In-game ads set to increase from USD4.1 billion in 2012 to USD5.6 billion in 2014
Dubai - July 2, 2012: The continued growth in the Gulf Cooperation Council’s (GCC) online gaming industry combined with innovative virtual marketing strategies is set to propel the gaming advertising industry in the region. Spearheading this surge in online in-game advertising, Game Power 7, the pioneer of online Arabic gaming announced today that it has successfully fused virtual advertising with culturalized Arabic gaming by launching Allods Online, the renowned 3D fantasy game in Arabic.
“Studies reveal that in-game advertising worldwide will increase from USD4.1 billion this year to USD5.6 billion in 2014. This can be attributed to the fact that more consumers are now incorporating gaming as part of their digital lifestyle and as such marketers need to consider in-game advertising to engage target audience,” said Fadi Mujahid CEO and co-founder of Game Power 7 on the eve of the launch of the highly popular game.
Game Power 7 is a publisher and developer of online Massively Multiplayer Online (MMO) and MMO Role Playing Games (MMORPG). MMO is a platform of online games that support thousands of gamers playing simultaneously irrespective of their geographical location.
“We entered the Arabic gaming market with a vision to bring our region and Arabic speakers around the world games that talk to their culture, heritage and religious backgrounds,” continued Mujahid. “Allods Online is a huge success globally and we’ve brought this success to Arabic speaking audiences today as our latest contribution to the market.”
Arabic Allods, based on the popular international Allods Online, is an MMORPG that builds evolving virtual worlds around players who are represented by avatars. However the game and its characters have been localized and culturalized to suit the beliefs and values of the region.
“Our research shows that 67 percent of gamers believe that in-game advertising makes games more realistic while 40 percent of male gamers say that in-game ads, virtual billboards and campaigns influence their purchasing decisions.”
Mujahid added that virtual advertising was so effective that in-game advertisers were experiencing brand recall rates of over 44 percent. ”30 percent of in-game ads are recalled after a short time, and 15 percent after five months; recall rates unheard of in traditional advertising media.”
Game Power 7 entered the untapped Arabic gaming market in 2008 after it developed ‘Arabic Rappelz’, the first Arabic MMORP game. The game proved to be so successful that the following year the company launched the ‘Arabic ASDA Story’, the first casual 3D MMORPG game that uses the Anime style. This was followed by ‘Ministry of War’ and ‘Cultures Online,’ a popular simulation strategy game.
“Our cause is driven by a commitment to our youth where since our establishment, we’ve taken on the promotion of positive social and community causes such as anti-smoking and anti-drugs campaigns advertised in our games,” said Mujahid.
With Arabic Allods, Game Power 7 will highlight and promote global campaigns such as World Book and Author Day on billboards within the virtual world.
“We have found that the response to in-game billboards is higher than outdoor billboards. Virtual advertising is really effective and from our research we have discovered that more leisure time is being spent playing online games by 18 to 25-year-olds. They are engaged and with the launch of Arabic Allods it can only grow gaming and virtual advertising in the region,” continued Mujahid.
The game takes place after the destruction of the planet Sarnaut leading to the formation of floating islands in space called Allods. Players can choose to fight for either the Empire or the League in the game. While the game is free, players can purchase features such as spells and swords which allow their avatars to become more powerful.