Video Game Advertising Today Media Essay

Video plucky Advertising Today Media EssayVideo bouncings argon a closely growing source of entertainment for people of all develops. Every psyche hindquarters find a movie granulose that he or she is interested in, because of this, advertise in video pluckys has become a prerequisite for marketing companies. They have the resources and the money to pay companies like Massive to stimulate their ad in a video spirited. Using this method, every somebody that loosenesss that game will see that advertisement. There argon two chief(prenominal) ways to advertise in a video game, static in-game publicizing, or high-octane in-game announce. Dynamic in-game advertising is much(prenominal) efficient and effective. Therefore, moral force in-game advertising is more effective than static in-game advertising.In-game advertising is the advertising of ads in com regulariseer and video games. According to JJ Richards from the Microsoft Corporation Research in North the States i ndicates that in-game advertising is highly successful for brands (Par 8). In the game industry, in-game advertising is utilise to eve discover the cost for making the game. For advertisers however, in-game advertising offers an opportunity to objective lens the 18-34 male age group who spend more clock time piddle video games then they do watching television. If the advertisers can get this age group and more to look at their ads, it will give them more money. This means that video game advertising is effective for advertisers.There are two types of advertising in video games, static in-game advertising and driving in-game advertising. Static in-game advertising is a method of advertising that allows marketers to place their ad in a video game, but they can non change the ad, or use up it from the game. Although, this method lets all the gamers see their ad, it has been permanently coded into the game. Therefore, if the ad goes out of date, or the output is no commodious er sold, the advertisement will still abide in that video game. This is a major disadvantage if, the marketers are having an military issue with a certain product, and the event solo lasts till a certain date. Therefore, if the marketers wanted to pay for static advertising in a video game, that advertisement would have to be a logo of a product that would not change, and would always remain up to date. Also, if the advertisers wanted to track which players were smell at the ad, and for how long, Static in-game advertising would be ineffective. Ed Bartlett from imediaconnection writes, It is presently impossible to accurately track ad viewing metrics, or to modify or switch off campaigns (Par 10). This proves that the modifications that can be made with combat-ready in-game advertising knead it more effective.Dynamic advertising is a a lot smarter and efficient method of in-game advertising. Instead of the permanent form of static in-game advertising, dynamic advertising w orks with an internet connection. Most games today, allow for the player to play online. Because of this, dynamic advertising was made, and used in many of the next times console games. Michael Goodman, Yankee Groups director for digital entertainment said, When I play the game today, I see one ad, and when I play the game three weeks from now, there are completely different ads in the game ( Par 15).Not however does the player notice the ads, it helps with the feeling of the game. Advertisements change in the real world, so changing up the scenery in the game world will make it feel more realistic. Now that engine room has developed further to enable online play, marketers and advertisers can use it to their advantage. It allows marketers to change their advertisements whenever the need, or want to. A company spokesperson from Sony explains that Online games mean greater tractableness for advertisers as to when, where and how long to advertise (Par 2). This means that the adver tisers will have more control over their advertisements. This in turn makes dynamic in-game advertising even more effective.Because dynamic advertising is online, now advertisers can know how long a player looks at their ad, and from what angle. The in-game key metrics available to advertisers are, impressions, time of exposure, day part and geography. This means that the advertisers can get statistics on how come up their ad played in the video game, and use the information to their advantage. Advertisers can put food, or drink advertisements into a video game to lay an audience. Although the player doesnt yearn for the food or beverage, their impulses tell them to go out and buy the product. This is a clever strategy advertisers use to get to the audience. The only disadvantage of dynamic in-game advertising is that a lot of games can be played offline as well. Because of this, players can play offline and avoid the advertisements, and the advertisers will not get the research t hey need.Even though advertisers have the freedom to put any ad into a video game, they still have to cogitate about the audience. If the advertisers want their ad to be in a game, it has to make the player feel as though he or she very is in the game. An article from the economic expert Newspaper states, Billboards look wrong in a fantasy adventure, but they make sportsgames, or those set in modern times, seem more realistic (73). This takes away from the gaming endure for the player. Advertisers have to be smart and actually put brand password in the game that are relevant to the game. This not only pleases the player, it pleases the game industry to know that this ad helped players get fully engrossed in their game.Since the development of dynamic in-game advertising, static in-game advertising has not been used as much. The video game industry has been relying on mainly dynamic in-game advertising, because it is more effective. Dynamic in-game advertising works, and because of that, static in-game advertising will most seeming never be used again. Dynamic in-game advertising has more potential, because advertisements are not the only thing that they can change. An article in the Economist Newspaper says, As well as appealing to mobile phones and clothes, it withal has huge potential for promoting films, another possibility is to update the music ingamestoo, and promote new singles (73). This means that advertisements are not the only things that can be changed using dynamic in-game advertising. This opens a door to unfailing possibilities that dynamic in-game advertising can do. So, not only is dynamic in-game advertising effective when it comes to advertisements, it is effective when it comes to other products as well.All of this research proves that dynamic in-game advertising is more effective than static in-game advertising. With technology today, static in-game advertising is obsolete. Which means, dynamic in-game advertising is more effective that static in-game advertising.