Ingame advertising: Base-x

The Dutch Royal Airforce has developed a game called Base-X and uses in-game advertising in Battlefield 2142 to promote this. In my opinion it would have been much more effective to have a Modification developed in BF2 or America's Army like we proposed together with Power Unlimited some time ago...

Got Milk?

A real cool game produced in 2007 to raise the awareness amongst children that drinking milk is actually good for you!

This game contains multiple levels with a great learning curve.
It is REALLY impressive.

Check it out here

Also be sure to check out the Got Milk website. It's very nice as well!

Rainbow Six Vegas - Axe Can Easter Egg (HD)

A good effort to add some extra fun to a game. This easter egg of Axe reveals a mini video showing 'fake bloopers' of spy - agents.

Consumer Generated Axe / Lynx commercial (9 sec.)

Haha - Well done!

Moorhuhn - on of the first PC advergames, now over 35 products!

One of the first advergames I can remember was programmed ten years ago and was called 'Moorhuhn', a game to promote a Whiskey label.

Know Moorhuhn?

Was it one of the winners who received a CD with the game or even a member of the promotions team – up to today it is unclear how the Moorhuhn escaped. Fact is that it wasn't planned.

Whether by Email or as download from private websites the Moorhuhn started its conquest of a growing fan community. Even on floppy discs the chicken got multiplied – for the benefit of those people that weren't part of this phenomenon called internet yet.

Like a virus...

Like a virus the little game spread on German PC's and also beyond the country's borders (in The Netherlands it was a huge success). The advertising industry cites the Moorhuhn as the most successful example of viral marketing; some even claim it was the first viral marketing campaign ever.


The media quickly adopted the game and spun competitions and events around it which resulted in groaning or even collapsing download servers.


The downloads hosted by well known providers numbered in the millions, the unknown number of privately passed on games most likely ranges far higher and the number of killed virtual fowl is certainly beyond count.

The success of the game was in fact so profound that in 2002 research showed that 84% of all Germans knew the Moorhuhn. A representative market research in 2008 with focus on gamers determined that 98% of all German gamers know the chicken.

Right now the Moorhuhn franchise has grown to over 35 titles in ten years. If people still doubt whether advergaming is interesting... have them call me!

More information about the history of the game can be found here

Game in a banner: a Bannergame!

A very cool example of a game integrated in a banner. Not necessarily new, but very well executed. You can play realtime versus other players on 5 different websites.

Bravo!

http://www.electronicarts.nl/custom/thinkfastdrivefaster

Google AdSense for Games: In-Game Advertising

Alfa Romeo MiTo _ In-game Advertising

The Alpha Romeo Mito's new commercial is definately game-inspired, hereby some ingame advertisement billboards... not the best way in my opinion, but feasible...

Massive (Microsoft) reveals ingame advertising results

From Marketingmag.com: Microsoft’s in-game ad business, Massive, has engaged comScore to gain insight into the worth of clients’ in-game advertising spend.

JJ Richards, Massive general manager, said the question is whether gamers take action after encountering ads during play.

"We know from 80-plus independently verified post-campaign studies that in-game advertising increases brand engagement. But, what we didn't know was the correlation between in-game ads and consumer action."

Microsoft will combine its anonymous ID data, common across Xbox LIVE and Microsoft’s web properties, with user data from comScore’s panel of two million to determine whether panelists who saw in-game ads subsequently visited brand websites, searched brand-related terms, or engaged in any other online behaviours valuable to advertisers.

comScore has conducted some preliminary research using this new methodology on some recent in-game Massive campaigns. The results were heartening for the company, consumers exposed to in-game ads for:

* TV shows were 280% more likely to visit a TV channel's website
* 57% more likely to visit a movie rental brand's website

* 17% more likely to visit entertainment sites after seeing ads for a particular movie, and

* Consumers exposed to related ads were 125% more likely to search for a movie rental brand

Let Them Play With Your Brand

This is the presentation I recently held at the Marketing Information Event in Rotterdam and the day after at the Cc_Live Interaction event in Den Bosch. Go Check it out!

Laat met je merk spelen

View more presentations from Crossmarks.

The Great Flu

The Great Flu

Could you BE anymore actual!?

Play the game and find out how YOU can fight the flue....

Kia Soul - Massive In-Game Ads

Not necessarily my way of ingame advertising, because this is still logo pushing without adding anything for the consumer... still - it works according to Massive's latest effectiveniss reports. Check Massive.com or visit www.brandnewgame.nl and make an appointment for more information.

Massive: The Future of In-Game Advertising

This is what Massive promises on gamevertising - there's a game for everyone!

Webinars on Ingame Advertising & Gamevertising

Check out a cool presentation on ingame advertising by Massive / Xbox.

You have to leave your contact details to be able to log in.


Next session is next week on Tuesday! - Don't miss it!

WEBINARS

In-game advertising of Puma in Wipeout Pure

An example how ingame advertising should NOT be done... Incredibly annoying, pushy, repetitive and non-creative. This is terrible.

In-game advertising of Puma in Wipeout Pure

View more presentations from Barts_706.

IAB defines ingame advertising guidelines

The IAB has defnined guidelines for ingame advertising together with partners like Google, Microsoft and Sony PlayStation.

The guidelines can be downloaded here at the bottom of the page.

Need For Speed Undercover - Renault Megane Coupe Trailer

Nice (but very short) trailer of the Renault Megane in EA's Need for Speed: Undercover. Plenty of consumer generated movies as well on Youtube by the way...

Home - In Game Advertising Webinar

Home - In Game Advertising Webinar




Join an online event and discussion about ingame advertising in a series of 7 events upcoming months.

Check the link to subscribe to the events.

Nuon Solar Challenge

Nuon Solar Challenge


The Nuon solar Challenge, a nice extension of the real race, not too realistic to be honest...

I didn't know a road could be that linear!

With more budget I am sure it could have become more remarkable and notable.

Too bad.

In-game advertising study by 11 Prozent

In-Game Advertising works – if all parties involved observe the rules. Brands such as VW, Jack Wolfskin and Coke Zero already benefit from high recognition rates. Poor placement, on the other hand, may cause complete disregard for an ad, as Puma had to experience in the artificial testing environment. Gamematrix’ experimental eye-tracking analysis reveals the strengths and weaknesses of the medium. The study proves that it is not enough to be constantly present in the field of view – placement and design are the key elements for the success of in-game advertising. Taking the collected data as a basis, the researchers offer some essential guidance to the advertising and games industries.


Erding, August 25th 2009 – The analysis, which was carried through by gamematrix, the research department of 11 Prozent Communication, and the University of Offenburg, shows that in-game advertising can be effective – under certain conditions. “Product advertising only works in context with the brand, otherwise it remains unnoticed”, says Carsten Szameitat, research leader gamematrix, managing director 11 Prozent Communication. “Brands strongly benefit from in-game advertising as their recognition rates increase by 30 percent.” Thus, advertising in computer games is well suited to convey an image and to bring the brand to mind.

The following effects could be identified during the analysis:

- Money spent on games: About 60 percent of the respondents stated that they played computer games but did not spend any money on games.
- The average player prefers to play offline on a PC and in single-player mode.
- A memory test showed that brands represented in a game could be remembered faster after playing the game than brands, which were not represented.
- Popular brands could even be linked to their appearance in the game. Volkswagen for example reached a memory quota of 84 percent.
- Some probands believed to have recognized advertisings that did not appear at all. The respective brands might consider this for future advertising activities.
- Despite being constantly present (31 placings), the brand react was barely noticed and did not achieve more than 20 percent of the attention VW achieved with only one strong placement. This clearly shows the enormous influence of placement on the effect of an advertisement.
- The poor performance of badly placed ads also became obvious in the soccer game. Well-placed brands achieved twice the amount of advertising fixation than Puma, which was barely noticed because of its unfavourable placement in the artificial testing environment.

More information on: http://www.11prozent.de/englisch/study.html