IAB forms games advertising group

The Internet Advertising Bureau has formed a new video games steering group that hopes to drive growth in internet advertising within the sector and to establish a code of best practise within the industry.

Companies already involved in the scheme include Microsoft, SCEE and EA, according to NewMediaAge.

Gaming is mainstream,” Microsoft’s Mark Kroese stated. The combination of gameplay, social networking and entertainment makes it one of the fastest growing sectors in the world.

This makes us very excited to take a leadership position in the Game Steering Group to collaboratively evangelise the benefits of adding gaming to digital media buys.”

The IAB’s head of industry programmes Jack Wellington added: Gaming is the most immersive entertainment experience. With mainstream audiences spending more time playing games instead of using other media, it’s critical advertisers and agencies understand how to reach these consumers.

The Game Steering Group’s backing will allow the IAB to deliver essential market-leading initiatives including research, education and best practice.”