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.
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April 3rd, 2007 at 11:34 am
Darren, I really believe in game advertising is great in general. However, I’m curious if you really feel that “every game out there has a number of endemic brands that are ripe for in-game placement” For what it is worth, it seems like some categories of games may just be extremely difficult to do in game ads in. However, you know much more about the space than I do.
- Sean
April 19th, 2007 at 8:49 am
FWIW, I agree with the above poster. It is probably very difficult to advertise any products in a fantasy setting. You very likely can maniuplate science fiction games with futuristic ads, but trying to blend a product into a medieval setting and keep it contextually relevant must be nearly impossible. That said, what you wouldn’t give to be able to tap into the millions of subscribers of fantasy MMORPG’s, hmmm? (There is probably planty of room for advertising in City of Heroes, if it hasn’t already been tapped.)
September 25th, 2007 at 5:20 am
Hey Darren,
I was doing some research on brand management and stuff and then I started playing with the formula for In-Game Advertising. I think Eric is right when he adds authenticity. Personally I would even add another variable called “F” which stands for the emotional fit of brand and player. Let me make an example using the game “Mercedes-Benz World Racing”
If there was no variable F, effectivity would be the same for everyone playing this game. That wouldn’t make sense. Imagine two persons playing this game, one of them a huge Mercedes fan. Wouldn’t the effectivity for that person be higher ?
What I am trying to say is that the emotional fit is very important and thus it kinda surrounds the whole formula, leading to:
F [ (I + A) + (E + E) - I ] = E
Also, intrusiveness needs to be rated way higher then the other factors. Even if there is high authenticity a player would still not support commercieal braks during a battle for example. Therefor I’d rather divide, which leads me to:
F [ (I + A) + (E + E) ] : I = E
please let me know what you think of this.
September 25th, 2007 at 7:20 am
Martin, emotional appeal varies per person, so yes, including “F” would be smart. I could see an amazing advertisement for Tampax, but unless I use them/need them, the emotional appeal to me is not that strong.
Looks like you’ve been spending time on this formula - and it looks pretty good!