Product placement via online games

Marketers are increasingly turning to videogames--console-based, online, and so-called advergames that are built-to-order by advertisers seeking to create the ultimate in branded experiences. Product placement and promotion in videogames are part of the broader trend toward branded entertainment.

The trend is likely to spread across all media as marketers try to surround consumers with their brands everywhere they go. But there are unique opportunities in the online space. Take online games, for example. With each new plotline, episode, segment, or character downloaded, gamers can view new in-game advertising and promotional messages. The ability to swap out and update specific messages is easier with online games. The process also requires more monitoring and labor. With online games, there is an opportunity to interact with players, perhaps via instant messaging or opt-in, permission-based methods. There is the possibility of more data collection.

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