Advertising in Console Games

Recent research shows that today's children are spending more time with game consoles than ever before. A US study revealed that over 30% of American kids under six play console games regularly for an average of two hours at a time.

Thanks to research that suggests console games may actually improve a child's hand/eye coordination - as well as the release of 'family-friendly' games designed to be played in groups - computer games are not treated with the same parental suspicion they once were. However, by offering marketers access to a lucrative children's market it's important to make sure that in-game advertisers play fair.

Early Advertising

Younger parents may well be able to remember some advertising appearing in the console games they played in their youth. Examples include early racing games featuring in-game branding from a cigarette company and sports games featuring advertisements from sweets brands and sports companies. As console games evolved, so did the sophistication of the ads. Soft drinks companies sponsored game tournaments to target young gamers, while a virtual sports arena might feature adverts for real-life products.

Although advertisers can be nervous about advertising in games which can hit the headlines for all the wrong reasons (such as the controversy caused by violent games like Grand Theft Auto) they still offer the opportunity to speak to young consumers on a one-to-one basis, often without parental supervision. Gamers also seem to accept in-game advertising as part of the gaming experience. A survey of teens reported that 43% would accept more ads in return for games costing less. This can be tempting for young gamers who can only afford a limited number of new titles every year.

Advertising Goes Online

Market research suggests that the in-game advertising industry will be worth 52 million dollars by 2011. Commentators believe this growth is fuelled by the ability of newer consoles to go online. By using a console to connect with the Internet, young gamers can play with other users from around the world. This kind of penetration is tempting for advertisers keen to reach as many players as possible for their advertising spend.

However, other experts believe that this interactive element will spell the end of consoles altogether. Some argue that in the future gamers won't just buy individual games, they will go onto the web to experience them instead, with developers relying on advertising to fund their development. Already a prototype exists for an 'iTunes'-style take on gaming whereby players can play games for free - as long as they watch a 30 second advert before each game.

Multiplayer Games

For advertisers targeting young children the popularity of MMOs (Massively Multiplayer Online games) could be a dream come true. While adult-oriented games like Second Life already have over 7 million registered users, the sign-up for children's multi-player worlds are growing fast. Multiplayer games give advertisers more scope than just sponsorship or ads featured in the game.

Forward-thinking corporations are already setting up online versions of their real-world marketplaces in the hope that online kudos will work to actively influence offline behaviour.