In Brief

Modern technology is being utilized to ensure the target market is surrounded by in-game advertisements.

Advertising in video games is set to become as common place as it is in movies and TV. Advertisers now realize the reach and benefits it can provide, and in-game ad spending is expected to hit $1 billion in the next couple of years.

In-game advertising has many advantages including high levels of audience engagement, positive brand associations and the chance to reach members of the public who are hard to communicate with via other types of media. Gamers are most likely to be men aged 18 to 34 — who are an attractive target group for advertisers, and many companies focus on in-game ads that will appeal to them.

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