Why Dynamic In-Game Advertising has a Very Bright Future

Dynamic In-Game Advertising has been around for just a handful of years, yet it’s already one of the hottest digital advertising channels around.

For those of you that don’t know, Dynamic In-Game Advertising is a type of advertising inside video games that can be implemented, updated, and/or changed in real-time. It popularly takes the form of predetermined placements such as billboards, posters, and banners within video games. It’s great for advertisers looking to geo-target their campaigns, or deliver a time sensitive promotion. The avenues of delivery will typically include hit games for the Xbox 360 and PlayStation 3 consoles.

The effectiveness of Dynamic In-Game Advertising is completely reliant on the success of the video game advertising as a whole, and it’s pretty easy to see that the video game industry is getting bigger and bigger every year. The gaming industry has grown so much over the past few years, that it’s now the largest form of entertainment in the World, having surpassed Hollywood in annual revenue.

Despite the statistics and proven effectiveness, some game developers are still hesitant to implement in-game advertising into their video games, as they fear gamers will protest the $60 price tag on the video games. You see, there is a small community of gamers that believe paying $60.00 for a video game, should exclude them from being served ads. Well, unfortunately this is quite unrealistic, as I can think of a dozen counter-examples of consumer businesses that charge for products and services, and still successfully serve ads.. For instance, I pay a large monthly fee for my TV plan and I get served commercials, or when I pay my outrageous transit fees I still get hit with ads on the subway.

As a gamer myself, I would agree with the “if I pay, then no ads” mentality if the ads were obtrusive, and ruined the overall gameplay experience. However, in-game advertising is the complete opposite of obtrusive, it actually helps add realism to the games and enhances the overall gameplay graphics.

With such a massive audience with millions of gamers, it’s clear that the in-game advertising channel is an absolute must for advertisers. And as long as game publishers continue to support in-game advertising, and it becomes the norm for publishers/game developers to jump onboard with integration, In-Game Advertising will have an incredibly bright future

To learn more about Dynamic In-Game Advertising, or to start a campaign, contact us: http://www.rapidfire.com/contact-us