According to SPOnG's exclusive interview
with former Bitmap Brother, now VP of publishing for in-game advertising specialist IGA Worldwide, Ed Bartlett, in-game advertising will be worth $1.2-billion in three years' time.
?Two or three years back, the advertising spend in games was dramatically under-represented in relation to its share of media usage - when compared with other mediums, as you can see from the Arbitron, US Television Bureau of Advertising, Entertainment Software Association and Yankee Group report from last year,? Bartlett told SPOnG.
That report compares media usage figures in TV, Newspapers, Radio, Internet and Games with the total amount of advertising spend in each medium in the US in 2003 (see results, pictured above).
?According to that, back in 2003 gaming had a 13.5% share of media use but only a tiny 0.06% share of total ad spend,? Bartlett informed us; adding, ?However, the situation is changing rapidly, and the in-game advertising industry is experiencing rapid growth. Here at IGA, we?ve looked at numerous predictions from major analysts in the industry ? including reports from Citi, IDC, Yankee Group, Forrester and SIG ? and we can confidently state that the in-game advertising industry should be worth at least $1.2 billion by 2010. The growth rate is just phenomenal!?
Check out SPOnG?s full IGA interview
for a more detailed insight into the current state of the in-game advertising industry.In-Game Advertising: "Smart Business" or "Satanic Biliousness"? Tell us in the Forum below.