Article: ADVERGAMING: Will AdverGaming be the next big thing?

Despite the economic downturn, gaming is still seen as a potentially lucrative advertising medium, with Sony's Kaz Hirai claiming the sector will be 'resilient towards economic pain'. Three experts give their divergent opinions on the subject: positive, cautiously optimistic and negative

POSITIVE

Mike Hawkyard Co-founder 4T2 Multimedia

The fundamental success of gaming as an activity is due to the desire everyone has to beat their rivals and impress their peers. Advergaming taps into these motivations and uses them to create an online experience that supports brands' marketing objectives.

Gaming can be used to drive brand ...

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