We’ve seen all sorts of crazy forecasts for the future of in-game advertising, but the fact of the matter is that it just hasn’t taken off the way publishers and brand marketers would like. In fact, Electronic Arts recently dropped IGA and Massive and moved in-game ads in-house. Even with the slower growth, some analysts believe that games are still the best way to reach the elusive young demographic, which is spending more time on the web and with games.
New Media Age writes, “There s…attitudinal evidence that younger gamers are more receptive to in-game advertising. Of male gamers, 38 percent of 12-17-year-olds notice in-game ads, compared to 23 percent of 18-34s and only 7 percent of over-35s. This trend is reflected in brand perception, with a quarter of 12-17 male gamers agreeing that companies advertising in video games are more innovative. This contrasts starkly with the attitudes of 35+ male gamers, of whom only 4 percent share this view, as do 13 percent of 18-34s.”
