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"Gamers have the demographics carmakers covet-18- to 35-year-old men with enough disposable income to drop $1.7 billion last year on racing games". "Videogames are making cars such stars that salespeople are becoming almost irrelevant." "That's how products, brands, and businesses stay fresh, relevant and in demand. It's all about the right associations, at the right time with the right idea. The right associations with the right movies, artists, video games and events illustrate, enhance and accelerate the contemporization of core brand values."
"There's no doubt that Gran Turismo played a huge role in our decision to launch the Lancer Evolution in the United States. The car wouldn't have attracted as much attention as it has in the United States without the game."
"The sheer scale and demographics of video games makes [marketing] sponsorship a big opportunity. Whenever I hear someone say that young people are hard to reach with traditional media, I want to shout, that's because they're all downstairs playing videogames."
"Anyone looking closely at entertainment for 12- to 34-year-olds - in terms of growth and revenue, time spent on leisure activities and the penetration of home electronics - "video games always spike out."
"Marketers looking to move beyond the traditional reliance on 30-second TV commercials could be better served by harnessing the plethora of emerging technology and software platforms [e.g. video games]".
"Product placement works, if it's integral to a story line". "Highest-Priced TV Show: "Friends" at $455,700 for a 30-second ad. The average cost for a 30-second prime-time commercial on broadcast networks is $115,799."
"Advertisers say that video games could help them reach a huge audience. Sixty percent of Americans age 6 and older play video games, and that in 2001, more than 225 million video games were sold."
"[Video Game Entertainment] is the next frontier of product placement. It's very engaging. You're not just watching products, you're actually using them". "Gaming was a $10 billion business last year making it the fastest-growing entertainment form". " For the demographic·A13-24, traditional advertising doesn't penetrate, or at least does only slightly compared to what it did 10 years ago. If your marketing is intrusive, you're going to lose them, so you have to provide entertainment that's an asset to their life." "Video gaming has been underestimated and is actually the most utilized media vehicle in the world for this target A13-24." "Traditional ads alone just don't cut it anymore because folks are bombarded with advertising."
"Baby boomers, you're ancient history. For decades, auto manufacturers pandered to this group, but exhibitors at the 2002 New York International Auto Show are trying to grab younger generations, many of them still too young to drive. The youth market is alluring. By 2010, there will be 70 million echo boomers born from 1977 - 1994. Research indicates [these] media-smart young people resist categorization and resent being the targets of blatant marketing campaigns. "
"Portable software sales jumped 220% 2001 vs. 2000! 900,000 units of portable software, including games were sold last year·and the largest category was easily game software, of which 350,000 units were sold representing 39% of the total sales."
"More than 49 million people in the US played some type of online computer game [and] that number will grow 18% this year to 58 million. The people fueling this growth are frazzled executives trying to relax, grandmothers and stay-at-home moms seeking a fast escape from laundry."
"[There is] a growing list of companies including Pepsi Co., DaimlerChrysler and Nokia that are using video game product placement and advertising as a way to increase brand awareness." "Ads can be as basic as a billboard or banner·or as complex as sponsored hidden levels that users can only reach by visiting an advertisers web.site." "Unlike movie or television product placements, video game advertising draws the user into becoming part of the entertainment. The difference is pretty clear: instead of just seeing a brand or product, video game players can interact with it again and again and again." "[Agencies] are finally realizing that games reach a desirable audience."
"U.S. sales of video games and related hardware reached $9.4 billion in 2001·topping the Hollywood box office for the year."
"The video game industry is still in its infancy compared to television and film. Not so far in the future·advertising space will be sold off to the highest bidder because of the number of impressions you get in a game. After all, a kid's going to play it three hours a day for the next three months."
"[Video game product integration] is a lot cheaper than buying 30-second spots on VH-1 or MTV."
"The computer and video game industry is strong and dynamic, offering a sweeping diversity of games that appeal to consumers of all ages and interests."
"34% of the 106 million US households have video game consoles".
"70% of teens use PCs at home to play video games."
"This kind of exposure in videogames [product placement and sponsorship], though underappreciated, is a great deal for consumer-products companies. Products or ads placed in videogames are guaranteed to be seen millions of times by millions of active viewers. The average game sells 500,000 copies and is watched for a total of 100 hours. That means that each game that flies off the shelf is like a branding iron, ready to imprint hundreds of thousands of minds with the names of soft drinks, clothing, shoes, cars and anything else."
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