The Massive Approach To Ads In Games, Around Games, & For Games

Speaking at the MI6 game marketing conference in San Francisco, JJ Richards of in-game advertising firm Massive discussed the ins and outs of the emerging field – what he called "in the games, around the games, and for the games" -- and pointed out the relative strength of games among other entertainment forms in the current climate.

Among entertainment forms, consumers plan to increase gaming spending more than any other type of spending in 2009, and studies also show games will see the least cutbacks among consumers – valuable top positions for advertising in an economic slowdown. Males aged 18 to 34 also cite video games as their "favorite leisure time" activity.

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