In-Game Ads Heat Up in UK

• Posted: Tuesday, May 08, 2007
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• Author: pradhana
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• Filed under: Advertising, Internet Advertising, Online Services

Paul Verna - Senior Analyst

In-game advertising in the UK is poised for rapid growth, according to the UK Internet Advertising Bureau's "IAB In-Game Advertising: The UK Market" report. Online gaming growth and changing demographics have set the stage for in-game ads to flourish.

eMarketer estimates that worldwide in-game ad spending will reach $2 billion per year by 2011.
Citing research by in-game advertising company Double Fusion and game publisher Electronic Arts, the IAB study noted the rise of women gamers.

Jennifer McLean of Double Fusion said that "certain titles, and particularly casual online games, attract an increasing number of older females. On many of the larger casual sites 70% of the audience is made up of women between the ages of 35 and 54. For example, 75% of the one million plus subscribers to EA's casual online games are women, willing to pay the $5 a month subscription."

That is in line with a study by the Information Solutions Group (ISG) commissioned by casual game developer PopCap, which noted that 76% of PopCap.com users worldwide were women.

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