CASUAL CONNECT EUROPE: 'Gaming is the future of advertising'

In a session titled 'Demystifying Advergaming', Copnall detailed what she considers three global trends currently affecting advertising and entertainment. Namely the shift in consumer tastes from immersive to bite-sized entertainment; the fact that advertising that has a two way dialogue with the customer stands out at a time when a huge amount of content is competing for attention; and finally the belief that the internet generation 'demands participation'.

"Gaming will be best placed to take advantage of all three of those criteria. For that reason gaming is going to be a fundamental force in the growth of the advertising industry for years to come," claimed Copnall.

"I think that there is a misconception that advergaming is too restrictive and too expensive, but that's really not the case. There's huge potential for developers with advertising," stated the Microsoft product manager in the same seminar.

Generating $300 million in 2009, the advergaming sector is expected to make $500 million in 2012 alone.