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250 LEADING ADVERTISING AGENCY, GAME DEVELOPER AND PUBLISHER
EXECUTIVES
ATTEND ADVERTISING IN GAMES FORUM
Forecasts Call for $800 million Market in 2009, $1 Billion in US by
2010
AUSTIN, Texas, April 18, 2005 -
The Game Initiative announced today that 250 executives from advertising
agencies, game developers and publishers participated in the first
annual Advertising in Games Forum on April 14, 2005 in New York City.
The audience consisted primarily of advertising agency executives
seeking to understand the market opportunities and expectations. Earlier
in the week Massive Incorporated announced its game advertising network
and IGN Entertainment signaled its entry into the advertising in games
business.
A number of key facts, figures and
estimates were provided to the audience by leading industry experts at
the Advertising In Games Forum. Highlights include:
- The Yankee Group
forecasted advertising in games is expected to rise to $800 million in
2009 from nearly $120 million in 2004.
- $266 Million, or
more than one-third of advertising in games in 2009, will come from "advergaming,"
when advertisers create a game around a product rather than place
their brands within a well-known title, according to Yankee Group
senior analyst Mike Goodman at the Advertising In Games Forum.
- Mitch Davis, chief
executive of video game ad network Massive Inc., told the audience
video game advertising would top $1 billion in the United States by
2010, and approach $2.5 billion worldwide.
- There are 100
million game capable cell phones are currently in the marketplace. 65%
of the population owns a cell phone. And the turn over or replacement
rate of cell phones is every 16 months, reported Anita Frazier,
Entertainment Industry Analyst, NPD Group, at the Advertising In Games
Forum. Every cell phone being sold on the market today is game
capable. So within 16 months all cell phones in the marketplace should
be game capable.
- The top selling 2004
game titles according to the NPD Group:
1. Grand Theft Auto San Andreas – 5.5 million sold since launch
2. Halo 2 on X box – 4.5 million units sold since launch
3. Madden NFL 2004 on PS 2 – 3.5 million units sold since launch
4. ESPN NFL 2K5 –1.6 million units sold since launch
5. Need for Speed Underground 2 –1.7 million units since launch
- Top selling PC title
of 2004: Sims 2 with 750,000 units sold., reported NPD Group at the
Advertising In Games Forum
- Best selling game
title of all time: Grand Theft Auto Vice City with 6.5 million units,
followed very closely by Super Mario 64 on the N64 which is about 6.0
milllion units, according to Anita Frazier, Entertainment Industry
Analyst, NPD Group, at the Advertising In Games Forum.
Advertising in Games Forum was the first
conference where advertisers, publishers and game makers will come
together to outline the opportunities and challenges of ads in games,
and explore together the most effective way to take advantage of games
as a platform while benefiting the consumer.
The Advertising In Games Forum East was
sponsored by Massive, Inc., Alias Systems, Microsoft Game Studios,
WildTangent, Mary-Margaret.com, GameSpot, GameDev.net, Moby Games, The
Bohle Company, XFIRE, Inc., and Business Wire.
About The Game Initiative
The Game Initiative is a leading producer
of conferences and events for professionals in the computer and video
game industry. The Initiative is chartered with the growth of the
industry through events, public awareness, information and supporting
programs and serves the needs of companies and people involved in
producing interactive entertainment software and hardware for video game
consoles, handheld devices, personal computers and the Internet. Game
Initiative events include the Austin Game Conference, the Women's Game
Conference, The Advertising In Games Forum, The Casual Games Conference,
Game Technology Association Meetings and the How to Break into the Game
Industry national conference series. More information about the Game
Initiative can be found at
http://www.GameConferences.com
For more information:
Steve Farrer
512-415-8300
steve@gameconference.com |
