The game proved so popular that a non-branded version of the game, Root Beer Tapper, was released for general arcades, with the beer replaced by root beer to cater to younger audiences. The game had been originally sponsored by brewer Anheuser-Busch, and featured the brand’s logo with gameplay based on serving beer. The first released advergame was Tapper in 1983. Thus, the gaming industry came up with another way to partner with brands and those were advergames.Īdvergames are games made exclusively for advertising purposes. In games however, the graphics then weren’t great enough to include most products organically. A character casually drinking Coca Cola or lacing up their Nike shoes doesn’t affect the quality of the production. In movies and shows, you can see the world in great detail so including a product or two doesn’t look odd. They saw how the latter did product placement and wanted to replicate it in games but they faced some hurdles.
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Īfter this (relatively) wholesome ad though, game devs and brands alike took a note from movies and TV shows. It makes sense to look at how advertising in games works and how it came about, considering that the global video games advertising market is expected to reach $4.8 billion by 2024. Knowing these facts, we’re going to zoom in on one particular sector here, which is advertising in games. In 2019, a survey conducted by deltaDNA found that 94% of free-to-play video game developers incorporate some form of in-game advertising.
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The biggest chunk of video game market revenue, a whopping $91.4 billion in 2021, comes from smart-phone games and is more than the PC and console markets combined. These days, subscription services, in-app purchases (IAPs), and advertising all contribute just as much, if not more, to revenue. Long gone are the days when game revenue came from physical or even digital sales of copies. This comes from a variety of segments within gaming, which we’ve covered in detail in our game monetisation article.
The global market for video games has grown exponentially over the past decade and 2022’s revenue is projected to reach $219.90 billion.
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