In-game advertising: Hype over substance
June 2007
Joshua Graff, Business Development Manager, Europe and Asia for Microsoft Massive and Ed Bartlett Vice President of IGA discuss the short-term future of In-Game Advertising as compared with online and other traditional media.
Joshua argues that this form of advertising will grow faster than online because it is inherently different. “Our biggest vertical is the movie industry,” he says. “We’re not serving pop-ups with click-throughs”.
Both address concerns surrounding policing and potential abuse touting current built-in self-regulation systems as safeguards. Accountability to brands, dynamic network models, regionalisation and the different methods of measurement are also debated.
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