Media Summit 2007 Advertising and Games: From In-Game Advertising to Cross Promotional & Custom Brand Extension

Julie Shumaker, VP of Worldwide Sales, Double Fusion
Ralph Rivera, VP & GM, AOL Games
Colleen Aylward, Category Development Officer, Entertainment, Yahoo!
Nique Fajors, Senior Vice President, Sales & Marketing, Atari
Brandon Berger, Senior Strategist, Digital Innovation OgilvyInteractive
Bryan Cashman, Senior Consultant, Deloitte Consulting LLP
Katherine Hays, Chief Operating Officer, Massive Incorporated
Andrew Frank, Media Research Director, Gartner Research, Moderator
For Session Description & Speaker Bios Click Here

  • Males 25-34 as well as older females are very active in the gaming space however, women tend to play casual games

  • Different stories in gaming- there are no love stories in most games

  • The intensity of the experience is unmatched

  • Young professionals and teens- Action and Sci Fi film goers

  • Content attracts the different types of gamers, “Guitar Hero” attracts just as many women as men

  • Forget about the platform, talk about the content

  • Massive takes the network, aggregate and verticalize approach

  • Is the gaming industry stressed by reach and mass targeting

  • Industry is not standardized and simple to buy

  • The next level is 3d objects, animations, interactivity

  • We have not caught up with what it means to engage. We are still trying to measure by page views, impressions etc.

  • The gaming industry if forward looking

  • The video game in its traditional format may not be optimized and as effective as creative creation of advergames

  • Metrics beyond the game- sharing UGC, buzz etc.

  • Consumers Immersion

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