New York-based in-game ad firm IGA Worldwide has begun its push into the casual game space, announcing an exclusive partnership with Merscom to place ads directly into its suite of casual games.
The global casual game publisher distributes games like the wildly popular "Jewel Craft" via its own arcade Web site, and online through major portals like Microsoft's Xbox LIVE Arcade,
and also retails titles in the U.S. and Europe. Casual games--loosely defined as online games with a short learning curve and mass appeal--are a likely medium for advertisers that are new to the
gaming space or seek to reach a wider demographic than the 18- to-24-year-old male "core gamer." According to a recent study by Parks Associates, women ages 18-54 make up over half (53%) of the casual
gaming audience--with a third (33%) of the audience consisting of women 35 or older.
The quick, easily accessible nature of games like online crosswords, puzzles and strategy trials is what
separates them from other PC or console-based games--and the titles often lend themselves to pre-roll and interstitial advertising, and product placements. Companies like PopCap Games and MTV
Networks' Addicting Games have already gained traction as game publisher/host sites that attract national advertisers.
But by moving into casual games, IGA Worldwide serves to bridge the gap
between brands and female consumers on a potentially massive scale--as the company will create and serve contextually relevant ads in both Merscom's U.S. and European games.
"In-game advertising
is being talked about a lot but very little has been done within the casual gaming space," says Lloyd S. Melnick, Chief Customer Officer at Merscom. "We are excited to partner with IGA, a leader in
in-game advertising, to open up casual games to advertisers throughout the world for one of the first times."