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One in four of the world’s population regularly accesses games on the Internet, with analysts estimating that the global online and mobile gaming market will grow from last year’s $29 billion to $46 billion by 2016. To help marketers and media buyers understand the true power of this new advertising channel, Brand-e.biz is hosting an event that will bring key people from the sector together to discuss the size of the opportunity for brands.
To help marketers and media buyers understand the true power of this new advertising channel, Brand-e.biz is hosting an event that will bring key people from the sector together to discuss the size of the opportunity for brands.
The seminar, entitled Game On: Engaging consumers with online play, will feature:
• Nadya Powell, MD EMEA, MRY
• Kristien Wendt, Head of Client Services & Business Development, Proelios
• Chris Kingsley, Chief Technical Officer, Rebellion/TIGA
• Bas Seelen, VP Advertising, Spil Games
• Martin Doyle, Head of Digital, Generation Media
Over the course of the event, the panel will address issues such as how online gaming can improve consumer engagement rates; how advertisers can use the channel to better target audiences and reach all consumer demographics; how it can boost campaign ROI; and how games and gaming sites can allow advertisers to effectively reach audiences at scale.
In keeping with the gaming theme, attendees will also be able to win a 64GB wifi and cellular enabled iPad.
Commenting on the Game On seminar, Brand-e’s content director, Steve Mullins, said: “Gaming can no longer be associated just with teenagers hunched over consoles in their bedrooms. Titles like Angry Birds and Candy Crush, plus the rapid growth of tablets and smartphones, have ensured that games are played everywhere and by everyone. This provides a huge opportunity to brands, and is in line with the massive shift of ad budgets to online, and in particular to online video.
“Brands in the US have already woken up to the power of games, yet their UK counterparts have been slow to buy into games as a channel, and this is mostly down to a lack of education. By bringing together some of the leading players in the online gaming space, we’ll be looking to challenge people’s pre-conception and raise education levels across the industry as well as helping buyers and advertiser get to grips with the power of online gaming to connect with their audiences. In essence we want to show clearly why brands can’t afford not to play.”
Bas Seelen, VP Advertising, Spil Games, added: “Today, online gaming offers mass-market appeal and the chance to stake out elusive premium advertising real estate. Plus, gaming sites deliver better ROI for advertisers video ads associated with gaming destinations generate an average CTR of 3%, which is roughly 30 times higher than that for standard online advertising campaigns. Furthermore dwell time and engagement rates are much higher, so gaming really does offer a compelling story for brands and it’s one which we look forward to telling.”
Game On: Engaging consumers with online play, will take place on Thursday 16th October at the London Transport Museum, Covent Garden Piazza, London WC2E, from 2.30pm to 6pm.
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scott.johnston[.]spilgames.com 
