Game Advertising growing at 33% CAGR - more than any other medium

June 29, 2007 Computer games, be they console- or PC-based, elicit a level of involvement far beyond anything man’s ingenuity has previously created. The ability to produce an instantaneous and appropriate response to every action can generate a realism and intensity of connection waaay beyond the passive experience of watching television, or the audio wallpaper of radio, with a passion approaching that of procreation. This has not escaped the world’s most creative and influential minds (aka advertising creative directors) who see this as the ideal circumstance in which to deliver a message that will stay with us – gaming offers both a wonderful new way to interact with a brand, and an opportune time to tattoo a brand name on the psyche while the brain is open and engaged. Right now, household penetration of game consoles is approaching mainstream media status, yet the average monthly household advertising expenditure of the medium is less than 50 cents, compared to US$37 for broadcast TV. Is it any wonder then that this seriously under-leveraged advertising medium will grow at a compound annual growth rate (CAGR) of 33% until 2012, much higher than that of other major advertising media, including TV, radio, print, and the Internet.

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