Throughout the years, advertisers recognize that television viewing has been rapidly declining due to the wider popularity of video gaming. Thus, the emergence of the in-game advertising industry is a response to this situation. The in-game advertising industry is primarily responsible for the placement of ads in video games in different platforms…
PricewaterhouseCoopers estimates that the online gaming industry is set to grow $55 billion in 2009 (Video Games 2006). It should also be noted that the gaming industry grows at an astounding double digit rate of 25% annually.
Business organizations have been very quick to realize the potential profit gain from this segment. Massive Incorporated, which is the world's first video game company, operates with the mission of "aggregating the gaming audience to deliver advertising across a network of premier video titles and providing measured results on consumer interaction with the advertising." Double Fusion is an Israeli in-game advertising company established in the summer of 2004. The business model of Double Fusion is very much similar to that of Massive. The product line of Double Fusion ranges from dynamic advertisements, integrated advertising, and "around game" inventory (Double Fusion 2006). In Game Advertising (IGA) seeks t o provide advertising services with its global computer video game media and advertising network. ...
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The idea of opening a ‘Doggie Dip and Do’ as a retail outlet and full-service shelter for dogs is one of the finest plans adopted by you. It is one of the excellent opportunities for the animals especially dogs to spruce themselves, but one of its limitations is affecting the growth of the business i.e.
A new innovative way to send marketing messages is by reaching the customer indirectly while performing a different activity. A new alternative media channel marketers are targeting is video game advertising. Emarketer projects that US in-game advertising spending will increase from $295 million in 2007 to $650 million by 2012 (Emarketer).
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Strengths. Being the pioneer in the in-game advertising industry, Massive has been has already established a strong image in the market. Massive enjoys the first mover advantage relative to its competitors. It can be recalled that the company is the first one to consult distributors and publishers as well as arrange focus groups with gamers to determine their preferences.
Massive also recognizes the importance of its stakeholders with its aim of providing developers and advertisers with incremental profits.
Massive Incorporated does not mention any specific corporate objectives on its website or its publications. However, the company indirectly communicates its threefold objective of profit, customer satisfaction, and leadership.
The in-game advertising industry is primarily responsible for the placement of ads in video games in different platforms. It should be noted that the industry specifically caters to the 18-34 age group that represents a huge proportion of the global market and is one of the highly sought demographic segments by advertisers.
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ers to marketing approach of placing a commercial program on television; organizations produce and pay for advertisements to be broadcast on TV to convey certain messages for the sole purposes of marketing their products or services to the prospective consumers. Television
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