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Game Advertising Spending to exceed more than $2
Billion in 2012
Game advertising spending in the U.S. will grow from $370 million in
2006 to more than $2 billion in 2012, according to
Electronic
Gaming in the Digital Home: Game Advertising, a new report
from Parks Associates. Over that time, game advertising will achieve a
compound annual growth rate (CAGR) of 33%, much higher than that of other
major advertising media, including TV, radio, print, and the Internet.
“Advertising in electronic games had an average monthly household
expenditure of less than 50 cents in 2006, while broadcast TV was at $37,
meaning advertisers are not using the gaming medium to its full
potential,” said
Yuanzhe (Michael) Cai,
director of broadband and gaming, Parks Associates. “If executed
correctly, game advertising can provide a win-win solution for
advertisers, developers and publishers, console manufacturers, game
portals, and gamers.”
In-game advertising will experience the highest growth rate among the
various categories of game advertising methods forecasted, increasing from
$55 million in 2006 to more than $800 million in 2012. Specifically,
dynamic in-game advertising (DIGA) in PC, console, mobile, and casual
games will grow from 27% of the in-game advertising market in 2006 to 84%
in 2012.
“DIGA offers several unique advantages, such as timeliness,
scalability, measurability, and flexibility,”
Cai said. “But the
industry will also have to address several looming challenges, including
lack of economy, lack of industry standards, and media fragmentation.”
Electronic
Gaming in the Digital Home: Game Advertising
paints a complete picture of the fledging game advertising
industry. The report includes analysis and forecasts for different game
advertising models and provides profiles of 26 key players in the game
advertising industry and comprehensive consumer perspectives.
About Parks Associates: Parks Associates is an
internationally recognized market research and consulting company specializing
in emerging consumer technology products and services. Founded in 1986, Parks
Associates creates research capital for companies ranging from Fortune 500 to
small start-ups through market reports, primary studies, consumer research,
custom research, workshops, executive conferences, and annual service
subscriptions.
The company's expertise includes new media, digital
entertainment and gaming, home networks, Internet and television services,
digital health, mobile applications and services, consumer electronics, and home
control systems and security.
Each year, Parks Associates hosts executive thought
leadership conferences CONNECTIONS™, with support from the Consumer Electronics Association (CEA®), and CONNECTIONS™ Europe. In addition, Parks
Associates produces the online publication Industry Insights in
conjunction with the CONNECTIONS™ Conference series.
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