目次
価格・ご注文について この調査レポートは、ゲーム内広告の市場を調査し、市場動向や分析、市場予測などを掲載しています。
In-Game Advertising, or IGA, is a fast-growing market that is expected to increase from 716 million euros globally in 2009 to 1.4 billion euros in 2013. This report, which provides a detailed view of how the market is structured and the strategies being employed by the players, sheds new light on the market’s promising outlook, its inherent challenges and the medium-term growth levers.
Key Questions
- What momentum for the different market segments: in-game, around-game advertising and advergames?
- How can advertising adapt to the immersive and interactive nature of video games?
- Are the tools used for measuring in-game advertising efficient?
- Are gamer profiles and their consumption of digital entertainment growth levers for in-game advertising?
- How do gamers view the arrival of in-game advertising?
- What are the issues for the stakeholders: advertisers, in-game advertising companies, publishers, platform manufacturers, developers, technology providers, etc.?
- In-game advertising market forecasts up to 2013, by platform (home console, handheld console), PC (offline and online) and mobile phone.
Actors Analysed
- Blockdot
- Double Fusion
- Google / Adscape Media
- Greystripe
- IGA Worldwide
- Jogo Media
- Massive Incorporated
- Neo Edge
- Onlive Gaikai
- SL Business Directory
- WildTangent
- Yahoo
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TOP
1. EXECUTIVE SUMMARY
2. METHODOLOGY
3. IN-GAME ADVERTISING MARKET
3.1. Market overview
3.1.1. The shrinking TV audience
3.1.2. Video games: growing competition
- The Apple ecosystem: iPhone/iPod + App Store
- MMORPG on handheld devices
- Dematerialised distribution
- On-demand gaming platforms
- Free2play: the success of dematerialisation
3.1.3. Definition of IGA
3.1.4. Advertising and video game segments
- In-game advertising
- Around-game advertising
- Advergames
3.2. Product/service trends
3.2.1. IGA formats
- Advergames
- Dynamic advertising
- Advertising inserted between levels
- Game skinning
- Advertising before the game starts
- Advertising after the game is over
- Product placement
- Sponsoring
3.2.2. Still largely static multi-platform services
3.2.3. Internet connection, IGA lever
- Assets of dynamic IGA
- Internet-ready consoles becoming the rule
- Casual gaming + Free-To-Play + Advertising: a winning trio
- MMO games and persistent universes, a broad field for advertising to explore
3.3. Usage
3.3.1. Extremely diverse gamer profiles
- In the United States and in Europe
3.3.2. Casual vs. hard core gamers
3.3.3. Effectiveness of IGA
3.4. Current market estimates
3.4.1. Video games: a thriving market
3.4.2. Advertising: lessons from the recession
3.4.3. In-game advertising: a nascent market
- Global market: + 39% since 2006
- Advergames: 30% annual growth
- IGA: number one video game advertising segment
3.5. Key factors
3.5.1. Key technologies
- "In-house solutions"
- Contribution of standardised tools
- IGA formats
3.5.2. Regulatory environment
4. PLAYERS & STRATEGIES
4.1. Industry structure
4.1.1. Player profiles
- Advertisers
- In-game advertising companies
- Gaming platform providers
- Marketing agencies
- Game publishers
- Developers
4.1.2. Value chain
- Ad market players
- In- and around-game advertising value chain
- Advergame value chain
4.1.3. Competition structure
- Player specialisation by platform
- Entry barriers on certain platforms
4.1.4. Business models
- Static advertising: one-shot agreement
- Dynamic advertising: like an online ad broker
4.2. Key players
- Profiles of the key players
4.3. IGA short-term issues
- A segment unto itself
- Converting gamers
- Convincing advertisers
4.4. Growth enablers
4.5. Growth impediments
4.6. Keys to success
5. MARKETS & FORECASTS 2009-2013
5.1. Forecast hypotheses
5.2. Forecasts by geographical area
- North America
- Latin America
- Asia-Pacific
- EMEA
- World
5.3. Forecasts by segment
- Static advertising
- Static advertising
5.4. Forecasts by platform
- Home console
- Handheld console
- Computer, offline
- Computer, online
- Mobile phone
