THE ADULT WOMEN WHO REGULARLY PLAY ONLINE GAMES
And How Advergaming Marketers Like Coke and Chrysler Are Stalking This Demographic
ADVERGAMING GROWS IN REACH AND POWER
Interactive Video Games Emerge as Major Ad-Supported Mass Medium
ONLINE 'DECODER CARD' USED TO EXTRACT CONSUMER DATA
430 People a Day Submit Personal Info to Speedway Contest Web Site
VIDEO GAME MUSIC CONCERT A WILD SELLOUT
Latest Indicator of New Medium's Potent Penetration
VIDEO GAMES: THE NEW REALITY OF YOUTH MARKETING
A Geek Subculture Eclipses the Earning Power of Hollywood Movies
TV'S MISSING MEN ARE PLAYING GAMES
'Prince of Persia' Trumps 'King of Queens'
TEENS NOW SPEND MORE TIME ONLINE THAN WATCHING TV
New Study Details Media Usage Patterns of First Internet Generation
DIGITAL GAMESCAPES LURE MAJOR MARKETERS
Online Games as Advertising Venue
One reason is the cost of entry into TV is higher and higher, said Tim Hanlon, senior vice president and director of TV 2.0 at media agency Starcom MediaVest Group, part of Publicis Groupe. "Fewer people are playing this crazy upfront game every year," he said, referring to the broadcast and cable TV's ad buying bazaar.
Marketers are turning toward embedding their brands in games and to "advergames."
The biggest request is for product placement within an actual video game, said Julie Shumaker, director of sales for online and in-game advertising at Electronic Arts.
The demographic of people passionate about games has changed over the years, too. They are older than the teenage male that was video gaming's early adopter 15 years ago, said Ms. Shumaker. The average age for a console gamer is 28. And 43% of online video gamers are women, the majority of whom are over 35.
Because they are not children, they have money. The average Sony PlayStation 2 gamer plays nine games a year at $50 each, Ms. Shumaker said.
System is not important
Does it matter what device people play on? Not really, said executives on the AdWatch panel, which dealt with emerging technologies. Game players leap between console, online and mobile devices, said Dave Madden, executive vice president of sales, business development and marketing at WildTangent.
"Mobile gaming is going to explode in the next two years," Ms. Shumaker said.
Though opportunities are going to increase, packaged goods marketers will have the steepest trail to fit their product messages into the gaming platform, the panelists said.
"At the end of the day, it's very challenging to get a Pampers box into a video game," Mr. Hanlon said.