Mochi Ads ; In Game Advertising ripe for casual games
We have talked about the growth of the casual games. It is a huge market, about $1B worth. I even know somebody who won $1M playing “casual game” and as casual gaming grows the demand for services that monetize these game play is going to increase.
I remember playing the smash hit Desktop Tower Defense game when it had just released a new version and went from a free to sponsored game play model. At that time, the folks at the Hand drawn games, the makers of Desktop Tower Defense, had overdone the sponsorship part, the pieces in the game were sponsored and impacted the enjoyment of game play. The Desktop Tower Defense team is using the Mochiads now. Mochiads suggests showing ads at natural break points in the game and not have the ads take over the games, which is the right way to go.
Last August, Accel Partners, the venture firm that funded Facebook, led the investment in this first round for Mochi Media.
Mochi Media launched MochiAds for casual games and is out of private beta now. It allows casual video game developers to embed ads within their video-games and includes analytics for measuring how many ad views they are getting and how much money the ads are bringing in.
In the example they have, the cpm rates are listed at $0.28-$0.43. For casual gaming that sounds about right; the sites charge anywhere from $.75 to $2.00 CPM.
Eye Blaster (eb.in-games) is another player in the market. They have relationship with RealNetwork and several other casual game sites.
In-game advertising, either being delivered to hard core gamers, or during real game plays (which generated $77M in 2006), or to the casual gamer, has great growth potential and the interesting thing is that these ads are immune to Tivo-killing, or Adblaster or selective content removal tools which makes them even more attractive to the advertisers.
Tags: Mochiads, Eyeblaster, in-game ads
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By Josh on Nov 9, 2007 | Reply
0.28$ per cpm? So you need to get a lot of players to make any money.
By zZz on Sep 21, 2008 | Reply
In game ads, I don’t think this will give developers more money than selling their games.
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