What Is The Right Formula for In-Game Advertising?
Over on Marketing.fm, Eric posts about the right formula for in-game advertising. This posting by Eric is especially important to me as I am both a member of the IAB Committee for In-Game Ads and also, the founder of IGA Worldwide, the leading independent in-game advertising firm.
Eric dissects the model that the IAB came up with and adds another element to it which I feel is a nice addition. The formula that Eric came away with is:
(I + A) + (E+E) = E Factor
(Information + Authenticity) + (Entertainment + Engagement) – Intrusiveness = Effectiveness
Eric also references a screenshot of Red Bull in a game called Judge Dredd; little does Eric know that the integration referenced was done by Hive Partners, a division of IGA Worldwide. The screenshot is referenced because it is in-game advertising done RIGHT, which is a nice pat on the should to us… thanks!
In-game advertising works when it’s contextually relevant and you’re not forcing a brand into a game. If you are working hard to fit a brand into a game, chances are, it probably doesn’t belong there. However, every game out there has a number of endemic brands that are ripe for in-game placement.