Casino News

World-renowned games including 'The Price is Right' select Eyeblaster.

New York, NY (PRWEB) November 28, 2007 -- Eyeblaster, the global leader in integrated digital marketing services and technology, today announced it has reached a new milestone in in-game advertising - exceeding 60 live ad enabled titles. Along with 40% growth in video impressions in the last quarter of 2007 over the previous quarter, this milestone further demonstrates Eyeblaster Ad Campaign Manager's leadership in emerging media advertising.

According to a recent eMarketer report, in-game advertising is fast becoming a strong, contending advertising platform. The analyst firm forecasts a compound annual growth rate (CAGR) of 23 percent in the in-game advertising field, approaching $2 billion by 2011.

This comes at a time when casual game developers are actively pursuing a wider demographic with their games. Downloadable casual games were originally introduced with a limited free trial to encourage players to buy the version following the trial expiration. This "try before you buy" model was more successful with females 28-55 years old. Consequently, games were developed with this demographic in mind. As the market matures, developers are discovering that an ad supported model is also a viable monetization option and appeals to a much wider spectrum of players.

"Because the ad supported model is an alternative effective way to monetize downloadable casual games, soon we will see more titles targeted at males," said Ran Cohen, Vice President of Product Planning for Eyeblaster. "The success of the model further validates Eyeblaster In-Game as a very effective platform to advertise any brand or product."

So effective, it seems, that developers of blockbuster titles are investigating new ways to utilize the Eyeblaster technology:

"As we began to develop The Price is Right, we were seeking solutions to integrate monetized units more seamlessly into the game," said Alex Thabet, President, Ludia, Inc. "With Eyeblaster's innovative technology, we now have the option of integrating dynamic product placement into the game play."

Similar to the long running television game show on which it is based, players of the casual version of The Price is Right guess at the price of consumer products, with the closest bid earning a shot at the next level of play. Eyeblaster developed a new ad format that includes attached data, the price of the product in this case, that can be dynamically served into the game.

"This is creative use of our existing technology that goes beyond interstitial advertising," said Cohen. "It also gives developers the ability to continually keep game play fresh."

This year Eyeblaster served in-game campaigns in over 13 different advertising categories with CPG, Entertainment, Electronics, Auto and Financial Services leading the list. Brands advertised include Proctor & Gamble, Microsoft, Visa, Ford, Coca Cola, PepsiCo, Charles Schwab, Warner Brothers, CBS and Volkswagen.

Ludia was founded by experienced independent industry players and has developed an innovative multi-platform game engine (GameFabric™) that enhances game creation and accelerates deployment efforts. www.ludia.com.

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