A new handbook has been published that offers publishers and developers advice on in-game advertising.
The Advertising and Games Handbook, published by the Internet Advertising Bureau, is made up of contributions from Double Fusion, EA, Sony, IGN, Microsoft and more.
It offers an introduction to games advertising planning and buying processes and includes case studies, key audience information and tips.
The Internet Advertising Bureau's head of industry programmes Jack Wallington told MCV:
This handbook is an incredibly important step for advertisers. It is the first time that the games industry has come together to offer a united, consistent voice about advertising with games. In the book some of gaming's leading companies explain in a simple and clear way how to make the most out of this massive and still growing medium.”
To celebrate the launch IAB is hosting an event for marketers on November 8th about how brands can engage with consumers through games.