KonzeptioNerd

Advertising to Elves: new article on Ingame Advertising

Sabine Raffel, media-planner and engaging presenter (Raffel Media | Media Beratung, Strategie und Planung) and I have written an article for Torsten Schwarz’s Leitfaden Online-Marketing.

“Ingame Advertising - Neue Wege zur Zielgruppe” (IGA - New Approaches to Your Target Group)

The thing about print is that the facts you base your ideas on are often daten by the time the hardcopy rolls of the press. Companies that live off selling advertising in games are steadily improving their techniques for placement and measurement. But Sabine and I remain skeptical about the potential of advertising in games.

Flow is a major topics of game psychology and arguably to a large degree responsible for our enjoyment of games. And flow is characterized by intense concentration and immersion. Current data seems to indicate that successful completion of game levels leads to improved self-image, mood and learning capabilities. Whereas poor ingame perfomance may lead to aggressive real world-behavior.

Just how likely is it that gamers whose attention you’ve been able to draw from their game to your advert will view it with a positive predisposition?

Download the article here: Ingame Advertising - Neue Wege zur Zielgruppe (636 KB).
Read more about the book: Marketing Börse Buchblog. Or buy the book (large book, many contributors who know what they’re talking about) from Amazon: Torsten Schwarz, Hrg., “Leitfaden Online-Marketing“, marketing-BÖRSE 2007. 900 pages (in German). ISBN-10: 3000209042, ISBN-13: 978-3000209048

I’m trying to get BlueMars’s Carsten Prüser to review Leitfaden Online-Marketing on KonzeptioNerd. If you’re interested in reviewing the book or the article elsewhere, drop me a line. We have a few review copies left.

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