US Rating System For In-Game Ads

An independent ratings system for in-game advertising has been devised by US-based firms Interpret LLC and IGA Worldwide, Inc, which they claim is the first in the world.

Gameasure gets its data from thousands of gamers of both sexes aged 13 and over. Gamers play for a minimum of one hour per week and range from console users to casual online card players.

IGA says that Gameasure will provide title, demographics, reach, frequency, duration and depth of engagement metrics for IGA Worldwide’s portfolio of video games, which will soon be approaching the consumer reach equivalent to a mid-size TV network. This means for the first time that brands, advertising agencies and game publishers now have the industry’s first ‘common language’ to rate the value of in-game ad venues.

Michael Dowling, CEO Interpret LLC, said: “Until now, advertisers have had no way of understanding the value of in-game advertising. With an ever expanding audience at all age levels for video games, and fractured media habits, delivering an accurate and credible measure of ads in games is critical to the growth of the industry and crucial for advertisers.

Justin Townsend, CEO of IGA Worldwide, said: “For the first time in the evolution of in-game advertising, advertisers will be provided with an independent measure of the value of dynamically served ads. Brands want proven metrics for their ad investment and IGA is the first company to deliver third party data that is far and away ahead what’s available in traditional advertising mediums.”

IGA Worldwide: IGA Worldwide Interpret LLC: Interpret LLC