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In-Game Advertising in China Edward Lehman Managing Director China’s Gamers • China’s Internet-using population slated to surpass that of the United States by early 2008 • Largest market in the world for Massively Multiplayer On-Line Role-Playing Games (MMORPGs) • Over 45 million people in China play games online – Roughly half of these players pay for them. • Estimated 85 million online gamers in China by 2012 Business Models • “Pay to Play” Models – Sale, Subscription, or “Pay as you Go” – Sometimes advertising-supported • “Tiered” Model – Players pay to improve their character • “Free to Play” Models – Selling virtual land, items, et cetera – In-game advertising Types of In-Game Advertising (1) • Static Ads: – Ads hard-coded into the game, and do not change – No Internet connection required – No way to easily gauge effectiveness of ads • Dynamic Ads: – Game contains ‘ad engine’ to retrieve ads on demand – Requires Internet connection – Can change ad campaigns for a particular game – Can enable ‘click-through’ and other user interactivity, monitor ratings, et cetera Types of In-Game Advertising (2) Advertisements on Menus and Loading Screens Advertisements in the “Game World” Immersive versus Intrusive • Well-placed ads make games more realistic • Poorly-judged ads can turn off players (potential customers) Market Growth • “Netguide 2008” survey: Gaming market increased 57% year on year to RMB 14.7billion (US$2billion) • Public gaming companies – market capitalization: – Giant Interactive (NYSE: GA) - US$2.6billion – Shanda (NASDAQ: SNDA) - US$2.13billion – Perfect World (NASDAQ: PWRD) – US$1.31billion • Growth of local companies specializing in in-game advertising: Captiv8; NGI; In-Game Interactive • Foreign in-game advertising companies starting to establish presence in China: Aruon Communications (Korea); GameGlance (Thailand) Regulation • Restrictions on Advertising – “Real world” restrictions also apply to the “virtual world” (and to on-line ads in general) • No obscene, false, or disrespectful advertising, or advertising that runs contrary to official ideology • Restrictions on Online Gaming – Computer game software is a “restricted area”; foreign game producers may not operate directly in China – ID registration and restrictions on gamers under 18 • Software must contain time restrictions Thank You!