-win solution for advertisers, developers and publishers, console manufacturers, game portals, and gamers."

The report goes on to say that the burgeoning field of in-game advertising will experience the most growth among the different game advertising categories. Parks predicts the in-game ads market to grow from $55 million in 2006 to more than $800 million in 2012.

Furthermore, looking specifically at dynamic in-game advertising (DIGA) in PC, console, mobile, and casual games, this subset is expected to grow from 27 percent of the total in-game advertising market in 2006 to 84 percent in 2012. These are the types of ads we hear about so often from the likes of IGA Worldwide and Double Fusion.

"DIGA offers several unique advantages, such as timeliness, scalability, measurability, and flexibility," added Cai. "But the industry will also have to address several looming challenges, including lack of economy, lack of industry standards, and media fragmentation."

In response to the study, Yoav Tzruya, from Exent Technologies, outlined some of the challenges to DIGA as follows:

Pushing Dynamic Ads into the Game

-- One needs to be able to define new advertising inventory on the fly, without the need to recompile the game or issue a patch to the game

Having a Dynamic Inventory (defining new ad spots in the game)

-- Publishers are still reluctant to put spots for ads in new games. However, when the games become older they become more lenient with advertising, winding up with releasing the games to free ad-supported models (like we see happening with Turner's GameTap and other services).

Enabling games that were never designed for DIGA

-- Dynamic in-game advertising needs to support games that were never designed to be incorporating in-game advertising in the first place. Unless new advertising objects can be easily inserted, publishers will not be able to fully realize the revenue potential.

let the game begin

2007-02-28T08:12:00.000-08:00

and were off....