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Engage In-Game Advertising is describing itself as "the first independent in-game media company" offering "strategic planning and placement services targeted specifically for videogame advertising". The company's first campaign is for fast-food chain Subway.
David Smith, vice president of business development for Engage said, "Since it's a relatively new medium, many companies are unaware of the promotional reach and creative flexibility videogame advertising can provide when trying to target the elusive 18- to 34-year-old male audience."
He added, "When done correctly -- and the in-game ads contextually support the game environment -- we're finding gamers are in favor of videogame advertising because it enhances the realism of the game play. As a result, our clients are discovering that in-game advertising is connecting well with their key customers."
Smith points out that television viewership among men 18 to 34 declined by 12 percent in 2004, while the same group spent 20 percent more time playing videogames.
By Colin Campbell
Provided by Next Generation - Interactive Entertainment Today
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