數位居家電子遊戲：遊戲廣告

數位居家電子遊戲：遊戲廣告 是由出版商Parks Associates在2007年06月所出版的。 這份英文市場調查報告書包含190 Pages 價格從美金3000起跳。

目錄

Abstract

SYNOPSIS

Electronic Gaming in the Digital Home: Game Advertising paints a complete picture of the fledging game advertising industry. The report includes analysis and forecast for different game advertising models, including SIGA, DIGA, display, advergames, game tournament, and virtual worlds. It also provides profiles of 26 key players in the game advertising industry and comprehensive consumer perspectives.

“With an average monthly household expenditure of less than half a dollar in 2006, compared to $37 for broadcast TV, electronic gaming represents a seriously under-leveraged advertising medium,” said Yuanzhe (Michael) Cai, Director of Broadband and Gaming at Parks Associates. “Nevertheless, if executed in the right way, game advertising can provide a win-win solution for advertisers, game developers and publishers, console manufacturers, game portals, and even gamers.”

Table of Contents

The Bottom Line

1.0 Notes on Methodology

2.0 Game Advertising: an Overview

• 2.1 What is “Game Advertising”
• 2.2 Key Terminology Explained

3.0 Game Advertising: Industry Domain Analysis

• 3.1 An Overview of the Game Advertising Value Chain
• 3.2 Game Advertising Business Models
• 3.3 Key Constituents and Respective Industry Trends
  • 3.3.1 Advertisers: Looking for the Lost Eyeballs
  • 3.3.2 Ad Agencies: Path toward Digitization
  • 3.3.3 Developers and Publishers: Business Model Diversification
  • 3.3.4 Console Manufacturers: beyond Games
  • 3.3.5 Online Gaming Portals: Solving the 98% Problem
  • 3.3.6 Game Advertising Solution Providers: a Land Grab
• 3.4 Industry Drivers and Inhibitors
  • 3.4.1 Key Drivers
    • The Growth of Online Gaming
    • The Popularity of Casual Gaming
    • Connected Game Consoles
  • 3.4.2 Key Inhibitors
    • The Lack of a “Game Advertising Economy”
    • The Learning Curve
    • Platform Fragmentation
    • Lack of Industry Standard
    • Lack of Third-Party Auditing

4.0 Game Advertising: Methods and Solutions

• 4.1 Established Game Advertising Models
  • 4.1.1 Advergames
  • 4.1.2 Web Advertising
  • 4.1.3 Static Insertion
• 4.2 The New Darling: Dynamic In-Game Advertising
  • 4.2.1 DIGA in Retail Console and PC games
  • 4.2.2 DIGA in Catalog Games
  • 4.2.3 DIGA in Casual Games
• 4.3 Alternative Methods
  • 4.3.1 Virtual World
  • 4.3.2 Sponsored Game Play
  • 4.3.3 Game Tournament
• 4.4 Comparing Different Models

5.0 Zooming in on Dynamic In-Game Advertising

• 5.1 A Look under the Hood
  • 5.1.1 Key Technology Components
  • 5.1.2 Target Audience
  • 5.1.3 Target Platforms
  • 5.1.4 Ad Formats
  • 5.1.5 Inventory Availability
  • 5.1.6 Revenue Share
  • 5.1.7 Ad-buy process
• 5.2 Competitive Analysis of In-Game Advertising Solution Providers
• 5.3 Moving beyond Impression
  • 5.3.1 Product Placement and Plot Integration
  • 5.3.2 Addressable and Transaction-based Advertising
• 5.4 Benefit for Game Publishers and Developers
• 5.5 The Importance of a Full-Service Approach
• 5.6 What Will the “Big Three” Do?
• 5.7 Mobile Game Advertising

6.0 Market Forecasts

• 6.1 Forecast Methodology
• 6.2 Detailed Forecast

7.0 Market Implications and Key Recommendations

Resource Book

1.0 Shifting Demographics of Gamers

2.0 Segmentation of Gamers

3.0 Adoption of Online Gaming

• 3.1 Growth of Online Gaming
• 3.2 Popular Online Gaming Services
• 3.3 A Comparison of Online Gamers

4.0 Analysis of Gamer Behaviors

• 4.1 Average Playtime and Session Length by Platform
• 4.2 Demographics of Gamers on Different Platforms
• 4.3 Social Gaming Behaviors
• 4.4 Online vs. Offline PC Gaming
• 4.5 Gaming Expenditure
• 4.6 Analysis of Game Genres
  • 4.6.1 Popular Genres by Demographics
  • 4.6.2 Gaming Hours of Various Genres on PC and Console
• 4.7 New vs. Old Games

5.0 Gamers' Perceptions of Game Advertising

• 5.1 General Perceptions
• 5.2 Price Points of Ad-Supported Gaming Services & Add-on Features
• 5.3 Desired Discounts & Preferred Ad Formats

6.0 Profiles of In-Game Ad Networks and Consultancies

• 6.1 Adscape Media (Google)
• 6.2 Amobee Media Systems
• 6.3 Double Fusion
• 6.4 Engage In-Game Advertising
• 6.5 Greystripe, Inc.
• 6.6 IGA Worldwide
• 6.7 Massive Inc. (Microsoft)
• 6.8 InGameAd Interactive (China)

7.0 Profiles of Advertising Agencies

• 7.1 Ogilvy & Mather
• 7.2 Play/Denuo

8.0 Profiles of Game Portals & Publishers/Developers

• 8.1 AOL Games
• 8.2 Arkadium Games
• 8.3 Boonty S.A.
• 8.4 Fuel Industries
• 8.5 NeoEdge Networks
• 8.6 RealNetworks
• 8.7 Shockwave (Atoms Entertainment)
• 8.8 Skyworks Technologies
• 8.9 WildTangent
• 8.10 Yahoo! Games

9.0 Profiles of Console Makers

• 9.1 Microsoft Corporation
• 9.2 Nintendo Co.
• 9.3 Sony Corporation

10.0 Profiles of Game Ad Technology Providers

• 10.1 Eyeblaster
• 10.2 Exent Technologies
• 10.3 Trymedia (Macrovision)

Figures

The Bottom Line

• An Overview of the Game Advertising Value Chain
• Game Advertising Business Models
• Daily Hours Spent on TV, Web, and Gaming (among All Internet Users, 18-34 Male, and 35-54 Female)
• Ad Spending per Household/Month: by Media
• Percentage of Budget Planned for Various Forms of Emerging Media
• Game Consoles Not Just About Games
• Number of PC Gaming Hours per Month: Online vs. Offline (Q2/06)
• Casual Game Genres Played by Gender and Age
• Number of Xbox Live! Subscribers
• How Is an Impression Counted
• Summary of Advergames Developers
• Top Ten Casual Game Portals (April 2007)
• Time Spent on Playing New. vs. Old Games
• Key Providers of Virtual World Marketing Solutions
• Summary of Leading Virtual Worlds
• Major Game Tournaments
• The Game Advertising Continuum: a Comparison
• DIGA Technology Illustration
• Game Genres Played by Gender and Age: FPS, Sports, Action/Adventure, and Driving
• Popular Games on Xbox/Xbox 360 and PC
• How Is Revenue Shared
• DIGA Solution Providers: a Detailed Comparison
• Breaking Down the Cost of a Console Game
• Full-Service Shop Approach
• The Six Pillars of Sony PlayStation Network
• Mobile Game Advertising Solution Providers
• U.S. Forecast of Total Game Advertising Revenue (2006-2012)
• Detailed Breakdown of Forecast Numbers
• Comparison of CAGR by Type of Game Advertising (2006-2012)

Resource Book

• Trends in PC Gamer Demographics 2004-2007
• Trends in Console Gamer Demographics 2006-2007 by Age & Gender
• Trends in Online Gamer Demographics 2004-2007 by Age & Gender
• Trends in Console Gamer Demographics 2006-2007 by Education
• Trends in Online Gamer Demographics 2004-2007 by Education
• Percentage of Various Gamer Groups
• Estimated Number of Households with Gamers from Different Segments
• Ranking of Motivation, Time, and Money Spent
• Retail Gaming Revenue by Gamer Groups
• Percentage of Frequent Online Gamers (At Least Weekly)
• Online Gaming Services
• Using Online Gaming Services
• Popular Online Multiplayer Games
• Popular Online Multiplayer Games: by Age & Gender
• Online Game Spenders by Gender
• Online Game Spenders by Age
• Mean Hours Spent on Gaming Device
• Average Game Session Length
• Gaming Time Allocation by Platform: Male vs. Female
• Number of PC Gaming Sessions per Month: by Age and Gender
• Number of Console Gaming Sessions per Month: by Age and Gender
• Number of Gaming Sessions on a Mobile Phone: by Age and Gender
• How Do Different Gamer Groups Allocate Gaming Time
• Social Gaming Habits of Teens
• Social Gaming Habits of Adults
• Gaming with Child
• Number of PC Gaming Sessions per Month: Online vs. Offline
• Number of PC Gaming Hours per Month: Online vs. Offline by Age &
• PC Gaming Session Length per Month: Online vs. Offline
• PC Gaming Session Length per Month Online vs. Offline
• Gaming Budget Allocation
• Monthly Expenditure on Gaming
• PC Gaming Under-monetized Compared to Console Gaming
• Monthly Expenditure on Computer Games by Age and Gender
• Monthly Expenditure on Console Games by Age and Gender
• Monthly Expenditure on Online Games
• Types of Games Played Personally
• Casual Game Genres Played by Gender & Age
• Game Genres Played by Gender & Age: Kids, Dancing/Singing
• Game Genres Played by Gender & Age: FPS/Sports/Action/Driving
• Game Genres Played by Gender & Age: RPG, Simulation, Strategy
• Game Genres Played by Gender & Age: Advergaming
• Average Number of Hours Playing PC Games
• Average Number of Hours Playing Console Games
• Time Spent on Playing New vs. Old Games
• Average Time Spent Playing New vs. Old Games by Age
• Average Time Spent Playing New vs. Old Games by Gender
• Average Time Spent Playing New vs. Old Games by Segment
• Perception of In-Game Advertising
• Power Gamers Have Strong Opinions about Game Advertising
• Perception of In-Game Ads Always Having Negative Impacts: by Gender and
• Opinion about Seeing In-Game Ads to Win Prizes: by Gender and Age
• Opinion about Seeing In-Game Ads if it Helps Reduce Cost
• Opinion about Seeing In-Game Ads if it Helps Enhance Game Play
• Interest in Subscribing to a Game Service Featuring in-Game Ads at Various Price Points
• Price Sensitivity toward Game Services with Ads
• Appeal of Free Ad-Supported Gaming Service
• Interest in Games Featuring In-Game Ads and Special Features
• Interest in Extra Features in a Game with In-Game Ads: Gender Difference
• Desired Discount for Games with In-Game Ads
• Discount Expected for Games with Ads: by Age and Gender
• Perception of Different Types of Ad Insertion
• Least Intrusive Approach of Ad Insertion: by Age and Gender
• Double Fusion Publisher Partners and Game Titles
• Double Fusion Milestones
• Engage Milestones
• Greystripe Milestones
• IGA Worldwide Publisher Partners and Game Titles
• IGA Worldwide Milestones
• Massive Milestones
• Massive Publisher Partners and Advertisers
• Arkadium Casual Game Publisher Partners and Selected Titles
• Arkadium Milestones
• Boonty Milestones
• Fuel Industries' Casual Game Publisher Partners and Selected Titles
• Neoedge Casual Game Publisher Partners and Selected Titles
• Neoedge Milestones
• Real Networks Milestones
• Shockwave Milestones
• Skyworks Milestones
• WildTangent Milestones
• Yahoo! Games Milestones
• Xbox and Xbox 360 Units Sold
• Number of Xbox Live! Subscribers
• Microsoft Game Advertising Platforms and Divisions
• Nintendo GameCube Units Sold Worldwide
• Nintendo Wii Units Sold Worldwide
• PlayStation 2 Units Shipped Worldwide
• PlayStation 3 Units Shipped Worldwide
• Eyeblaster Milestones
• Exent Publisher Partner and Game Titles
• Exent Milestones
• Trymedia Milestones

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