Dynamic In-Game Advertising – The Impact on Brand Equity

The article discusses online gaming and the effectiveness of advertising in that medium. The gaming market is huge and growing, especially among young men.

Dynamic In-Game Advertising – The Impact on Brand Equity

James Myring and Max WilleyContinental Research


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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands