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By Angelo S. Samonte Reporter
LOCAL game developers are setting
their sights on the lucrative global flash games for advertising, or
“advergames,” market.
“We want to move ahead in the
development of games that generate online awareness for brands,
products and services. This can be done through the release of fun,
engaging and interactive content to the online community,” said
James Ronald Lo, president of Skyrocket Interactive.
“Advergames,” or advertising
in games, is a medium largely untapped in the local market and these
custom-built games will be among the products and services that the
Philippine delegation will bring as part of “e-Services
Philippines Goes to Games Convention Asia” in Singapore next
month.
Skyrocket is the company behind
Bayer’s Rogin-E Man Game and Unilever’s AXE Vice Crime Lab.
In the United States alone, games
advertising spending is projected to reach $800 million by 2012,
according to a report by Parks Associates, an international
marketing research and consulting firm.
Game advertising’s compound
annual growth rate of 33 percent is expected to be higher than other
major advertising such as television, radio, print and the Internet.
The Philippine game development
industry is a growing segment of the information and communication
technology sector with around 10 to 15 players.
“The Philippines’ strength in
games development still lies on the English proficiency of its
workforce, familiarity with US and Japanese culture as well as cost
effectiveness,” noted Nobuhiro Fujii, president of Pixelstream
Corp., a game development company in the Philippines.
The company specializes in tech
demo, 3D animation, digital art and computer-aided design.
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