Play is growing more interesting for media buyers in the increasingly complex world of video games. A study by NYC-based Ziff Davis Media shows game usage is eroding use of other traditional media, especially TV. And just as marketers are beginning to view games as a legitimate advertising vehicle, a new wrinkle has emerged. Ziff Davis says console-based games have overtaken PC-based for the first time.
In addition, a white paper from GamePro, a video game trade magazine, shows that console-based games are approaching a ‘transitional’ phase between older and new generations of play systems. This means that consumers will likely postpone purchases of new software until the new gaming platforms have been established. The rapidly evolving situation has prompted some big agencies to create video game specialty units, such as Starcom MediaVest Group’s Play division, based in Chicago, but most are still wondering how and if they should take advertising and branding in games to the next level.
http://www.ziffdavis.com/about/contact
http://www.idgentertainment.com/mediakit/whitepaper.shtml
http://www.smgplay.com/how_c.htm
