1/24 ITU EB22: Online Marketing In-Game Advertising Philippe Devantier Becker 18 November A18, IT University of Copenhagen
2/24 Why are video games interesting as an advertising medium? Theoretical perspectives on in-game ads Real-world examples of in-game advertising Key learnings: Do’s & don’ts of in-game advertising Agenda
3/24 Motivation Advertisers constantly seek new ways of reaching customers ◦ Novelties grow old; banner blindness… Video game market is worth more than the film industry ◦ Sales of 11.7 bn USD in 2008 (up 23% from 2007) In-game ads are on the rise ◦ Yearly expenditure of bn USD estimated in 2010 Even ITU’s own Center for Computer Games Research has neglected this field so far
4/24 Games as an advertising venue Games are inherently interactive ◦ Provides a greater sense of “telepresence” Gaming is an exclusive, foreground activity ◦ You don’t multitask while playing ◦ Higher level of attention and concentration Demographical aspect: who plays games? ◦ Young males, age 18-34, high disposable income spent on entertainment
5/24 Games as an advertising venue People have needs ◦ When playing games, they expect entertainment Hierarchy of effects ◦ Cognition affect action Positive affect can be created ◦ Let users interact with your brand ◦ If they are enjoying themselves, this may reflect on the brand too
6/24 Attitudes towards in-game ads Gamers often participate in vocal on-line communities ◦ On-line games ◦ Discussion forums ◦ Amplifies both positive and negative opinions Gamers mostly accept ads if… ◦ They complement gameplay ◦ Make sense in the game ◦ Add realism
7/24 Attitudes towards in-game ads How to please gamers who hate ads? Use the developers’ increased revenue to… ◦ Lower game prices ◦ Create more creative games Win-win-win situation: ◦ Game developers gain new revenue streams ◦ Marketers reach desirable consumers ◦ Game-players save money
8/24 Games as an advertising venue What in-game ads can do: ◦ User involvement ◦ Positive affect ◦ Targeted ads for “people like me” What in-game ads cannot do: ◦ Trigger immediate action (disruptive to gameplay)
9/24 Types of in-game ads Real-world analogues ◦ Comparable to banner ads – e.g. billboards in- game ◦ Reflect phenomena from the real world ◦ Often add realism Product placement ◦ Just like in movies, TV etc. ◦ Digital versions of products or references to them
10/24 Types of in-game ads Cross-promotion ◦ Hybrid advertising campaigns ◦ Coupon rebates, in-game treasure hunts etc. Advergames ◦ Stand-alone games which prominently feature a specific brand ◦ Often given out for free
11/24 Types of in-game ads Incidental advertising ◦ Advertising not the primary goal ◦ Often implemented to add realism E.g. stadium billboards, player names etc. in sports games Explicit advertising ◦ Advertising is the primary goal E.g. billboards, posters etc. in the game world
12/24 How are ads placed in games? Static advertisements ◦ Hard-coded into the game during development ◦ Difficult to track statistics ◦ More expensive Dynamically served ◦ Just like banner ad networks on the Internet ◦ Trackable & targetable ◦ Requires Internet connectivity
13/24 Examples of in-game ads… (and now for some pictures!)
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20/24 Videos Intel ads in “Battlefield 2142”: ◦ Job opportunities in the British Intelligence agency: ◦ Doritos advergame for Xbox 360: ◦ How not to do it (I hope this is a joke): ◦
21/24 Key learnings about in-game ads Must be in-context ◦ Advertisers must stay in-character ◦ Ads must be creative and must not “stick out” in the game world Must fit well with gameplay ◦ Enhance the player’s experience ◦ Support the storyline if possible
22/24 Should not require much cognitive effort ◦ Gamers’ attention is dedicated to completing goals and following a storyline ◦ Trade-off between ad visibility and seamless integration Real vs. fake/spoof brands? ◦ “Grand Theft Auto” games have fake brands for humouristic effect Must never intrude inappropriately! ◦ Leave some control up to the gamer – never “hijack” their game Key learnings about in-game ads
23/24 Key learnings about in-game ads What if you obey these rules? ◦ Potential for better brand awareness & recall What if you break them? ◦ Risk of negative impact on your brand! Greatest challenges: ◦ Getting users involved without intruding ◦ Difficult to generate immediate action
24/24 Discussion Questions? Feedback? Opinions?