Results are in for RealNetworks, Eyeblaster In-Game Ad Model
The preliminary results are in for RealNetworks’ in-game streaming video advertising technology for casual games, revealing that more than 1.5 million in-game streaming ads have been served to more than 500,000 unique users. RealNetworks and Eyeblaster teamed up to implement streaming video ads in Real’s downloadable games and began testing the model in June.
By integrating ads into games like ShapeShifter, MahJong Medley, and Super Collapse 3!, advertisers have been able to reach women in the 30+ age group with click-through rates higher than 20%. Results have also shown that more than half of the ads shown are played to completion and consumer feedback has been positive, primarily because of the non-intrusive style of the ads.
“Smart marketers have recognized the value of placing engaging in-game ads into casual games as a way of targeting the highly desirable, under-tapped casual gaming audience of women over 30,” said Michael Schutzler, RealNetworks’ senior vice president of Worldwide Games. “With these first results of our tests, we can now see that this model serves consumers, game developers and advertisers equally well.”
Real currently offers twelve ad-enabled games and as a result of its initial success, developers like Alawar, iWin, Mumbo Jumbo, PlayFirst, and PopCap Games among others have expressed interest in incorporating streaming video ads powered by the Eyeblaster technology.
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