According to a BizReport article by Helen Leggatt, social gaming is “one of the fastest-growing activities on social networks in the last year or so.” In fact, McDonald’s already has a Farmville game called Mac Attack and Lady Gaga will soon bring “gaga” to gaming via GagaVille.
The article quotes recent research from eMarketer which states that 53 million US Internet users alone played social games at least once a month in the past year. The figure is expected to rise to over 68 million in 2012. According to the report, brands are using social gaming by inserting themselves through virtual goods, in-game advertising, player exclusives, coupons and campaigns that are tied in with real-world goods using the player’s in-game achievements or participation.
Leggatt further noted that the “key to inserting a brand into today’s social games is the ability to seamlessly fit within the gaming environment.” According to previous research, gamers are receptive of in-game advertising or marketing efforts such as product placements or branded virtual goods.
Leading social networking site, Facebook, is set to unveil a new in-game ad vehicle called sponsored video which is a collaboration wth TrialPay and Dealspot. In sponsored video, Facebook gamers will be paid, in Facebook credits, to watch the videos. Videos may be closed down at any point but only those who watch the video in full will get the payment.
