Advergaming - Global and Indian Perspective (Cover Story)

-


Advertising Express, the International Advertising Publication of ICFAI Press, has featured my article as this month's Cover Story.
You can have a look at the June's Issue to get more details on the article and the publication.

The article talks about Advergaming and in-game advertising, a trend which is fast evolving in India currently. The global perspective has been discussed a lot of times and the industry has reached a certain maturity in the western markets. However, due to the nature of the industry, experts have not been successful in emulating the concept in India.
Is there a market for in-game advertising in India? If yes, who should invest in it and how should they go about it? What is the scope of the future growth and penetration into the Indian psyche for this concept?

To a certain extent, the article discusses these pertinent issues. Unfortunately, due to copyrights, I have little content to present. However, a Summary of the article has been presented below -

Advertising has evolved over the past two-three years and is no longer confined to the traditional modes. With the changing behavioral pattern of the consumer of theInformation Age, the way the marketers talk to the consumers is also changing. One such mode is advertising in video games through various channels. This paper presents a specific mode of advertising in video games... in-game advertising and advergaming. An overview of the industry has been presented and also various aspects of the same have been outlined. An initial discussion on the changing business environment and the need to shift from traditional advertising is also followed by a snapshot of the vast potential that this emerging segment holds. Consumer behavior in the gaming community is a complex phenomenon, and has specific attributes, which marketers the world over would like to leverage to build their marketing communication. This article attempts to identify specific characteristics of the typical consumer, and the factors influencing his decisions.

Feedback is welcome and highly appreciated. A post mortem of the article would follow soon, based on the feedback and current industry trends. Readers are requested to post their responses/thoughts...
Hope you like it!

Comments

Post a Comment

Popular posts from this blog

Socio-economic Classification - Are we (in) SEC C?

-
Image
Acknowledgements for this entry go to the interviewers in my last mock-interview, who asked my about the SEC bands and specifics! SEC, i.e. Socio-economic Classification is a classification made in the urban and the rural sector, to identify the consumption pattern and the household purchase behavior. Based on education levels, occupation, type of household , etc. the population is divided into separate bands, called the Socio-economic Classes. The Urban Sector is divided into SEC A1, A2, B1, B2, C, D, E1, E2 (Calculated as a function of Educational qualifications of the CWE* and his occupation) The Rural Sector is divided into SEC R1, R2, R3, R4 (Calculated as a function of Educational Qualifications of the CWE* and the type of the household he stays in – Pucca, Semi Pucca or Kaccha) Following is the exact division in the Rural Sector: ( Source : Ficci Press Release ) Unfortunately, I have still not been able to find out the exact details about the urban classification. But Accord
Read more

All women need to strip off….

-
Image
..the biases ..the stereotypes ..the perceptions ..the others in you No this is not a note on pornographic innuendoes, neither is it a set of tips to succeed in an MCP world. This is a collection of a little reflection, inspired by the monotony of over empathizing celebrations of Women’s day! Have you ever wondered - Why is Pink Panther a comedy and Black Panther an action hero film? Why is it that in spite of more movies in Bollywood now with lady protagonists, the Superhits – the highest grosers are still the ones that drive machismo? Why does our behavior towards women in our lives get determined by the lunar calendar? Is respect for women seasonal? Right from childhood to whatever you might term as “later stage of life” – women go through stereotypes. Some use hashtags to summarize their #MeToos, while others lock themselves in a room, praying for a better afterlife or silently waiting for the Phoenix to get up and change the world! Some empathize with their co-sufferer
Read more

Pay it Forward - and be happier!

-
Call it Gift Economy, "Pay it forward" or selfless, or just Social Impact - it has now been proven by Experts at Harvard also, that there is nothing more gratifying and nothing gives you more happiness than helping others and making them feel good! :) Though not sure of the connect with the brand, but would rate this high on the emotive appeal! :)
Read more