Fundamentals of Marketing Through Games
Source: Catalyst SF
While not yet a massive sector of digital advertising on the order of Search or graphical (banner) marketing, the growth rates for spending on game marketing (and in particular, in-game advertising) are tremendous. Partly this is a result of the changing realities of the use and viewership of other media. That is, marketers are reacting to declines in TV usage among certain demos as their time spent gaming increases. But there are other factors as well. Games are the quintessential "Lean-forward" medium - users are absolutely paying attention when they game, and advertisers work to capitalize on this opportunity to reach and connect to engaged minds.