Reportlinker Adds In-Game Advertising Market

Jan 07, 2010, 12:17 ET from Reportlinker

NEW YORK, Jan. 7 /PRNewswire-USNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

In-Game Advertising Market

http://www.reportlinker.com/p0170904/In-Game-Advertising-Market.html

Key questions

-- What momentum for the different market segments: In-Game, Around-Game Advertising and Advergames?

-- How can advertising adapt to the immersive and interactive nature of video games?

-- Are the tools used for measuring in-game advertising efficient?

-- Are gamer profiles and their consumption of digital entertainment growth levers for in-game advertising?

-- How do gamers view the arrival of in-game advertising?

-- What are the issues for the stakeholders: advertisers, in-game advertising companies, publishers, platform manufacturers, developers, technology providers, etc.?

In-game advertising market forecasts up to 2013, by platform (home console, handheld console), PC (offline and online) and mobile phone.

Table of contents

1. Executive Summary ............. 7

1.1. Marked growth in the world in-game advertising market ........... 8

1.2. Online gaming, leading in-game advertising segment 8

1.3. Types of in-game advertising ....... 8

1.4. Internet connection, an IGA lever 9

1.5. The need for viable tools for measuring the impact of IGA ....... 9

1.6. In- and around-game advertising value chain . 10

1.7. Player specialisation by platform .............. 10

1.8. IGA business models . 11

1.9. IGA medium-term issues .. 11

1.10. In-game advertising: growth factors .......... 12

2. Methodology ........ 13

3. Market structure and key factors ..... 15

3.1. Market overview ......... 15

3.1.1. Television loses its audience to other media ............ 15

3.1.2. Video games: an industry hit by fierce competition ... 18

3.1.3. In-game advertising, around-game advertising and advergames ............ 21

3.1.4. Market segmentation .. 22

3.2. Product/service trends ...... 24

3.2.1. In-game advertising formats and characteristics ...... 24

3.2.2. Still mainly static multiplatform services ..... 30

3.2.3. Internet connection, IGA lever ... 31

3.3. Usage: an expanding gamer population ... 35

3.3.1. Extremely diverse gamer profiles and usage ............ 35

3.3.2. Casual vs. hard core gamers ..... 39

3.3.3. Perception and effectiveness of IGA 40

3.4. Current market estimates . 43

3.4.1. Video games: a thriving market . 43

3.4.2. A decline in the world advertising market from 2009 44

3.4.3. In-game advertising a nascent market ....... 46

3.5. Key factors .. 48

3.5.1. Key technologies ........ 48

3.5.2. Regulatory environment ............. 52

4. Players and strategies ....... 54

4.1. Industry structure ....... 54

4.1.1. Player profiles .... 54

4.1.2. Value chain . 58

4.1.3. Competition structure .. 60

4.1.4. Business models 61

4.2. Key players . 62

4.2.1. Summary table ... 62

4.3. IGA short-term issues 76

4.4. IGA growth enablers .. 77

4.5. IGA growth impediments .. 79

4.6. Keys to IGA success .. 79

5. Markets and forecasts ....... 82

5.1. Growth factors and assumptions .............. 82

5.1.1. Analysis of the factors for growth/change .. 82

5.1.2. Forecast hypotheses .. 83

5.2. Market forecasts ........ 85

5.2.1. World IGA market ....... 85

5.2.2. IGA market in North America ..... 86

5.2.3. IGA market in the EMEA region . 87

5.2.4. IGA market in Asia-Pacific ......... 89

5.2.5. IGA market in Latin America ...... 90

5.2.6. World IGA market by geographical region . 91

The In-Game Advertising Market

Figures

Figure 1: In- and around-game advertising value chain ....... 10

Figure 2: Impact of playing video games on other activities . 15

Figure 3: Advertising in Second Life ...... 24

Figure 4: Panasonic's Gyro Runner advergame (Inbox Digital, 2005) 25

Figure 5: Burger King's King Games trilogy (Blitz Games, 2006) ....... 25

Figure 6: Advertising for Coca Cola ...... 26

Figure 7: Advertising for Kraft Cheese Nips crisps ...... 26

Figure 8: Trailer for the movie 300 ........ 26

Figure 9: Trailer broadcast between two levels .... 27

Figure 10: Promotion of the cartoon Chowder, on the Adventure Quest website . 27

Figure 11: Pre Game advert for an Orange TV promotion ..... 28

Figure 12: After-game advertising for the Spiderman 3 movie .............. 28

Figure 13: Product placement in Worms 3D (Sega, 2003) .... 29

Figure 14: Sprint's sponsorship of HPwildgames ... 29

Figure 15: New Zool sweets (1992) sponsored by Chupa Chups ......... 30

Figure 16: Adidas billboard in Fifa (1994) .............. 30

Figure 17: A Jeep is inserted in the game Tomb Raider Legend (2006) ...... 31

Figure 18: Subscribers paying for massively multiplayer games in Europe and the United States, 1997-2008 . 34

Figure 19: Proportion of gamers aged 18 and over in the United States, end-2007 ............ 36

Figure 20: Average duration of console game sessions, July 2007 ...... 37

Figure 21: Time Europeans spend playing per week, according to age (2008) .... 38

Figure 22: Time Europeans spend playing per week, according to nationality (2008) ......... 38

Figure 23: Time Europeans spend playing per week, according to gender (2008) .............. 39

Figure 24: Comparison of effective and total time spent on each medium, end-2007 ......... 41

Figure 25: Distribution of segments in the world video game market (2007-2009) .............. 43

Figure 26: Distribution of the world video game market, by region (2007 and 2009) ........... 44

Figure 27: Internet's influence throughout the world advertising market, 2005-2009 ........... 45

Figure 28: World market for in-game advertising spending, 2006-2008 ...... 46

Figure 29: Advergame market in the United States, 2003-2008 ........... 47

Figure 30: IGA Worldwide's Radial Network solution .... 50

Figure 31: IGA formats ........... 51

Figure 32: Main ad market players . 58

Figure 33: In- and around-game advertising value chain ....... 59

Figure 34: Advergame value chain . 59

Figure 35: Worldwide Game Advertising Spending Evolution 85

Figure 36: Worldwide Game Advertising Spending Part per Device (%) ..... 86

Figure 37: North America Game Advertising Spending Evolution ......... 86

Figure 38: North America Game Advertising Spending Part per Device (%) ........ 87

Figure 39: EMEA Game Advertising Spending Evolution ...... 88

Figure 40: EMEA Game Advertising Spending Part per Device (%) ..... 88

Figure 41: Asia Pacific Game Advertising Spending Evolution ............. 89

Figure 42: Asia Pacific Game Advertising Spending Part Evolution per Device (%) ............ 90

Figure 43: Latin America Game Advertising Spending Evolution .......... 90

Figure 44: Latin America Game Advertising Spending Part per Device (%) 91

Tables

Table 1: Worldwide Game Advertising Spending .. 8

Table 2: Worldwide Game Advertising Spending per device 8

Table 3: Individual TV viewing time in the United States, 2004-2007 16

Table 4: Individual TV viewing time in Japan, 2004-2007 ... 16

Table 5: Individual TV viewing time in France, 2004-2007 . 16

Table 6: Individual TV viewing time in the United Kingdom, 2004-2007 ... 16

Table 7: Proportion of exclusive consumption of a media during an average day at home ..... 17

Table 8: In-game advertising formats ... 23

Table 9: Combined sales of Internet-ready consoles in January 2009 ..... 32

Table 10: Visits to casual games sites in May 2007 .... 33

Table 11: Number of paying subscribers per service, end-2008 .......... 34

Table 12: Frequency of teenage game sessions in the United States, end-2007 35

Table 13: Frequency of adult game sessions in the United States, end-2007 ..... 36

Table 14: Comparison of characteristics of traditional and casual games .. 39

Table 15: Park Associates' seven categories of gamers ...... 40

Table 16: Changes in the world video game market, by segment ....... 43

Table 17: Sales for the video game software market, by region (2007-2009) ..... 44

Table 18: World advertising market, by media (2005-2009) . 45

Table 19: Online advertising market, by region (2005-2009) 46

Table 20: IGA market estimates ... 48

Table 21: Segments in which game advertising companies are active 56

Table 22: In-game advertising companies, publishing partners and game portfolios ......... 57

Table 23: Examples of players, by platform .......... 60

Table 24: Top in-game advertising companies ..... 62

Table 25: Worldwide Game Advertising Spending 85

Table 26: Worldwide Game Advertising Spending per device ............. 85

Table 27: North America Game Advertising Spending 86

Table 28: North America Game Advertising Spending per Device ...... 87

Table 29: EMEA Game Advertising Spending (EUR Millions) ............. 87

Table 30: EMEA Game Advertising Spending per Device .... 88

Table 31: Asia Pacific Game Advertising Spending ..... 89

Table 32: Asia Pacific Game Advertising Spending per Device ........... 89

Table 33: Latin America Game Advertising Spending . 90

Table 34: Latin America Game Advertising Spending per Device (EUR Millions) .............. 91

Table 35: Worldwide Game Advertising Spending per Region ............ 91

Table 36: Home Console Worldwide Game Advertising Spending per Region ... 91

Table 37: Handheld Console Worldwide Game Advertising Spending per Region ............ 92

Table 38: Offline computer Worldwide Game Advertising Spending per Region . 92

Table 39: Online Worldwide Game Advertising Spending per Region . 92

Table 40: Mobile Worldwide Game Advertising Spending per Region 92

To order this report:

Advertising Industry: In-Game Advertising Market

More Market Research Report


    CONTACT: Nicolas Bombourg
    Reportlinker
    Email: nbo@reportlinker.com
    US: (805)652-2626
    Intl: +1 805-652-2626

SOURCE Reportlinker