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Video Games Represent a New Advertising Medium
Massive has established a leading video game network, opening up this uniquely engaging entertainment form to advertisers.
Imagine a 20 year-old male playing one of the top-selling video games such as “Skate” from Electronic Arts. A skater balances on an urban staircase before sliding off and leaping into the air. As he does, he passes a billboard with a fake brand image. Now replace that fake brand image with a real brand like Gillette, marketing its latest product.
Massive has created the opportunity for a real-life brand to exist wherever a gamer might see them in real life - on billboards, posters, vehicles, television screens - in an engaged, connected environment."
Visit: www.massiveincorporated.com
Ford Demo
Audience Profile
Reach the Elusive Demographic
With young men increasingly exhibiting highly fragmented media consumption habits, gaming is one the few highly engaged entertainment environments where advertisers have an opportunity to target them. Across Europe there are more than 90 million active gamers, 60% of whom are male. Microsoft’s Massive offers an even more highly targeted audience of PC and Xbox 360 gamers where men comprise 76% of the audience and 52% are aged 15-34.
European male gamers aged 15-34 spend an average 8.5 hrs per week gaming. For Massive’s audience this is as high as 12 hrs per week.
The broader Entertainment interests of gamers
Gaming is clearly one Massive’s audience’s main indulgences, but their entertainment interests go far broader and deeper. Socialising is always key for a young male audience – even more so for a gamer of Massive’s titles who spends an average 26% more each month on socialising compared to the average gamer.
In addition they also outspend the typical gamer on items such as DVD purchases and rental, books/magazines, cinema/concert tickets and multi-channel TV subscriptions.
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