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Video Game Advertising:
Getting to the Next Level
It is no news that video games are hot, but what's new is that they are becoming a hot advertising medium. Globally, it's estimated that video game advertising will grow nearly 23% a year over the next five years. The main reason? Everyone is playing.
The Video Game Advertising report analyzes the trends fueling the rise of video game advertising.
The increasing online connectivity of game environments, greater percentages of women and adults playing video games and technological advances that allow greater flexibility in how, where and when ads are embedded into game titles are already drawing marketers to the medium.
But as the in-game advertising industry evolves, game developers, console manufacturers, advertisers and technology providers are experimenting with new approaches that leverage the shifting demographics of the gaming population.
Key questions the "Video Game Advertising" report answers:
- How does in-game advertising play into the economics of the video game development?
- How will shifts in demographics and consumer behavior affect video game advertising?
- What is the outlook for "advergaming"?
- Are types of video games more conducive than others to advertising?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Video Game Advertising report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions.
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It is no news that video games are hot, but what's new is that they are becoming a hot advertising medium. Globally, it's estimated that video game advertising will grow nearly 23% a year over the next five years. The main reason? Everyone is playing.
Executive Summary
 Worldwide Video Game Advertising Spending, 2006-2011 (millions)
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Video Game Advertising
Percent of Media Budget that US Advertising Executives Plan to Allocate to Select New Online Media in 2007
Planned Spending in the Next Year on Emerging Advertising Tactics according to US Online Marketers*, 2005 & 2006 (% of respondents)
Worldwide Advertising Spending
Worldwide Video Game Advertising Spending, 2006-2011 (millions)
Worldwide Advergaming Spending, 2006-2011 (millions)
US Advertising Spending
US Video Game Advertising Spending, 2006-2011 (millions)
US In-Game Advertising, Mobile Gaming and Online Gaming Revenues, 2005-2010 (millions)
US In-Game Advertising* Revenues, 2004-2010 (millions)
US Advergaming Spending, 2006-2011 (millions)
The Video Game Market
Global Revenues
Worldwide Video Game Revenues, 2006-2011 (billions)
Worldwide Video Game Revenues, 2005 & 2010 (billions)
Worldwide Video Game and Interactive Entertainment Industry Revenues, 2005 & 2011 (billions)
Worldwide Video Game Sales, 2005 & 2011 (billions)
US Revenues
US Video Game Revenues, 2006-2011 (billions)
US Video Game Sales*, 2006 & 2007 (billions and % increase vs. prior year)
Console and Handheld Video Game Software Revenues in the US, by Platform, 2005-2010 (millions, % increase/decrease vs. prior year and CAGR*)
Consumer Behavior & Attitudes
Number of Hours per Week that US Video Game Players* Spend Playing Computer or Video Games, April 2006 (% of respondents)
Attitudes of US Male Online Gamers Ages 18-34 toward In-Game Advertising, 2006 (% of respondents)
Least Intrusive Approach to In-Game Advertising according to US Male Online Gamers Ages 18-34, 2006 (% of respondents)
US Consumers and Video Gamers Who Are Aware of and/or Have Seen In-Game Advertisements, by Age, June 2006
Level of Familiarity with In-Game Advertising among US Video Gamers, by Usage, February 2006 (% of respondents in each group)
Attitudes of US Video Gamers toward In-Game Advertising, by Usage, February 2006 (% of respondents in each group)
Casual Games
Favorite Type of Game according to US Video Game Players*, April 2006 (% of respondents)
Online Games
Worldwide Online Game Revenues, 2005 & 2011 (billions)
Online Game Revenues in North America, 2005 & 2010 (billions)
Online Game Revenues in China, 2005 & 2010 (billions)
Online Game Revenues in the Asia-Pacific Region, 2005 & 2010 (billions)
US Online Video Game Sales, 2006 & 2010 (% of total video games sales)
Worldwide Online Game Revenues, by Type, 2005 (% market share)
US Advertisers' Reactions to Select Innovations in the Media Landscape, 2006 (% of respondents)
Demographics
US Computer and/or Video Game Players, by Age and Gender, 2006 (% of respondents)
US Gamers Who Play Games Online, by Gender, 2006 (% of respondents)
Video Game Console Users in the US, by Age and Gender, Q4 2006 (thousands)
US Adult Console Gamers, by Gender, 2006 (% of respondents)
Casual Gamers Worldwide, by Gender, August 2006 (% of respondents)
Casual Gamers Worldwide, by Age, August 2006 (% of respondents)
Casual, Core and Hardcore PC Gamer Characteristics in the US, 2005
Measurability
Related Information and Links
Related Links
Contact
Report Contributors
About eMarketer
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It is no news that video games are hot, but what's new is that they are becoming a hot advertising medium. Globally, it's estimated that video game advertising will grow nearly 23% a year over the next five years. The main reason? Everyone is playing.
ABI Research
America Online (AOL)
American Advertising Federation (AAF)
Associated Press (AP)
comScore Inc.
Consumer Electronics Association (CEA)
DFC Intelligence
eMarketer
Entertainment Software Association (ESA)
Information Solutions Group (ISG)
In-Stat
International Data Corporation (IDC)
International Game Developers Association
Interpret
Ipsos
Ipsos Insight
JupiterResearch
MarketingSherpa
Nielsen Media Research
Oppenheimer & Co. Inc.
Parks Associates
PopCap Games
PricewaterhouseCoopers (PwC)
Universal McCann
US Census Bureau
Yankee Group
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Price: $695.00
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Price: $695.00
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