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Media General, known for conventional holdings such as The Tampa Tribune and Richmond Times-Dispatch, is diving into the advergaming business, reports the AP (via paidcontent and MarketingVox). In July it announced the acquisition of advergaming pioneer Blockdot and may be planning to use Blockdot’s capabilities to help increase advertising revenue at its newspaper and TV station websites.
In 2002, Media General purchased Boxerjam, which makes games, game shows and puzzles that can be played on the web, wireless devices and iTV.
Apparently, advergames are more and more winning over advertising clients - for good reason: The ads can boost brand awareness, create a database of information about users and draw people who ordinarily might skip over online ads. And the cost is reasonable.
Yankee Group analyst Michael Goodman has estimated the size of the advergaming market - those games built around a specific product or brand - at $83.6 million in 2004 and expects it to exceed $250 million in 2008.
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