From the iMedia Breakthrough session "Gaming Impact & Measurement" with IAB Consultant Andy Fessel.

Given a choice, many younger entertainment consumers would rather play a game than watch a movie or television show.  How exactly have games captured the attention and imagination of our younger consumers? What is game play all about? Understanding the nature of the game experience is essential for advertisers and marketers working hard to position their messages within a game experience.
 
A new study conducted by Nielsen Interactive Entertainment found that persistent product integration in video games can be highly effective, leading gamers not only to recall featured brands, but also to recommend them to friends or rate them highly. The real challenge for brand marketers is to ensure that in-game communication enhances both gaming's involving experience and users' involvement with the brand, rather than interrupting the game experience and alienating users from the brand.
 
Gaming experts will address the following key issues: 

• How can ads in games take advantage of the huge levels of attention, frequency of play and duration of experience that games attract?
• What is the right concept and manner by which games should be measured as a new advertising medium?
• How large a part of the traditional and new media mix should gaming play?

Bios
With over 15 years of experience in media and entertainment, Michael Dowling has led VNU's growth into emerging industries, such as video games, wireless and broadband. In 2003, Dowling identified an untapped market for VNU and launched the video game unit, Nielsen Interactive Entertainment ("NIE"). 

Research Director Amy Shea serves dual roles at Ameritest by managing a team of analysts and project managers on global research projects ranging from packaged goods to financial services to high tech, as well as conducting research and presenting on the subject of advertising as film.

Joshua Larson serves as director of industry products for CNET's Games & Entertainment group, which includes online properties GameSpot, TV.com and MP3.com. In this role, Larson oversees the group's market intelligence products, including GameSpot Trax, which is used by marketers, retailers and investors to analyze current and future trends in gaming.

Andy Fessel is currently working with the Interactive Advertising Bureau (IAB) to implement the new standard Nomenclature classification of websites across the industry measurement services.  Prior to joining the IAB, Fessel lead the strategic and communications planning initiatives at Freestyle Interactive for their clients in the entertainment, telecommunications and consumer services sectors.

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Speaker(s): Andy Fessel, Consultant, IAB; Michael Dowling, SVP, Nielsen Entertainment; Amy Shea, Research Director, Amerites, Joshua Larson, Director of Industry Products, GameSpot, CNET Networks, Inc

Format: 33:56, 11.8 MB , MP3