In-Game Advertsing: Market Research Report

September 2011 | 247 pages | ID: IFB08A4494BEN
Global Industry Analysts, Inc

Abstracts

This report analyzes the worldwide markets for In-Game Advertising in US$ Million.

The report provides separate comprehensive analytics for US, Canada, Japan, Europe, Asia-Pacific, The Middle East, and Latin America.

Annual estimates and forecasts are provided for the period 2009 through 2017.

Also, a six-year historic analysis is provided for these markets.

The report profiles 35 companies including many key and niche players such as Blockdot, Inc., BlueNoodle / NeoEdge, Double Fusion, Inc., Electronic Arts Inc., Google Adscape Media, Gaikai Inc., Game Creative Pty Ltd., Greystripe, IGA Worldwide, Intergi Entertainment, Mochi Media, Tap Me! Inc., WildTangent, Inc., and Yahoo, Inc.

Market data and analytics are derived from primary and secondary research.

Company profiles are mostly extracted from URL research and reported select online sources.

Contents

1. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations
Disclaimers
Data Interpretation & Reporting Level
Quantitative Techniques & Analytics
Product Definitions and Scope of Study
In-Game Advertising (IGA)

2.INDUSTRY OVERVIEW

Market Snapshots
In-Game Advertising - Current and Future Analysis
Current and Future Analysis

Table 1. Global In-Game Advertising Revenues (2010) Percentage Breakdown by Major Market Segments – Online Games, Home Console, Offline Computer, Handheld Console and Mobile (includes corresponding Graph/Chart)

In-game Advertisements – Inexpensive, Measurable and Effective
IGAs Notch the Highest Ad Recall Percentage

Table 2. Ad Recall Average Percentages for Various Media Forms (includes corresponding Graph/Chart)

‘Integrate’ not ‘Interrupt’, is the Mantra for Success for In-game Advertisers
Vertical Expansion of IGA
IGA Not Suitable for Niche Products
IGA Not Just for Corporates
Gaming Industry Witnesses A Shift in Demographics
In-game Ads Eye Social Networking Games
Social Networking Games Help in Brand Promotion

Table 3. Top 10 Social Networking Websites (Mar 2011): Ranked by Number of Visits(includes corresponding Graph/Chart)

Social Gaming Industry Governed by Varied Business Models
Few Big Advertising Agencies Hold Opposed Views
Tracking and Assessing In-game Ad Effectiveness
What Constitutes an Impression – A Million Dollar Question
Standardization is the Need of the Hour
Ranking of Key In-Game Advertising Drawbacks
In-Game Advertising – Pricing Models
Online Advertising Market

Table 4. Worldwide Advertising Market (2010): Percentage Breakdown by Media –Television, Newspapers & Magazines, Internet, Radio, Outdoor & Others and Cinema (includes corresponding Graph/Chart)

The Regulatory Environment
IBA Guidelines for IGA in Console-based Games
Mobile Game Advertising

Table 5. Global Market for Mobile Games Advertising (2008-2011): Breakdown of Market Value in US$ Million by Geographic Region – US, Europe, Japan and Asia-Pacific (includes corresponding Graph/Chart)

Advertising in Mobile Games – Few Facts
Recession and the Larger Advertising Industry
Ad-Spends Increase as Economies Recover

3.IGA - MARKET TRENDS AND ISSUES

Advertisers Leverage High Internet Traffic through Free Online Casual Games
Games Become Shorter, Command Advertisers to be More Innovative
Big Advertises Pursue an Integrated Strategy for Advertising
More Marketing Dollars for IGA from the Sports Category
Developers Move Advertising In-House
IGA in the Race to Become Mainstream Revenue Source for Developers
Overzealous Publishers Could Dampen IGA’s Bright Future as an Advertising Platform
Recession, a Boon for the IGA Industry
Crisis Fuels Demand for Branded Flash Games
Consumer is the King
Challenges Confronting In-Game Advertising
Lack of Platform Interoperability – Hampers Standardized Performance Measurement
Need for Closer Regulation of Advertising in Games
Advergames More Prone to Hacking
Violent Games and Real Life Violence – Are they Linked?
Lack of Standardization in Metrics Make In-game Ad Campaigns a Difficult Choice

4.ADVERTISING IN VIDEO AND COMPUTER GAMES

Top Video Game Advertising Trends
Industry Stakeholders
Few Vital Statistics

Table 6. Global Video Game Market (2010): Breakdown of Market Size in US$ Billions by Geographic Region – EMEA, Asia-Pacific, North America and Latin America (includes corresponding Graph/Chart)

Table 7. Global Video Console Sales (2008-2010) in Millions of Units (includes corresponding Graph/Chart)

Major Console Manufacturers and their Devices (Hand-Held and Fixed)

Table 8. Global Market for Video and Computer Games (2011): Percentage Share Breakdown by Market Segments – Home Console Software, Online Game Revenues, Home Console Hardware, Mobile Game, Handheld Software, Computer Software and Handheld Hardware (includes corresponding Graph/Chart)

5.IGA - SERVICE OVERVIEW

In-Game Advertising

Table 9. Global In-game Advertising Audience as a Percentage of TV Households for Years 2005-2010 (includes corresponding Graph/Chart)

IGA – A Win-Win Proposal for Game Makers and Advertisers Alike
Various Options to Reach Target Audience in-Game Ads
In-game Advertising - Categories
Static In-game Advertising
Dynamic In-game Advertising
Pre game, Post game and Interstitial ads
Choice of a Game – The First Critical Choice
Appropriate Ad-Placement – A Vital Deal Point
Key Advantages Offered
Play it Right
Advergames
Chart Outlining Various Aspects of Video Game Advertising Segments
Around Game Advertising
Game Types and Models
Various Game Types
Core and Casual Games
Casual, Hardcore and the Obsessive Type of Gamers

Table 10. Core and Casual Gamers Worldwide (2010): Percentage Breakdown by Various Age-Groups – 18-34 Years, 35-44 Years, 45-54 Years and 55+ Years (includes corresponding Graph/Chart)

Free-to-Play and Pay-to-Play Games
MMOGs
Gamer Engagement Measurement
Quantemo® Physiological Index for Measuring Gamer Engagement
Computer Games - Background
In-Game Advertising – A Brief History

6.SERVICE INTRODUCTIONS/ INNOVATIONS

Tap Me Introduces iPhone SDK, Ad Platform for iPhones
WildTangent Rolls Out Social Space Ad Platform BrandBoost™ in the UK
WeeWorld Introduces SGA Network
SupersonicAds Launches BrandConnectTM, a Virtual Revenue Monetization Solution
Tap Me Launches its First In-Game Advertising Platform
WildTangent Introduces BrandBoostTM In-game Advertising Platform
Electronic Arts Launches New In-Game Advertising Suite
Greystripe to Introduce iFlash Ads for iPads
Kingsoft to Introduce In-game Magazine Ads
Double Fusion to Introduce In-game Advertisements in WipEout®HD
Nissan Launches iPhone Game for Advertising Nissan Cube Car
Yahoo Unveils Games Site with Ad Supported Games
Greystripe to Introduce GS.Tailgate and GS.Impact Advertisement Formats for iPhone
Google Launches Beta Version of AdSense

7.RECENT INDUSTRY ACTIVITY

ValueClick Takes Over Greystripe
Intergi and Ubisoft® Collaborate Over Ad Representation Services
NeoEdge Undergoes Name Change to ‘BlueNoodle’
Gameloft to Develop Advergame for Audi
Shanda Games Acquires Mochi Media
UBM Acquires Game Advertising Online
Electronic Arts and Gaikai Ink a Multi-Year Licensing Agreement
Candystand.com and Intergi Entertainment Collaborate over In-game Advertising
Electronic Arts Moves In-Game Advertising Business In-house
Double Fusion Obtains Dynamic IGA Rights for Sports Series of 2K Sports
iWin Incorporates BrandBoostTM Platform of WildTangent into Family Feud
Playdom to Integrate BrandBoostTM Platform of WildTangent into Tiki Farm
IGA Worldwide Delivers In-Game Advertisements to Rising Eagle
WildTangent® Collaborates with CrowdStar®
Microsoft Shuts Down Massive Inc.
NAMCO BANDAI and Double Fusion Ink In-game Agreement
WildTangent Collaborates with Mochi Media Over Ad Sales
PlaceVine Partners with Double Fusion
OMGPOP Inks Exclusive Ad-Sale Agreement with WildTangent
Double Fusion Introduces In-Game Advertising Service in Japan
Sony Selects IGA Worldwide for MLB® 09, Baseball Game
IGA Worldwide Provides Ad Network Service to G4Box’s Cross Fire
DG FastChannel Takes over Enliven
Yahoo Signs Agreements with NeoEdge and DoubleFusion
Massive Signs Multi-title and Multi-year Agreement with Activision Publishing
Double Fusion Partners with Leading Videogame Publishers to Strengthen Gaming Portfolio
Massive Signs Global Multi-year Deal with THQ
Google Forays Into In-Game Advertising
eType Video Bags Contract from Mochi Media
SCEE and SCEA Select Double Fusion for IGA Delivery on PS3™
Mangrove Capital Partners Invests in EnterMedia
Double Fusion and NCsoft® Collaborate For City of Heroes®, an Online Multiplayer Game
Doppelganger Selects Double Fusion to Integrate Brands into its vSide Virtual World
Double Fusion to Support Dynamic Advertising in Gearbox’s New Games
Massive and EA Extend Existing Dynamic IGA Agreement
id Software Selects IGA Worldwide for Supporting IGA in Quake Live
Double Fusion Supports Spill Group’s Casual Games

8.FOCUS ON SELECT GLOBAL PLAYERS

Blockdot, Inc (US)
BlueNoodle / NeoEdge (US)
Double Fusion, Inc (US)
Electronic Arts Inc., (US)
Google Adscape Media (US)
Gaikai Inc (US)
Game Creative Pty Ltd (Australia)
Greystripe (US)
IGA Worldwide (US)
Intergi Entertainment (US)
Mochi Media (US)
Tap Me! Inc. (US)
WildTangent, Inc. (US)
Yahoo, Inc (US)

9.GLOBAL MARKET PERSPECTIVE

Table 11. World Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 12. World Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

10.THE UNITED STATES

A. MARKET ANALYSIS

Outlook
An Overview of the US Video Game Industry
Figures Speak

Table 13. US Media Market: Breakdown of Expected CAGRs for Media Formats -Internet & Video Game, Television, Radio and (Years 2009-2017) (includes corresponding Graph/Chart)

Advertising in Video Games Becomes Mainstream Activity

Table 14. US Video Game Advertising Spends (2007-2010): Percentage Share Breakdown by Categories - In-Game Advertising and Advergames (includes corresponding Graph/Chart)

Table 15. US Console Game Sales in Millions of Units for the Year 2008 (includes corresponding Graph/Chart)

Service Introductions/ Launches
Recent Industry Activity
Key players

B. MARKET ANALYTICS

Table 16. US Recent Past, Current & Future Analysis for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 17. US Historic Review for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

11.CANADA

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 18. Canadian Recent Past, Current & Future Analysis for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 19. Canadian Historic Review for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

12.JAPAN

A. MARKET ANALYSIS

Outlook
Service Introductions/ Launche
Recent Industry Activity

B. MARKET ANALYTICS

Table 20. Japanese Recent Past, Current & Future Analysis for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 21. Japanese Historic Review for In-Game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13.EUROPE

A. MARKET ANALYSIS

Outlook
IGA in Europe – A Nascent Yet Promising Advertising Segment

Table 22. European Console Sales (2010): Breakdown of Unit Sales by the Big Five Countries– The United Kingdom, France, Germany, Spain and Italy (Sales in Million) (includes corresponding Graph/Chart)

Service Introductions/ Launche
Recent Industry Activity

B. MARKET ANALYTICS

Table 23. European Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 24. European Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13A.FRANCE

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 25. French Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 26. French Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13B.GERMANY

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 27. German Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 28. German Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13C.ITALY

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 29. Italian Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 30. Italian Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13D.THE UNITED KINGDOM

A. MARKET ANALYSIS

Outlook
Service Introduction

B. MARKET ANALYTICS

Table 31. UK Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 32. UK Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13E.SPAIN

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 33. Spanish Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 34. Spanish Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13F.RUSSIA

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 35. Russian Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 36. Russian Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

13G.REST OF EUROPE

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 37. Rest of Europe Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 38. Rest of Europe Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

14.ASIA-PACIFIC

A. MARKET ANALYSIS

Outlook
The Australian IGA Market Displays Rapid Growth
The Chinese In-game Advertising Industry – An Overview
Entertainment and Media Industry in India to Witness a Boom
Service Introductions/ Launche
Key Player

B. MARKET ANALYTICS

Table 39. Asia-Pacific Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 40. Asia-Pacific Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

15.THE MIDDLE EAST

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 41. Middle East Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 42. Middle East Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

16.LATIN AMERICA

A. MARKET ANALYSIS

Outlook

B. MARKET ANALYTICS

Table 43. Latin America Recent Past, Current & Future Analysis for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2009 through 2017 (includes corresponding Graph/Chart)

Table 44. Latin America Historic Review for In-game Advertising Market Independently Analyzed with Annual Revenues in US$ Million for Years 2003 through 2008 (includes corresponding Graph/Chart)

Competitive Landscape
Total Companies Profiled: 35 (including Divisions/Subsidiaries - 37)
Region/CountryPlayers
The United States
Canada
Europe
The United Kingdom
Spain
Rest of Europe
Asia-Pacific (Excluding Japan)