Is In-Software Advertising the New Frontier For Business-to-Business Advertising?
In response to the growing demand for highly relevant advertising opportunities, software companies can look to the gaming industry’s multi-million dollar revenues generated by in-game advertising. Despite the current economic uncertainties, the in-game advertising industry is expected to reach $800 million in the US by 2012, according to a recent Forbes.com article. As the young male 18-34 demographic continues to shift its leisure time from television to gaming, consumer brands are taking advantage of this captive audience through relevant, well-placed advertising. From fast food to tourism, clothing, and television itself, in-game advertising allows advertisers to craft creative campaigns within the context of the game. Starwood Hotels and Resorts Worldwide opened the Aloft Hotel in the popular virtual world, Second Life, in order to create hype and obtain feedback from potential clients prior to its launch, while Everquest 2 players can order delivery from Pizza Hut. While mass con
