That makes the New York company a force to be reckoned with in the nascent market for advertising inside games. IGA has released the fourth version of its software development kit that lets game developers take sections of their games and designate them as capable of displaying ads.
[aditude-amp id="flyingcarpet" targeting='{"env":"staging","page_type":"article","post_id":99385,"post_type":"story","post_chan":"none","tags":null,"ai":false,"category":"none","all_categories":"games,social,","session":"A"}']While advertisers experimented with $150,000 budgets in the past, they’re now running full campaigns for $400,000 to $500,000 each, said Justin Townsend, chief executive of IGA, in an interview. He said that more campaigns are running through the entire network rather than on just one platform. At the moment, Townsend said that games are proving to be counter-cyclical, which means they prosper in tough times because people stay in and entertain themselves. (Futurist Faith Popcorn called this “cocooning.”)
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Townsend said that the core games business is doing very well with in-game ads that are placed on billboards or vans in the environment of racing games such as EA’s “Burnout Paradise.” Those ads make a bigger impression and generate more revenue than the less-frequently watched casual game ads, Townsend said.
Townsend said that IGA’s strength in core games will cushion it from the effect of Google moving into the casual in-game ad market for Flash games, which are much simpler than hardcore games. But he said he wouldn’t be surprised if Google expanded to other platforms as well. Still, IGA is doing so well that it may not leave a lot of room for the slow-moving search engine giant. Other rivals include Double Fusion, Massive, and to some degree NeoEdge Networks and Mochi Media. (NeoEdge does in-game ads for downloadable casual games as well as Flash games, while Mochi Media does ads for Flash games).
Gamers don’t seem to mind ads when they’re relevant to the world of the game. A Nielsen Games study showed that 80 percent of gamers felt games were just as fun with ads as without. And Nielsen said that consumers’ positive views of a brand increased 33 percent after viewing in-game ads for the brand.
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