Internet Advertising Bureau backs games advertising group

LONDON - The Internet Advertising Bureau has partnered with some of the video games industry's biggest players, including IGA Worldwide, Sony Computer Entertainment Europe and Microsoft Advertising, to launch the Game Steering Group.

IAB: video games partnership
IAB: video games partnership

The GSG aims to grow games advertising in the UK, with spend on in-game ad­vertising expected to grow to $1 billion by 2014, according to Screen Digest.

The group will collaborate on a four-pronged approach to the promotion and standardisation of games advertising, based on measurement, research, education and a consumer focus group.

It will launch guidelines in the UK that are already established in the US, as well as a programme aimed at educating advertisers and agencies on how to execute bigger and better games ad campaigns.

The GSG will also work with the ad industry on research projects to gauge the understanding of games advertising and current levels of adspend.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).