Metaverses and Advergaming
Final Project
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American Airlines
Juan Andres Martinez Saiz
January 18, 2009
Introduction
Over the last couple of years, Metaverses and Game Advertising and Marketing have been growing in the digital landscape as alternatives for promoting products and companies. As explained by E-Marketer the forecasted growth in each of these industries will be very important taking as an example In-Game advertising in the US which is expected to grow from a US $295 Million investment in 2007 to US $650 million in 2012.
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In the Virtual World advertising area in the US, similar growths (%) are expected in advertising spending as seen in the graph below:
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If we combine both of these “worlds” we can conclude that the investment made in the following years will make it an important area for digital marketing and that marketers must take into account these promotional channels in the years to come in order to create campaigns that will impact niche markets that will consume their products. These forecasts can be summed up in the following graph:
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Why should the airline industry invest in Metaverses and Advergaming?
The airline industry has one of the highest levels of competition in the world today. Every country has several airlines competing for a growing number of passengers on a day-to-day basis. Furthermore, the airline’s competitors are not only located in a local scenario but also on a global one. Airlines from the US must compete with airlines from Colombia when planning a trip from the US to, for example, Argentina. Having said this, the passengers have multiple options for doing air travel from a destination to another. ...