With recent estimates of social gaming revenues eclipsing $57 billion (according to DFC intelligence) the opportunities for meaningful advertising are becoming too attractive to ignore.  And the most alluring part of those opportunities may well be advertising that occurs directly within the game itself – otherwise known as “in-game advertising.”

Studies conducted by a branch of Microsoft have concluded that in-game advertising can improve overall brand ratings by as much as 32%: intent to buy and brand recommendations increased by nearly 25%.

Pretty impressive.

Social gaming may not be a panacea for solving all of a given firm’s marketing issues.  But when coupled with an effective program that pulls from a variety of social media outlets, social gaming can help to elevate marketing campaigns from ordinary to spectacular.  By implementing cross-platformcampaigns that include elements like Facebook fan pages, mobile marketing and social gaming, advertisers can expect to see excellent results.
Truly effective in-game advertising, however, has to take place in such a way as to avoid damaging the overall user experience.  This is often best accomplished by retaining a firm that specializes in the creation, development, launch and promotion of social games.  Companies such as Avenuesocial (www.avenuesocial.com) integrate advertising without compromising the integrity (or the fun) inherent in a social networking application.

Many large, well-recognized companies have adopted this strategy.  Nickelodeon, Miramax and Disney have all called upon Avenue Social to create applications for them.  So whether your company’s marketing team considers itself world-class or not, it may miss the opportunity to truly differentiate your firm from the competition if it’s not getting maximum leverage out of social media.

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