According to analysts at Citigroup, the in-game advertisement market should reach $1 billion USD in revenue by 2014, marking a 40 percent growth from the current market, an expected $600 million revenue for 2009.
The report states that “in-game ads have higher engagement” than traditional ads used online and that “advertisers’ appetite for in-game marketing appears to be increasing.”
Citi expects to see the large growth in the PC gaming space, as well as in games played online.
The report is the second in recent weeks to forecast revenue for the up-and-coming in-game advertisement market, with PricewaterhouseCooper estimating a significantly higher jump to $1.4 billion USD by 2013.
Result for: game ads
Sony has announced that it will be introducing dynamic in-game advertising on the PlayStation 3 in both the UK and the US.
Marketers and companies interesting in having the ads in games are now able to engage “through advertisement distribution partners” and Sony announced that IGA Worldwide was selected as the PS3’s first partner.
“The PS3 platform is primed to leverage the high growth potential of the in-game advertising market”, said Phil Rosenberg, senior vice president, SCEA.
“Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers.”
Analysts have said the dynamic advert market will reach $800 million USD by 2012 and it is clear Sony wants a piece.
