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Big Name Brands Bring their Adverts to Xbox Live

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Posted on January 17, 2012 AT 08:31am

THE BUZZ: It appears that big brand advertisers are finally taking note of the potential market that the new Xbox Live Dashboard opens up for them.

According to figures, Xbox Live users spend around 60 hours per month using the service, logging around 2.1 billion hours a month between them. The problem has been that many advertisers believe that it all must be done in-game, however this is not the case:

Video and display ads on the Xbox LIVE dashboard or home screen

Branded destination experiences (sites dedicated exclusively to your brand)

Sponsorship opportunities (play and wins, free content sponsorships, downloads and other giveaways)

U.K. advertising agency VivaKi has purchased multiple 30 second advert slots on the dashboard up until March 2012, and will be offering these exclusively to its clients who include: EMI, Samsung, Emirates, Honda, E1 and O2.

“We believe Xbox LIVE is poised to play a significant role in TV advertising in the future. No other network in the world can give advertisers and consumers these types of branded experiences, and we plan to bring even more groundbreaking interactive TV advertising solutions in 2012 and beyond,” said Dean Carignan, senior business director for Xbox Live advertising.

EGM’s TAKE: Many fans are worried, and blatantly oppose advertising in connection with video games, however it’s an inevitability. If we are all so hell bent on being recognized as a legitimate form of mass media entertainment then we must follow suit, and advertising brings in big money. The problem comes with how in-game advertising has been used in the past and how it just can’t fit certain games, however the new dashboard offers these advertising slots in an unobtrusive but viable manner. 30 seconds is not going to ruin your life, especially when we spend 15 minutes of every TV program watching them. It’s time we all stopped moaning, if we want to protect our sacred pasttime we will never grow as an industry. Maybe it’s time to enter the big wide world.

Source: Brand-e

Matthew Bennett, Associate Editor
Matthew Bennett finally got his big break with EGM three years ago, following years of volunteer work for various sites. An ability to go many hours without sleep and a quick wit make him ideal for his role as associate editor at EGMNOW.com. He often thinks back to the days when the very idea of this career seemed like nothing but an impossible dream. Follow him on Twitter @mattyjb89. Meet the rest of the crew.

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