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Case Title:

Gaming - An Emerging opportunity

Publication Year : 2006

Authors: Amish Shah & Joel Sarosh Thadamalla

Industry: Entertainment

Region:Global

Case Code: BBP0035A

Teaching Note: Not Available

Structured Assignment: Not Available

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Abstract:
The gaming industry consisting of three segments namely; console, computer and mobile was a $28 billion industry globally and according to analysts, it could exceed $55.6 billion by 2007. The use of interactive technology to deliver embedded advertising messages through the media of games was referred to as, ‘Advertising into Games’, which could be delivered in three prominent ways (1) Around Game Advertising (2) In-Game Placement and (3) Advergaming.

Games as an emerging media facilitated the marketers to have a much closer interaction and a lasting impression with traditionally difficult-to-reach-consumers. This was increasingly being done by either advertising to the target segment based on the game content or customising the game according to the message to be delivered to the target segment. Though the revenues derived from advertising into games was not significant yet, according to the industry analysts it was expected to reach $1 billion by 2010.

The case provides various details and components of the gaming industry. It attempts to identify the opportunities and challenges that lie ahead for it to emerge as a successful media of future.

Pedagogical Objectives:

  • To study the feasibility of an upcoming media for advertising
  • To understand the advantages of interactive media
  • To understand the significance of a user involved brand experience.

Keywords : Branding, Marketing, Advertising, Emerging Media Opportunity, Around Game Advertising, In-Game Placement, Advergaming, Video Games, Brands & Branding Case Study, Computer Games, Console Games, Net Games, Online Games, Mobile Games, Interactive Entertainment, Massive Incorporated

Contents:

  • Gaming Market
    • Console Gaming
    • Computer Gaming
    • New Development
    • Advantage Games
    • Around Game Advertising
    • In-Game Placement
    • Advergaming
  • Global Media
  • Road Ahead
  • Popular Gaming Websites of 2006

  • Various In-Game Advertising Opportunities
  • The Largest Companies that specialized for In-Game Advertising
  • Distribution Methods for Advergames
  • Other Emerging Media
  • History and Brief about Gaming
  • Overview of the major Gaming Markets

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