We've been big on the advergaming opportunity with Alan Moore in our book (Communities Dominate Brands has a chapter on the gaming and virtual reality opportunity of social networking) and obviously I have gaming as a chapter in both of my follow-up books, Digital Korea and Mobile as 7th of the Mass Media. It has been, however a geeky kind of subsector, in particular most news about mobile gaming. Advergaming has been below the radar for most.
Now as mobile advertising is in strong growth and getting massive attention from Admob amazing stats to Blyk trailblazing success to many wonderful and weird uses of mobile in selling anything from selling winter tyres to BMWs using MMS picture messaging to selling actual Ford Ka cars with an augmented reality campaign for mobile; now advergaming is suddenly hot. And its about time. Look at Greystripe for example. They have just celebrated the download of their 140 millionth free advergame serving the iPhone, as Tech Crunch reported a week ago. This is getting to be big, really fast.
There is a great story about advergaming at the blog of our friends over at MJelly, which looks at several advergaming concepts and companies, such as Hovr, Playyoo, Cellufun, 123 Play, etc. A very good article with lots of good links (and they also discuss Greystripe).
And a brief reminder, if you are into mobile advertising, mobile marketing and perhaps also mobile advergaming, my new eBook has 50 case studies of the best case examples of mobile advertising around the world, including BMW winter tyres, Ford Ka augmented reality, Admob, Blyk, and many specific advergaming case studies such as Puma's Shanghai Formula One advergame and NWA's puzzle poetry travel quiz in Japan to Coca Cola's advergaming in India. See sample pages and a few of the case studies from the eBook at the Tomi Ahonen Pearls Vol 1 page.
thanks for the mention :-)
There's a big question around whether you can build a VC scale business in this space with just advertising though. Mobage Town is a good example of a mobile services that uses free games as a hook but makes money from other areas (e.g. virtual goods, mobile payments etc)
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