• What momentum for the different market segments: in-game, around-game advertising and advergames?

• How can advertising adapt to the immersive and interactive nature of video games?

• Are the tools used for measuring in-game advertising efficient?

• Are gamer profiles and their consumption of digital entertainment growth levers for in-game advertising?

• How do gamers view the arrival of in-game advertising?

• What are the issues for the stakeholders: advertisers, in-game advertising companies, publishers, platform manufacturers, developers, technology providers, etc.? 

> In-game advertising market forecasts up to 2013, by platform (home console, handheld console), PC (offline and online) and mobile phone.

1. EXECUTIVE SUMMARY

2. METHODOLOGY

3. IN-GAME ADVERTISING MARKET
3.1. Market overview
  3.1.1. The shrinking TV audience
  3.1.2. Video games: growing competition
   • The Apple ecosystem: iPhone/iPod + App Store
   • MMORPG on handheld devices
   • Dematerialised distribution
   • On-demand gaming platforms
   • Free2play: the success of dematerialisation
  3.1.3. Definition of IGA
  3.1.4. Advertising and video game segments
   • In-game advertising
   • Around-game advertising
   • Advergames
3.2. Product/service trends
  3.2.1. IGA formats
   • Advergames
   • Dynamic advertising
   • Advertising inserted between levels
   • Game skinning
   • Advertising before the game starts
   • Advertising after the game is over
   • Product placement
   • Sponsoring
  3.2.2. Still largely static multi-platform services
  3.2.3. Internet connection, IGA lever
   • Assets of dynamic IGA
   • Internet-ready consoles becoming the rule
   • Casual gaming + Free-To-Play + Advertising: a winning trio
   • MMO games and persistent universes, a broad field for advertising to explore
3.3. Usage
  3.3.1. Extremely diverse gamer profiles
   • In the United States and in Europe
  3.3.2. Casual vs. hard core gamers
  3.3.3. Effectiveness of IGA
3.4. Current market estimates
  3.4.1. Video games: a thriving market
  3.4.2. Advertising: lessons from the recession
  3.4.3. In-game advertising: a nascent market
   • Global market: + 39% since 2006
   • Advergames: 30% annual growth
   • IGA: number one video game advertising segment
3.5. Key factors
  3.5.1. Key technologies
   • "In-house solutions"
   • Contribution of standardised tools
   • IGA formats
  3.5.2. Regulatory environment

4. PLAYERS & STRATEGIES
4.1. Industry structure
  4.1.1. Player profiles
   • Advertisers
   • In-game advertising companies
   • Gaming platform providers
   • Marketing agencies
   • Game publishers
   • Developers
  4.1.2. Value chain
   • Ad market players
   • In- and around-game advertising value chain
   • Advergame value chain
  4.1.3. Competition structure
   • Player specialisation by platform
   • Entry barriers on certain platforms
  4.1.4. Business models
   • Static advertising: one-shot agreement
   • Dynamic advertising: like an online ad broker
4.2. Key players
   • Profiles of the key players
4.3. IGA short-term issues
   • A segment unto itself
   • Converting gamers
   • Convincing advertisers
4.4. Growth enablers
4.5. Growth impediments
4.6. Keys to success

5. MARKETS & FORECASTS 2009-2013
5.1. Forecast hypotheses
5.2. Forecasts by geographical area
   • North America 
   • Latin America
   • Asia-Pacific
   • EMEA
   • World
5.3. Forecasts by segment
   • Static advertising
   • Static advertising
5.4. Forecasts by platform
   • Home console
   • Handheld console  
   • Computer, offline
   • Computer, online
   • Mobile phone