The efficiency of advert gaming

Advert games are created for advertising functions. It is a very popular form of commercial communication in United States. According to Price WaterhouseCoopers estimated value of advert gaming in US in 2007 was 150 billion USD. At the same time, eMarketer provides a figure of 502 billion USD. However, both market researchers estimate that this value will increase to 950 billion USD in 2011.

The latest research results in US show that electronic games take major part of free time for teenagers and people in their twenties. A poll conducted by Entertainment Software Association in 2004 showed that 35% people in US think that computer games are the most interesting form of entertainment, while TV had only 18% votes.

American company Massive (part of Microsoft) has also provided very interesting research results. According to them advert gaming increases brand recognition by 64% and general brand assessment by 37%. Advert gaming has had the best results in technology industry.

Different types of advert in games for mobile phones

Splash screen – is a full screen advert, displayed for a few seconds at the beginning of the game.

For the player it appears as a natural introduction to the game. Consequently, a splash screen advert can hardly be missed by the player. It is displayed just after the application has been started, when player’s concentration is on the highest level.

Product placement - is a type of advertising, where brand’s promotional advertisements are placed within the game as a part of it. It is a very useful tool when creating the brand image.

Good product placement makes the advert more real and better absorbed by a player.

Unlike splash screen advert, product placement affects recipient’s subconscious mind. What is more, player’s contact with brand is not only at the beginning but through the whole game which increases the effects.