Warc Briefing: In-game Branding
Definition:In-game branding is the practice of using gaming as a vehicle for brand messages. The term encompasses running graphic and video display ads within third-party games as well as creating branded games.
Quick facts
- UK consumers spent more on games than music and video combined for the first time in 2008i.
- The average ratings of Korea’s dedicated TV gaming channel exceed those for baseball, football and basketballii.
- Global in-game adspend is forecast to hit $1.8bn in 2010 – an increase from $56m in 2005iii.