According to new research from eMarketer [via Adweek], spending on in-game advertising in the U.S. should grow from $403 million in 2008 to $681 million by 2013. This data does not include the market for advergames or for advertising on mobile games, both of which have become increasingly important as well.
Although console games have featured dynamic in-game ads more and more over the last couple years (and indeed, even then candidate Obama used them for his presidential campaign), eMarketer expects web-based advertising to account for $511 million of the $681 million in 2013.
As Adweek explains, "Console games are still the king of the hill, but their predominance is being challenged by a new generation of browser-based games. These games are more advanced than earlier Web-based titles, largely thanks to faster broadband connections and the graphics and audio processing capabilities of today's home computers. Games on mobile devices have also caught on in the mainstream and stretched gamer demographics.
"A growing number of ad-supported online games are also available to consumers for free. Surveys show that gamers have largely accepted the bargain of free game play in exchange for exposure to ads. This puts marketers in the pole position to make their brands part of the gaming experience through banner and video ads, sponsored sessions, product placements or other vehicles."
The growth of in-game advertising has been touted for years, but IndustryGamers does see it picking up considerably as games move more in the online direction. The convergence of browser-based games, game streaming services and digital downloads should provide great opportunities for marketers.
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