Electronic Gaming in the Digital Home - Game Advertising

Table of Contents

1.0 Notes on Methodology

2.0 Game Advertising: an Overview

• 2.1 What is “Game Advertising”
• 2.2 Key Terminology Explained

3.0 Game Advertising: Industry Domain Analysis

• 3.1 An Overview of the Game Advertising Value Chain
• 3.2 Game Advertising Business Models
• 3.3 Key Constituents and Respective Industry Trends
  • 3.3.1 Advertisers: Looking for the Lost Eyeballs
  • 3.3.2 Ad Agencies: Path toward Digitization
  • 3.3.3 Developers and Publishers: Business Model Diversification
  • 3.3.4 Console Manufacturers: beyond Games
  • 3.3.5 Online Gaming Portals: Solving the 98% Problem
  • 3.3.6 Game Advertising Solution Providers: a Land Grab
• 3.4 Industry Drivers and Inhibitors
  • 3.4.1 Key Drivers
    • The Growth of Online Gaming
    • The Popularity of Casual Gaming
    • Connected Game Consoles
  • 3.4.2 Key Inhibitors
    • The Lack of a “Game Advertising Economy”
    • The Learning Curve
    • Platform Fragmentation
    • Lack of Industry Standard
    • Lack of Third-Party Auditing

4.0 Game Advertising: Methods and Solutions

• 4.1 Established Game Advertising Models
  • 4.1.1 Advergames
  • 4.1.2 Web Advertising
  • 4.1.3 Static Insertion
• 4.2 The New Darling: Dynamic In-Game Advertising
  • 4.2.1 DIGA in Retail Console and PC games
  • 4.2.2 DIGA in Catalog Games
  • 4.2.3 DIGA in Casual Games
• 4.3 Alternative Methods
  • 4.3.1 Virtual World
  • 4.3.2 Sponsored Game Play
  • 4.3.3 Game Tournament
• 4.4 Comparing Different Models

5.0 Zooming in on Dynamic In-Game Advertising

• 5.1 A Look under the Hood
  • 5.1.1 Key Technology Components
  • 5.1.2 Target Audience
  • 5.1.3 Target Platforms
  • 5.1.4 Ad Formats
  • 5.1.5 Inventory Availability
  • 5.1.6 Revenue Share
  • 5.1.7 Ad-buy process
• 5.2 Competitive Analysis of In-Game Advertising Solution Providers
• 5.3 Moving beyond Impression
  • 5.3.1 Product Placement and Plot Integration
  • 5.3.2 Addressable and Transaction-based Advertising
• 5.4 Benefit for Game Publishers and Developers
• 5.5 The Importance of a Full-Service Approach
• 5.6 What Will the “Big Three” Do?
• 5.7 Mobile Game Advertising

6.0 Market Forecasts

• 6.1 Forecast Methodology
• 6.2 Detailed Forecast

7.0 Market Implications and Key Recommendations

1.0 Shifting Demographics of Gamers

2.0 Segmentation of Gamers

3.0 Adoption of Online Gaming

• 3.1 Growth of Online Gaming
• 3.2 Popular Online Gaming Services
• 3.3 A Comparison of Online Gamers

4.0 Analysis of Gamer Behaviors

• 4.1 Average Playtime and Session Length by Platform
• 4.2 Demographics of Gamers on Different Platforms
• 4.3 Social Gaming Behaviors
• 4.4 Online vs. Offline PC Gaming
• 4.5 Gaming Expenditure
• 4.6 Analysis of Game Genres
  • 4.6.1 Popular Genres by Demographics
  • 4.6.2 Gaming Hours of Various Genres on PC and Console
• 4.7 New vs. Old Games

5.0 Gamers' Perceptions of Game Advertising

• 5.1 General Perceptions
• 5.2 Price Points of Ad-Supported Gaming Services & Add-on Features
• 5.3 Desired Discounts & Preferred Ad Formats

6.0 Profiles of In-Game Ad Networks and Consultancies

• 6.1 Adscape Media (Google)
• 6.2 Amobee Media Systems
• 6.3 Double Fusion
• 6.4 Engage In-Game Advertising
• 6.5 Greystripe, Inc.
• 6.6 IGA Worldwide
• 6.7 Massive Inc. (Microsoft)
• 6.8 InGameAd Interactive (China)

7.0 Profiles of Advertising Agencies

• 7.1 Ogilvy & Mather
• 7.2 Play/Denuo

8.0 Profiles of Game Portals & Publishers/Developers

• 8.1 AOL Games
• 8.2 Arkadium Games
• 8.3 Boonty S.A.
• 8.4 Fuel Industries
• 8.5 NeoEdge Networks
• 8.6 RealNetworks
• 8.7 Shockwave (Atoms Entertainment)
• 8.8 Skyworks Technologies
• 8.9 WildTangent
• 8.10 Yahoo! Games

9.0 Profiles of Console Makers

• 9.1 Microsoft Corporation
• 9.2 Nintendo Co.
• 9.3 Sony Corporation

10.0 Profiles of Game Ad Technology Providers

• 10.1 Eyeblaster
• 10.2 Exent Technologies
• 10.3 Trymedia (Macrovision)

• An Overview of the Game Advertising Value Chain
• Game Advertising Business Models
• Daily Hours Spent on TV, Web, and Gaming (among All Internet Users, 18-34 Male, and 35-54 Female)
• Ad Spending per Household/Month: by Media
• Percentage of Budget Planned for Various Forms of Emerging Media
• Game Consoles Not Just About Games
• Number of PC Gaming Hours per Month: Online vs. Offline (Q2/06)
• Casual Game Genres Played by Gender and Age
• Number of Xbox Live! Subscribers
• How Is an Impression Counted
• Summary of Advergames Developers
• Top Ten Casual Game Portals (April 2007)
• Time Spent on Playing New. vs. Old Games
• Key Providers of Virtual World Marketing Solutions
• Summary of Leading Virtual Worlds
• Major Game Tournaments
• The Game Advertising Continuum: a Comparison
• DIGA Technology Illustration
• Game Genres Played by Gender and Age: FPS, Sports, Action/Adventure, and Driving
• Popular Games on Xbox/Xbox 360 and PC
• How Is Revenue Shared
• DIGA Solution Providers: a Detailed Comparison
• Breaking Down the Cost of a Console Game
• Full-Service Shop Approach
• The Six Pillars of Sony PlayStation Network
• Mobile Game Advertising Solution Providers
• U.S. Forecast of Total Game Advertising Revenue (2006-2012)
• Detailed Breakdown of Forecast Numbers
• Comparison of CAGR by Type of Game Advertising (2006-2012)

• Trends in PC Gamer Demographics 2004-2007
• Trends in Console Gamer Demographics 2006-2007 by Age & Gender
• Trends in Online Gamer Demographics 2004-2007 by Age & Gender
• Trends in Console Gamer Demographics 2006-2007 by Education
• Trends in Online Gamer Demographics 2004-2007 by Education
• Percentage of Various Gamer Groups
• Estimated Number of Households with Gamers from Different Segments
• Ranking of Motivation, Time, and Money Spent
• Retail Gaming Revenue by Gamer Groups
• Percentage of Frequent Online Gamers (At Least Weekly)
• Online Gaming Services
• Using Online Gaming Services
• Popular Online Multiplayer Games
• Popular Online Multiplayer Games: by Age & Gender
• Online Game Spenders by Gender
• Online Game Spenders by Age
• Mean Hours Spent on Gaming Device
• Average Game Session Length
• Gaming Time Allocation by Platform: Male vs. Female
• Number of PC Gaming Sessions per Month: by Age and Gender
• Number of Console Gaming Sessions per Month: by Age and Gender
• Number of Gaming Sessions on a Mobile Phone: by Age and Gender
• How Do Different Gamer Groups Allocate Gaming Time
• Social Gaming Habits of Teens
• Social Gaming Habits of Adults
• Gaming with Child
• Number of PC Gaming Sessions per Month: Online vs. Offline
• Number of PC Gaming Hours per Month: Online vs. Offline by Age &
• PC Gaming Session Length per Month: Online vs. Offline
• PC Gaming Session Length per Month Online vs. Offline
• Gaming Budget Allocation
• Monthly Expenditure on Gaming
• PC Gaming Under-monetized Compared to Console Gaming
• Monthly Expenditure on Computer Games by Age and Gender
• Monthly Expenditure on Console Games by Age and Gender
• Monthly Expenditure on Online Games
• Types of Games Played Personally
• Casual Game Genres Played by Gender & Age
• Game Genres Played by Gender & Age: Kids, Dancing/Singing
• Game Genres Played by Gender & Age: FPS/Sports/Action/Driving
• Game Genres Played by Gender & Age: RPG, Simulation, Strategy
• Game Genres Played by Gender & Age: Advergaming
• Average Number of Hours Playing PC Games
• Average Number of Hours Playing Console Games
• Time Spent on Playing New vs. Old Games
• Average Time Spent Playing New vs. Old Games by Age
• Average Time Spent Playing New vs. Old Games by Gender
• Average Time Spent Playing New vs. Old Games by Segment
• Perception of In-Game Advertising
• Power Gamers Have Strong Opinions about Game Advertising
• Perception of In-Game Ads Always Having Negative Impacts: by Gender and
• Opinion about Seeing In-Game Ads to Win Prizes: by Gender and Age
• Opinion about Seeing In-Game Ads if it Helps Reduce Cost
• Opinion about Seeing In-Game Ads if it Helps Enhance Game Play
• Interest in Subscribing to a Game Service Featuring in-Game Ads at Various Price Points
• Price Sensitivity toward Game Services with Ads
• Appeal of Free Ad-Supported Gaming Service
• Interest in Games Featuring In-Game Ads and Special Features
• Interest in Extra Features in a Game with In-Game Ads: Gender Difference
• Desired Discount for Games with In-Game Ads
• Discount Expected for Games with Ads: by Age and Gender
• Perception of Different Types of Ad Insertion
• Least Intrusive Approach of Ad Insertion: by Age and Gender
• Double Fusion Publisher Partners and Game Titles
• Double Fusion Milestones
• Engage Milestones
• Greystripe Milestones
• IGA Worldwide Publisher Partners and Game Titles
• IGA Worldwide Milestones
• Massive Milestones
• Massive Publisher Partners and Advertisers
• Arkadium Casual Game Publisher Partners and Selected Titles
• Arkadium Milestones
• Boonty Milestones
• Fuel Industries' Casual Game Publisher Partners and Selected Titles
• Neoedge Casual Game Publisher Partners and Selected Titles
• Neoedge Milestones
• Real Networks Milestones
• Shockwave Milestones
• Skyworks Milestones
• WildTangent Milestones
• Yahoo! Games Milestones
• Xbox and Xbox 360 Units Sold
• Number of Xbox Live! Subscribers
• Microsoft Game Advertising Platforms and Divisions
• Nintendo GameCube Units Sold Worldwide
• Nintendo Wii Units Sold Worldwide
• PlayStation 2 Units Shipped Worldwide
• PlayStation 3 Units Shipped Worldwide
• Eyeblaster Milestones
• Exent Publisher Partner and Game Titles
• Exent Milestones
• Trymedia Milestones