'Spending set to increase on in-game advertising'

Businesses are set to increase their spending on advertising within computer games, according to a media analyst. In a new report, Screen Digest commented although many brands have yet to "get serious" about this method of marketing, this will change over the next five years. The study predicted $1 billion (£633 million) will be invested in this medium in 2014, following a steady increase in the preceding years. It will eventually account for around 1.5 per cent of global spending on digital advertising, it suggested. Vincent Letang, the organisation's senior analyst for advertising, commented these portals offer a "more controlled environment" than social display media. "Like online video pre-rolls, in-game advertising fills a gap in online branding, bringing familiar formats such as virtual billboards and TV ads into the gaming experience," he added. Earlier this year, Constant Contact highlighted the growth of marketing in social networks. Senior vice president at the firm Eric Groves remarked success in this area will be achieved if the "right balance" is struck with the number of adverts consumers are targeted with.