Dynamic In-Game Advertising – The Impact on Brand Equity

James Myring and Max Willey
Continental Research

BACKGROUND – THE PHENOMENON THAT IS GAMING

The gaming industry is simply huge, and continuing to grow fast.

According to recent findings from Top Global Markets, an integrated monthly report from leading providers of consumer and retail information in the video games industry (The NPD Group, GfK Chart-Track Limited and Enterbrain, Inc.), combined video game software unit sales across the world's three largest games markets – US, UK and Japan – experienced growth of 11% in 2008 totalling 409.9 million units versus the 367.7 million units sold across these markets in 2007.

Verdict Research forecast at the end of 2008 that spend on games had out-sold music and video in the United Kingdom for the first time.