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Table of Contents

Market Study
Published: April 2010
Pages: 90
Tables: For full details, please email keithw@cmsinfo.com
From: GBP 1499.00  Buy Now!
Research from: Visiongain
Sector: Media & Entertainment

Facebook games based around advertising now achieve over 1 million monthly active users, with many of these coming through mobile usage. Whether its referred to as advergaming, ad-funded gaming or casual games, the advergaming industry had revenues in excess of $3 billion on mobile, iPhone, social networks platforms. Targeted user information continues to emerge about who plays games, spurring interest on the part of advertising agencies who can use games to reach specific markets. Broadening of interest has meant that gamers are not just teenage males, but men through to 35 years and beyond as well as women between the ages of 35 and 55.

If as we know advertising is a crucial means for brands to promote their products and services, hooking the user into loyal, opt-in repeat acknowledgement of the brand through gaming can increase this brand awareness exponentially. Many advertisers believe mobile advergaming can provide the distinctive edge that their ad campaign needs. Traditional advertising methods such as print, TV and radio are becoming less popular - with brands and advertisers as they are unable to reach out to consumers as much as they would wish. Instead the likes of internet and mobile advertising are witnessing increased usage and spend. However, even within advergaming changes are happening as we see advertisers and developers linking up to take the user from free-to-use games through to pay-to-play generating revenue while also advertising.

Ad-funded content is attractive to consumers as it is available for free or at little cost; consequently users engage with the content. So how can mobile network operators, developers and gaming companies continue to utilise this growing market. How can advergaming and ad-funded gaming benefit you? How should you approach your advergame strategy?

Decisions need to be made in how to target the game - whether simple traditional games rebranded, which are often found on social networking sites or search engines, or often built into the handset. These are cheap for the advertiser to utilise, and for the developer to provide, but won't be exclusive. Specific companies will custom-develop complex games for large brand marketers allowing further game-play with additional features. Alternatively, we see the increased introduction by advertisers partnering with developers to have products embedded in games, often pay-to-play high-end games, suited to higher end handsets. Brands, developers, marketeers and carriers each need to be aware of which format will achieve the greatest return for them - customised games can cost approximately 1 million euros.

Distribution is the key for any ad-funded game. No matter how good the game is, if players don't play then the advert element will be lost. Therefore key tie-ups with social networkers, capturing audience interest as well as harnessing user opt-in so that loyalty can be built up is essential. Registration within the game can allow brands increased access to users, as well as on-going relationship building, plus allowing for the increased up-sell of pay-to-play. Games will however be limited by the inventiveness, creativity and user-friendly nature of the developers, directed by the brand-marketeers and harnessing the technology provided by improved networks and handsets.

Reading this exclusive management report will tell you the following:
• How does mobile advergaming compare to other advertising methods?
• What effect will mobile advergaming have on other forms of advertising and vice-versa?
• Which providers, advertisers and operators have been active in the mobile advergaming and ad-funded gaming markets?
• What does the future hold for mobile advergaming and ad-funded gaming?
• How will technological improvements and user trends affect the market?
• How can the mobile gaming market as a whole benefit from advergaming?

Our latest report will provide you with valuable insight in to the mobile advergaming and mobile ad-funded content market. Mobile advertising is set to be crucial to brands looking to target the consumer in a more personalised and direct manner. Leading brands and content providers are already implementing successful mobile advergame strategies in order to differentiate from rivals and engage with consumers. How will this affect handset development, network access and user integration - this report will tell you.

Can you afford to take no action and risk falling behind?

Who needs to read this report?
Directors, VP and Senior managers in:
• Mobile/Cellular carriers and operators
• Mobile ad providers
• Mobile brands/marketers
• Mobile web content players
• Mobile gaming providers

Visiongain is a trading partner with the US Federal Government
CCR Ref number: KD4R6 

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