Wednesday, September 20, 2006

Advertisers keeping score

Inside Branded Entertainment: "'Synergistically, the deal just lined up,' says Dave Anderson, senior director of business development and licensing at Activision. DaimlerChrysler, maker of the Wrangler, has been associated with four previous installments in the Tony Hawk video game franchise.

Such marriages are hardly unusual anymore. As one of the key audiences for traditional ad-delivery mechanisms on radio and network television — those multitasking 18- to 34-year-old males — increasingly turns to video games and the Internet, advertisers are modernizing their reach methods. Researchers at PricewaterhouseCoopers estimate that the global market for video games — including console games, massively multiplayer online games, and even casual and 'advergames' — should reach $46 billion by 2010."

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