I'm in ur gamez, serving u adz
September 6, 2012 8:02 AM Subscribe
The In Game Advertising Business for Dummies - please drop some science on me regarding notable vendors and rates for this kind of thing given that Massive was killed.
posted by spicynuts to technology (5 answers total)
The names and job descriptions of some characters discussed below have been changed to protect the innocent, namely me as I'm under an NDA. Please note the part in BOLD where I talk about what I don't want. When I say 'in game' I am not referring to 'around the game frame' or 'during the load screens'.
I am working on a project for a top 50 international brand. The project involves the development of an interactive game that will begin as an HTML 5 browser based game for phase 1 and most likely extend into iOS and Android for phase 2 around third or fourth quarter '13. Part of what I need to do for this game is serve in- game advertisements for co-sponsors or other contracted advertising partners. The problem I'm having is that since the demise of Massive, no one seems to do this and so I am faced with not having an avenue for finding an off the shelf technology to plug in and not having any rate card for industry standards around this.
If it was a simple matter of serving some banner or flash ads around the frame of a game or during load screens, I'd be golden but that's not what we want to do. We want to do something more like product placement in movies or tv shows -
meaning, the game environment will have places like billboards on streets or the sides of buildings, ad space on the sides of buses or inside subway stations or trains, ad spots during radio broadcasts in taxi cabs or in a coffee shop, etc etc. We will also sell sponsorships for things like an entire Starbucks on every corner, for example. I can find no real model for how to charge for this kind of thing.
Anyone have ideas or companies large or small they can point me to? NYC, SF, Portland OR, Boston companies are fine. Probably Vancouver too. I figure I need a vendor to supply the technology to serve and track the ads and a someone to talk to about industry standard rates for this ad space.