Elizabeth Harz, Senior Vice President Global Media Sales
I love reading through the web press and I wanted to share this interview with Elizabeth Harz on EA’s media strategy. She was interviewed by Industry Gamers and her interview can be found here: http://tinyurl.com/mxctjs
This is a fascinating interview as Harz discusses how EA is changing as a media company and she gives some great insights into in-game advertising. Interestingly, Screen Digest recently said in-game advertising would be worth over $1 billion worldwide by 2014. And $1 billion spent on ads in games in 2014 would equal about 1.5% of the global ad budget that year. This shows the sheer potential that in-game advertising has within the games industry which is worth today $45 billion. Wow!
In-game advertising is a fascinating subject amongst gamers. Sports enthusiasts absolutely adore having football / sports stadiathat look exact to real life and that includes all advertising as you would see in that stadia. Sports kits must look identical to real life, hence with advertising and sponsers. Advertising adds to the realism and immersion of gamers into the experience.
Harz is adamant that games and advertising can go hand in hand. But advertising should never get in the way of gameplay or take away from the experience. Interestingly, traditional forms of advertising are in mass decline. With a proliferation of tv channels, tv is not the easiest media to reach core audiences, especially if viewers use Tivo or Sky Plus to avoid adverts. Traditional print media is also declining as people, hungry for the latest news and information, search and feed off the internet. Hence advertisers, know that they can hit target audiences and they are captive on a videogame….perhaps for hours at a time, subconsciously taking in in-game advertising brand messages.
What’s your view on in-game advertising and how it should develop?
EArl
© 2009 Electronic Arts Inc. All rights reserved. All trademarks are the property of their respective owners
As it was clearly stated, the day in-game advertising interferes with gameplay and experience, that’s the day videogames will be the last thing on my mind. However, playing FIFA and not seeing any ads just outside the pitch, well, that’d just be ridiculous.
I know ads pay for a lot of things, so I’m all for it since it might give developers a bigger budget on a game, maybe… hence a better game delivered. But if I ever have to hit an “X” or a “Close” button while playing, then demanding lower prices on games wouldn’t and shouldn’t go beyond anyone’s mind.
[...] View original post here: Inside EA » Blog Archive » EA…the media company & In-Game Advertising [...]
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