In-game ad spend to double

Video-game scenery is set to change over the next few years as spending on in-game advertising is forecast to double.

by Helen Leggatt

Half a billion dollars was spent on in-game advertising, including advergaming and mobile games, in 2007.

Around 60% of that total was spent just on in-game advertising, approximately $295 million. That in-game ad spend is set to more than double by 2012 to $650 million, according to eMarketer's recently released "Video Game Advertising" report.

According to the report, "The big growth in in-game advertising will come not from console games but from the rapidly evolving casual and online game segments.”

eMarketer predicts that web-based games alone will see ad spends increase 133% between now and 2012. “In this space, advertising is accepted not only as art imitating life but also as a trade-off for free game play,” said the report.

Tags: ad spend, advergaming, gaming, in-game advertising, web-based games

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