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Behind-the-Scenes of In-Game advertising

Euphoric | April 10, 2008 | Blog | PC Playstation 3 Company Misc 
Justin Townsend, CEO of leading in-game advertising network IGA Worldwide writes in this article to brands looking to set up in game advertising. This behind-the-scenes look at the growing commercialisation of the gaming world can offer gamers an insight and maybe even the valuable knowledge that ensures the gamer is a step ahead.
Since Sony launched its first PlayStation console in 1995, videogaming has enjoyed a rapid transition from the bedrooms of pubescent boys to that most coveted of locations; the space under the living room TV. The demographic has also changed accordingly. Those teenage boys have grown up and now sit nicely in the 18-34 bracket; their wives and girlfriends regularly join in play, particularly with social games and more mainstream offerings like karaoke. The Nintendo Wii has even been credited with getting grannies out of their chairs; its motion-sensing controllers limiting the intimidation many non-gamers feel when exposed to outwardly complex controllers for the first time and allowing such diverse activities as bowling, fishing and even yoga.

In financial terms, the numbers speak for themselves. Thanks to a typical suggested retail price of between $50-60, a single game can generate astonishing revenues, smashing the average cinema box office takings for a Hollywood blockbuster. In 2007, sci-fi epic Halo 3 took $170 million in the U.S. alone on its first day on sale, and with an increasing trend for post-release "add-on" content for purchase and download via online-enabled console services such as PlayStation Network or Xbox Live, games can continue generating revenues long after release.
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  • 0 thumbs!
    Euphoric | April 11, 2008
    An interesting look into what goes on when games are being made and financed. Hopefully you all learn something and can resist in-game advertising in future.
  • 0 thumbs!
    theundertakergonzo | April 11, 2008
    Thanks for this Euphy, this is interesting to say the least though. $170 million being made in the first day is well just amazing to say the least. That's awesome though that games make more then movies.

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