Games advertising游戏广告
Introduction简介
For advertisers, gaming is a medium that delivers outstanding, industry beating results - something every brand should want to be part of
对于广告，游戏是一个媒介，提供了出色的，业绩超出行业 - 这是每个品牌都应该希望成为其中的一部分。
Creative executions include Dynamic In-Game Adverts, Fixed Product Placement, rich media ads around online social/casual games and gaming websites, re-skinning existing games and even creating your own
随着整个广告选择财富游戏控制台，在互联网和移动，品牌已成为一饱眼福。 创意处决包括动态游戏广告，固定产品安置，围绕富媒体在线社交/休闲游戏和游戏网站，再剥皮现有游戏的广告，甚至创造你自己的。
Advertising options 广告选项
Dynamic In-Game Advertising (DIGA) is the ability to dynamically serve advertising into a video game via a connected console or PC in real time.
A great example of DIGA was during the US elections when the Obama Campaign wanted to target males in key swing states (see example screenshot below).
动态的游戏广告（DIGA）是能够动态服务成为视频游戏广告通过连接的控制台或实时电脑。一个DIGA很好的例子是在美国大选奥巴马竞选时要目标的关键摇摆州男性（见例如下面的截图）。
Fixed Product Placement (FPP) 固定产品展示位置（FPP）的
Fixed Product Placement (FPP) is also referred to as Static In-Game Advertising (SIGA). A brand, product or service is integrated into a boxed-product game (sold at retail) during the development cycle ensuring the integration is exposed to 100% of consumers who purchase/play the game. In many cases, the product, brand or service is woven into the game narrative delivering an enhanced gameplay experience
固定产品安置（FPP）的也称为静态的游戏广告（球蛋白）。 一个品牌，产品或服务是集成到一个盒装产品游戏（零售价格）在开发过程中确保整合接触到的消费者谁购买100 /％，玩游戏的周期。 在许多情况下，产品，品牌或服务已经融入游戏的游戏体验提供增强的叙事。
Downloadable/Unlockable Content下载/解开内容
Downloadable Content (DLC) is also referred to as Unlockable Content or Unlocks。DLC is available in many different forms ranging from a new weapon or sports kit to a new level, car or character. Unlocks are similar pieces of content to DLC but are featured on the console/PC disc and made available to consumers via a unique code and/or a 'secret' joypad combination
可下载内容（DLC）的也被称为解开内容或解除。金刚石是从一个新的武器或运动用品到一个新水平，汽车或字符许多不同的形式提供。 解锁是同类作品的DLC内容，但在控制台/电脑光盘的特色，并提出通过一个独特的代码和/或'秘密'手柄的组合提供给消费者。
Social and casual gaming社会和休闲游戏
Social and casual gaming is one of the most popular forms of gaming and often attracts a broad spectrum of demographics.
Social and casual gaming are established advertising platforms on which brands can create their own mini-games, re-skin popular existing games and run display/video ads. 社会和休闲游戏的游戏是最流行的一种形式，往往吸引了人口广泛。社会和休闲游戏，建立品牌的广告平台上可以创建自己的迷你游戏，重新流行的皮肤现有游戏和运行显示/视频广告。
These games offer an incredible level of engagement and interaction。Social gaming companies such as Zynga, Playfish and Playdom are also offering brands the opportunity to sponsor/brand microtransactions (MTX) which are small items/gifts which consumers can download, integrate into their game and share with friends
这些游戏提供了一个接触和交流令人难以置信的程度。 如Zynga的，Playfish和Playdom社交游戏公司也提供赞助商品牌的机会/品牌微交易（甲氨蝶呤），这些小件物品/礼品，消费者可以下载，融入他们的游戏，与朋友分享。
Mobile Gaming手机游戏
With the recent advance in smartphone technology, gaming has taken on a new dimension with high definition graphics and sound, connected features and games that utilise the capabilities of the device (touch screen interaction, augmented reality with cameras and accelerometer controls). 随着智能手机技术的最新进展，游戏的面貌已与高清晰度图像和声音，连接功能和游戏，利用该设备（触摸屏互动，照相机和加速度控制增强现实）的功能，新的层面。
Games content sites游戏内容网站
Digital games content sites (IGN, Kotaku etc) are continually
developing new and innovative ways to engage and entertain the tech-savvy gaming consumer through the use of cross-platform touch points (website/social media/mobile/console). 数位游戏内容网站（签名，小宅等）不断开发新的和创新的方法，通过参与和娱乐的跨平台接触点（网站/社会媒体/移动/控制台）使用技术娴熟的游戏消费者。
By extending their editorial content and voice beyond the borders of their traditional reach, games content sites provide advertisers with the ability to reach active communities of gaming consumers with targeted display and video advertising across all areas of digital engagement.
通过扩展到超越其传统的边界和声音的编辑内容，游戏内容的网站提
供的能力，达到游戏消费者的积极社区有针对性的数字显示，在参与所有领域的视频广告的广告客户。
Targeting定位
Advertisers can now reach gamers through a range of touch points. 广告客户现在可以达到通过接触点范围玩家。
There are two common channels when it comes to targeting male gamers on consoles; Sports/Racing and Action / Adventure. Some advertisers prefer to avoid targeting the more 'violent' M-rated titles, and can opt to run across the Sports/Racing channel only. On the other hand, some advertisers, such as film studios; specifically want to target M-rated games. On the other hand, some advertisers, such as film studios; specifically want to target M-rated games. Each is possible with Double Fusion's advanced targeting solutions.
有两种常见的渠道，当谈到针对男性玩家对游戏机，体育/赛车和动作/冒险。 有些广告客户愿意为目标，以避免更多的暴力'M级冠军，并可以选择要在整个体育/赛车通道。 另一方面，如电影制片厂一些广告;特别要针对M级游戏。 每一方都与双融合的先进瞄准的解决方案。
Gaming is also highly relevant for targeting females。More than 86% of Females aged 13 to 19 in the UK are playing games, as well as more than 71% of Female aged 20 to 49*. They can be reached through free online casual/social PC or mobile games。They may not call themselves gamers but they are playing in significant numbers
游戏是针对女性也高度相关。 超过86％的年龄在13至19日，英国在玩游戏的女性，以及超过71女，年龄20至49％*. 它们可通过免费在线休闲达/社会PC或手机游戏。 他们可能不会自称玩家，但它们在大量玩。
FMCG brands have seen high ROI by re-skinning and re-distributing popular puzzle games
快速消费品品牌已经看到高投资回报率，重新蒙皮和重新分配流行的益智游戏。
Overall, more and more titles are now becoming available to DIGA (Like Gran Turismo 5) and with increasing connectivity rates, the potential to target different audience segments becomes more essential to brands.
总体而言，越来越多的产品正在成为可供DIGA（就像GT赛车5），并随连通率，针对不同的潜在观众群变得更加重要品牌。
If a brand's objectives are to target males aged 16 - 34 in general and communicate their message in an effective way to this
audience, then targeting gamers across various games is a good way delivering on this in the gaming environment
如果一个品牌的目标是针对男性16岁 - 34及一般沟通的有效方式向观众他们的信息，然后针对各个不同的游戏玩家是一个很好的方法在此提供的游戏环境。
Case studies案例研究
A virtual Audi Space was created as a visionary look at the Audi brand in a gaming context: a place for gamers to meet up, hang out and experience the world of Audi. The solution featured Audi TV, a calendar of content from virtual presentations, product launches, content partnerships and community events to mini-games, interactive objects and virtual apparel.
虚拟奥迪空间创建为一个有远见的奥迪品牌在游戏方面看：一个玩家的地方见面，挂出，体验奥迪世界。 该解决方案的特色奥迪电视，从虚拟展示，产品推介会，内容合作伙伴和社区活动内容，以小游戏，互动的虚拟物体和服装的日历。
To build 'brand love' for Coca-Cola amongst an audience of 16-19 year-olds, teen consumers were invited to participate in activities through social media and gaming experiences including a Windows Live Messenger game, Xbox Live dashboard ads, downloadable campaign elements and by talking to expert gaming 'buddies' to improve their skills.
要打造'品牌爱可口可乐之间的16-19岁的观众，青少年消费者邀请参加活动，通过社会媒体和游戏体验包括Windows Live Messenger的游戏，Xbox Live设定画面广告，下载的广告系列要素与专家的交谈中游戏'哥们'来提高他们的技能。
The future?未来？
Games advertising is moving rapidly along three axes游戏广告正在迅速沿着三个轴。
First is internet protocol, pushing consoles and retailers out of the value chain, and potentially bringing in a performance-based marketplace for ad inventory.
首先是互联网协议，推动游戏机和价值链的零售商进行，并有可能在一个广告库存绩效为基础的市场实现。
The second axis is the game experience, which like the iPad and iPhone, is part of a bigger movement in which touch and gesture control are becoming an important part of the human computing interface. 第二轴是比赛经验，iPad和iPhone一样，是一个更大的
运动的一部分，其触摸和手势控制正在成为人类计算机界面的重要组成部分。第二轴是比赛经验，iPad和iPhone一样，是一个更大的运动的一部分，其触摸和手势控制正在成为人类计算机界面的重要组成部分。采用触摸，手势和三维相结合的控制有可能彻底改变与它一起娱乐，也许品牌广告。
The third axis is audience type第三轴是观众的类型。Wider access, particularly in social media, brings games an audience which is at the same time younger, older, more female and less solitary.特别是在更广泛的社会媒体的访问，带来了观众的游戏，同时比较年轻，年纪较大，更多的女性，少孤。