The IAB Recognizes Advergames

The Interactive Advertising Bureau has recently added a bit more legitimacy to the field of advergaming with the addition of the “Games Advertising” link under the “Resources and Research” section on their global navigation bar. It is about time that this topic gains more coverage by the internet’s main pseudo-regulatory body.

Within the aforementioned links, you are able to download a full PDF file written by the IAB, in affiliation with the Games Committee, that has an abstract describing it as “The first in a series of papers that will lead the way to a vigorous and healthy industry with commonly adopted terminology, practices and standards.” Basically, the IAB has realized that it is high time to begin to, at least attempt, to legitimize the field of advergaming.

The PDF file is a relatively in-depth analysis of the definition of Advergaming, its most common practices, and an analysis of its future potential. It also details the different mediums used for advergaming, namely gaming consoles and the internet. In addition, it includes some pretty staggering research-based statistics that are true eye-openers to the significance of this manner of advertising for future marketing efforts. A few particularly amazing facts are as follows:

“Video Games [all-encompassing, not just Advergames] have emerged as a main-stream entertainment medium that generates worldwide revenues of about $25 billion in hardware and software sales. Surpassing box office revenues, movie rentals, book and music sales, Video Game revenues reached $12 billion in the US in 2006.”



“The integration of online games across all hardware platforms has resulted in the emergence of advertising as a significant revenue driver for the games industry. Analyst predictions vary, but they all point to big numbers. Parks Associates believes overall game-related ad spending will grow from $370 million in 2006 to more than $2 billion by 2012.”

And there’s plenty more good facts where those came from. Check out the PDF I am talking about Here. It provides even more evidence that advergaming is not a fleeting fad…it is here to stay, and its significance to the advertising industry will grow exponentially in years to come.