Speaking during Casual Connect Europe, Microsoft senior global product manager for entertainment and devices Helen Copnall took part in a session titled “Demystifying Advergaming.” She noted that consumers were looking for bite-sized entertainment, that advertising is now a dialog with the customer and that current consumers look for participation – all good signs for advergaming going forward.
"Gaming will be best placed to take advantage of all three of those criteria. For that reason gaming is going to be a fundamental force in the growth of the advertising industry for years to come," said Copnall according to CasualGaming.biz. "I think that there is a misconception that advergaming is too restrictive and too expensive, but that's really not the case. There's huge potential for developers with advertising."
Copnall noted that advergaming was a $300 million industry in 2009 that is expected to grow to $500 million by 2012.
