SCEA, SCEE Cements PS3 As In-Game Advertising Platform
Gaming is big business these days, and you can't have big business without ads. Some gamers despise the idea, but they're gonna have to get over it, because with the numbers going nowhere but up, advertising is absolutely essential to maintaining that momentum.
Today, SCEA and SCEE have announced the "introduction of dynamic in-game advertising on PlayStation 3." What this means is that marketers can now contact Sony for placing ads in games for the PS3, and Sony's first partner is IGA Worldwide. In-game advertising is expected to increase by a whopping 1,150% to $971.3 million over the next five years (Yankee Group), and that being the case, Sony isn't about to pass up this opportunity. As SCEA says, the PS3 really is an ideal choice for marketing.
"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market," said Phil Rosenberg, Senior Vice President, SCEA. "Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers."
Everyone in the advertising industry knows how valuable the 16-35 demographic is, and of course, that's typically the age group that owns and avidly uses the PlayStation 3. This will be key to furthering the growth of the industry.
"PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry," said Justin Townsend, CEO, IGA Worldwide. "Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people's living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot."
Sony reveals in the press release that they have sold more than 12.5 million PS3s worldwide, and DFC Intelligence predicts that total sales for next-gen gaming platforms "will pass the 180 million mark by 2011." Quite obviously, this is an advertising venue that can't be missed, and...well, it won't be. As far as we're concerned, provided it doesn't impact the gameplay, we have no trouble seeing a Pepsi billboard somewhere in the game. In-game ads certainly didn't hurt the experience in GTA, right? Let's just hope we don't get to the point where the gameplay is actually paused to watch a commercial, like in TV. That's going too far.
6/4/2008 Ben Dutka