In-Game Advertising

IGA Worldgroup Leads The Pack And They Might Be Getting It Just Right

(CBS) 
After I made my way to their offices in Manhattan, they let me watch how their software works. They even launched a fake ad campaign so I could see the process. The whole system is quick, streamlined. It only takes a few minutes to get a campaign started. From there, advertisers can target exactly who they want. They can market according to specific demographics, by ESRB rating. Like television, video games have primetime spots.

One thing that impressed me, as the proud owner of something called a "Conscience," is that they're the only company that has made it a point to say that they have a very specific code of ethics. No other company showed me that their system does not, for example, allow for alcohol or cigarettes or other Adult products to be displayed in anything below Mature-rated games. There is a blocking system set up in their core software.

"This is how we prevent Budweiser from advertising in a kids' game," said Darren.

Darren and Andrew also said that they would like to work to see that developers get more of a cut from the profits made through this kind of advertising. As it stands, the money from in-game advertising goes to the publishers.

"Not that we're Robin Hood," Andrew smirked. "We would just like to see the devs get something out of this."

IGA said they're reaching out to their competitors, companies like Massive and IGN. They're open to collaboration.

"Isn't this a bit naive?" I asked. Business is a cutthroat arena. Mom and pop coffee shops get pushed away by the Starbucks infection. The bottom line is money.

"There's room," Andrew said. "There is a spectrum of companies. It's not that I think it's naive, but it's different."

There are no regulations and no standards for in-game advertising. IGA wants to change that. They want to lay the groundwork for how in-game advertising operates. They said they want to work with their competitors to do it; an in-game ad UN maybe.

What impact does this have on video games and the future of gaming?

It can go either way, of course. Perhaps it will give game makers more monetary freedom. Publishers might take more risks if they know they can still profit by selling a little digital space.

Then again, it could all go downhill if the wrong people are making the decisions.

In-game advertising is here to stay and it's only getting bigger. If advertisers cross the line, and gamers care, we can always make sure they know it where it hurts the most: in their bank accounts.

But, if Andrew and Darren hold true to what they said, maybe we won't have to.