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In-game advertising forecast to grow to over $1 billion in the next five years
Screen Digest has just released a report covering the in-game advertising market in detail.
The report focuses on dynamic advertising (i.e.: that which uses proprietary networks like those operated by Massive, IGA and Double Fusion) and views them as “virtual out-of-home display formats.” This suggests that the $1 billon figure excludes:
- Product placements
- Advertising revenue generated by casual and social network games such as those operated by Gameforge, Bigpoint and Playfish
- Games paid for and created by brands
Screen Digest forecasts that dynamic in-game advertising will take approximately 1.5% of the global digital marketing budget, implying that the global digital marketing budget is approximately $66 billion by 2014.