IGN Entertainment launches in-game advertising and marketing service
Posted by: Kevin Hawkins at April 12, 2005 4:22:13 PM
BRISBANE, Calif. - April 12, 2005 - IGN Entertainment, the leading gaming information network and the leading provider of in-game technology solutions, is extending its technology platform to serve dynamic content and advertising in video games. IGN's new software and services will enable developers and publishers to manage their online game content throughout the game lifecycle, as well as execute in-game advertising campaigns. Advertisers will be able to develop cross media programs that include in-game and online ads and promotions as part of IGN Entertainment's overall media offering.
"Our In-Game technology is already proven in over 300 games, and includes online matchmaking, chat, CD key verification, unified registration, and statistics and tracking," said Mark Stieglitz, general manager, publisher services, IGN Entertainment. "We are extending our current platform and solution set to enable game publishers to manage the space within their games dynamically, for In-Game marketing, advertising or for other purposes based on their unique needs."
The new In-Game Marketing Technology and Service will extend IGN's media and technology platforms, allowing publishers to enhance the gameplay experience by continually updating their games with new levels, patches, alternative player skins, weapons, buildings, maps, and even soundtracks. These same tools can be used to advertise the next version of a game by dropping in trailers and assets as they become available, as well as offering special in-game promotions.
In addition, IGN's technology will enable publishers to add incremental revenue to their games by selling in-game advertising themselves, or by having IGN leverage its advertising infrastructure and experience to manage and sell in-game advertising programs on their behalf. The technology also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns.
IGN Entertainment's flagship website, IGN.com, reaches the highest concentration of 18-34 year old males online, according to Nielsen//NetRatings @Plan Spring 2005 release. IGN Entertainment's network of media properties reaches an audience
of more than 22 million unique users* and serves 1.5 billion impressions a month on behalf of its client base of more than 650 advertisers.
"IGN Entertainment's In-Game Marketing Service allows publishers and advertisers to reach the elusive target audience of young males where they are: online and in the game," said David Tokheim, vice president of marketing, IGN Entertainment.
"We already capture the attention of the largest group of gamers worldwide. We are now able to reach this same vital audience in multiple mediums."
IGN Entertainment's In-Game tools and services build on its proven GameSpy backend infrastructure, service teams, data centers and core technologies. Rich dynamic marketing technology is currently available for the PC and PS2; versions for next generation platforms will be also developed.
dreddloxMember since: 10/20/2001 From: Auckland, Unknown Region
Posted - 4/13/2005 5:57:22 AM
Advertising in games could be a good thing.
It basically enables another level of diversity in produced games. We all know there isn't enough of this in the industry.
The vast majority of the time, there wouldn't be much difference in reaction if someone were to play Vice City for 100 hours, versus if they were to play Morrowind for 100 hours. Vice City merely has alot more marketing associated with it.
When the competition between products is that simple, the inferior products always lose, meaning in the games industry there is a thin line between a publisher-death-causing release and a top-of-the-charts game.
But...when advertising is thrown in the mix, people build prejudice, and that complicates things, ultimately allowing sub-competitions between game releases and making the world more complex than fail-then-die and succeed-then-make-sequal.
"The technology also will track impressions, time spent viewing items and type of each interaction, so that advertisers can watch the return on their investment, make smarter buys and design more effective campaigns."
Maybe they can reuce the cost of the current software if they are getting advertising dollars from 'sponsors'.
This is no difference from any major sporting event where banners, logos and flash advertising is everywhere. You don't see people not going to these events. It all relates back to the average people tends to ignore it just like commercials on TV. All the average viewer does it change the channel temporarily.
We are currently working on a game sports game with a completely free play element based on income from ingame adverts. This business model for our type of game makes perfect sense and is the only way we can support the running costs and ongoing development of the game without either selling the client software or charging a subscription for the game.
Ingame adverts if done properly and in context are a perfect way for developers and publishers to create revenue, which long term can help improve games and help to reduce the costs to end users, as well as making some much needed additional cash for us hard up developers.
If EA were to release FIFA free because the ingame ads paid for it, would you rather have a paid version with spoof ads ? I think not...
Would you rather a bill board in your favourite RPG have an ad for Sprite, or for a ficticious drink called Cooky Cola ?
The ads do not detract from the game if the game is well designed, and as long as that is the case, it can only be a good thing.
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Megahertz
Member since: 10/19/2000 From: USA
Posted - 4/12/2005 10:50:57 PM
Posted - 4/13/2005 10:37:39 AM
