Whats good for the advertiser with the medium of video games is that safe assumptions could be made so as to connect and communicate better with the end user. Sometime ago I had written about advertisments within iPhone apps. Thats what keeps the useful apps free for me. As long as it does not become an irritant in using the app, I have no problems with them. But some do and I have always been able to find free alternatives. On similar notes but many a notch higer on end user involvement are games. These could be games on handheld devices or PCs or consoles. A game provides a well defined audience who can be advertised to. This slideshow provides a brief insight into communication possibilities from within a video game

In my opinion the "Advergame" (slide 23) is a good option thats easily replicatable across geographies with the ability to localize. This can be an option for all sizes of advertisers. These by design should be seasonal and for shorter lifespan.

The other formats seem more hardcoded. They have a long lifespan - thats as long as the game is alive. If a game is popular across geographies the only ones to benefit in the hardcoded model will be products or services that want to exist that long and in those geographies.

The hybrid model with its dynamic elements can be used creatively. But the games design needs to accomodate for that. Its almost like keeping the game software as extensible as an enterprise software for third parties to write plugins.

Wishful thinking:

1. A bike race game can provide for third party extensions that can be installed on the core game for superior handling. MRF, CEAT or JK Tyres can all build one.

2. A Sports game can have extensions for apparel. I should be able to buy the extension, install and be able to choose the apparel for the game. Puma can create one, Nike can create one and our local designers could create one. This way the core game remains same but the extensions give the gamers more personalization .

3. A strategy game can have news feeds. That provides opportunity for portals to get their names in. The news feeds could be political, business or even retail deals and discounts. Me in the game can use this information as a power.

All these would provide the brands good opportunity to get to know me better and help me deliver better performance. Gaming is skill but equipment quality matters. That quality differentiation can be monetized from within existing games.