The in-game advertising industry Essay Example | Topics and Well Written Essays - 500 words

The in-game advertising industry - Essay Example Business organizations have been very quick to realize the potential profit gain from this segment. Massive Incorporated, which is the world’s first video game company, operates with the mission of â€Å"aggregating the gaming audience to deliver advertising across a network of premier video titles and providing measured results on consumer interaction with the advertising.† Double Fusion is an Israeli in-game advertising company established in the summer of 2004. The business model of Double Fusion is very much similar to that of Massive. The product line of Double Fusion ranges from dynamic advertisements, integrated advertising, and â€Å"around game† inventory. In Game Advertising (IGA) seeks t o provide advertising services with its global computer video game media and advertising network. As opposed to Massive and other aforementioned competitors, IGA’s network encompasses multiple platforms including PC, console and mobile gaming and offer both stat ic and dynamic advertising. Together with Massive, Double Fusion and IGA Worldwide captures the largest market shares. Some smaller start-ups and players in the video game industry are also taking the challenge of in-game advertising.Despite the rapid growth of the video gaming industry, it also faces numerous challenges. It should be noted that customers now demand the creation of video games which have more sophisticated story lines and graphic improvements. On the other hand, the average commercial life of a video game has significantly dropped to less than one year.