Gaming and Interactive Advertising – What does the Future hold?

Gaming has transformed from a relatively niche entertainment market to a massive global industry in the last 20 years, with recent titles outselling the biggest blockbusters and albums by staggering amounts. With the increase of the gaming audience comes new potential for advertisement and marketing. Not only from the game developers themselves, who have begun to use large scale ad campaigns and marketing techniques, but also from many other companies eager to reach a new audience using new and innovative advertising campaigns.

Today’s Gamers

Like many new mediums, gaming has seen it’s fair share of controversy, with ratings being introduced for more violent or adult content. Some games, in particular Rockstar’s infamous GTA series, has often been at the forefront of media assaults claiming that they encourage violent behaviour in children. Interestingly, in the cited source, it is the children themselves who believe this, despite research that seems to suggest the link is minor at best, and greatly exaggerated. In fact, there have been recent studies that highlight the many positive effects gaming can have on mental health in particular, increasing critical thinking and problem solving. Such research is slowly dismantling general negative opinions about gaming, and as the industry continues to grow and becomes more accepted, advertisers have begun looking into how they might market products to a gaming audience. Europe in fact, has the second largest consumer base for games, ahead of the US and behind Asia, with the average gamer age at around 26 in Spain, and around 33 for the rest of Europe.

Interactive Advertising

The idea of placing adverts in games is not a new one, with some already having adverts integrated
into loading screens or on billboards in the game environment. With the upcoming release of the next generation consoles, and boom of the free to play online gaming market, things could be set to change drastically. Rather than simply using product placement or images in the game environment, the technology and development of new platforms is beginning to lead towards interactive advertising as a way to engage the gaming community. The use of targeted advertising is already present on consoles, and this can be further expanded upon with the next generation of home entertainment products, which are geared towards meeting all home entertaiment needs in one device.

Sony began exploring these ideas last year, coming up with a number of advertising solutions that can be interacted with as games and entertainment themselves. This may well be an effective way of reaching the gaming audience too. Despite the success of current in game advertising methods, something more interactive that requires input from users could be implemented into games, even becoming a part of them, meaning the user will not just be passively encountering it, but actively interacting and engaging with possibilities of products through the advert, and so on.

The Future

Using various methods from integration to interactive games, the future looks very interesting for marketing and advertising in the games industry. As we can see, the gaming market is likely to converge with most other forms of home entertainment, and this cross over will present new opportunities for products to reach a wider, more targeted audience.

Some methods already in use are likely to become more common place, such as product placement directly into a game world, but the success of ‘advergames’ , especially in the case of the Burgerking games in 2006, which paved the way in many repects, has also shown that products can be developed into fully fledged games themselves. While this kind of investment does take time, potential popularity and users reached can be huge. In addition, advergames have the advantage of being viewed as game first, and advert second.

Recent studies suggest that not only are in game adverts beginning to reap benefits, but that gamers are becoming more open to the idea, finding they actually enhance their experience. Of course, this is dependent on making sure the adverts fit the game. Tony Hawks Underground 2, for example, had huge success in integrating advertising due to it’s modern day ‘real’ setting.

With this as a starting point, the future looks to hold many exciting and innovative advertising solutions for the gaming and home entertainment markets.

Beamatron: Kinect enabled augmented reality concept from Microsoft Research

Beamatron is an example of the trend Microsoft is exploring that blends the physical world with the virtual world. It’s augmented reality concept that combines a projector and Kinect sensor on a pan tilt moving head – of the kind you may find in a nightclub. The setup utilizes KinectFusion to build a 3D model of a space and enables projected graphics to react in physically appropriate ways. For example a virtual car can be driven around the floor of the room bumping into actual obstacles and running over real ramps.

Ford for Detroit Autoshow

Question…how do you demonstrate the power of a Ford Ecoboost engine at an autoshow without actually letting people drive the car (pretty tricky on an autoshow stand…)? We put our heads together and came up with Ken Block vs You!

Without putting someone in a car or doing a physical stunt is there a way that you can demonstrate that engines created to be more efficient and eco–friendly can be just as powerful and exciting to drive as any other?
Ken Block vs You! is a physical interactive experience at the 2012 NAIAS Autoshow in Detroit which uses Augmented Reality to put you in a video with rally driver Ken Block. While you stand in a prearranged spot the AR Ken Block drives on in an Ecoboost and donuts around you.

Source: Imagination

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Augmented Reality Presentation at the RESO 20th RESO

AR Door has been given the unique privilege of assisting RESO company in its presentation. The presentation, which was devoted to the company’s 20th anniversary, served to entertain guests and help them better understand the key functions of RESO’s uinsurance business.

With the use of augmented reality (AR) technology, AR Door has managed to create a presentation tool that helped to visualize the company’s every day work. Right on stage the CEO Dmitry Rakovschik saved life of an old woman and repaired a crashed car with just a motion of his hand.
The performance on stage managed to give a zest to the whole evening and was highly praised by the audience.

Easy to follow and understand, the AR assisted presentation is able to visualize any kind of information thus creating an entertaining and easily digestible experience.

The presentation was developed in collaboration with Bokov Factory, a production company (

Additional information:

Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated sensory input.

AR Door ( is an augmented reality developer based in Moscow, Russia. The company specializes in markerless augmented reality technology that is capable of recognizing colorful pictures, faces and human gestures. Since the launch of the company it managed to implement some projects for big international brands.

metaio Releases Most Advanced Mobile Augmented Reality Software For Free

MUNICH AND SAN FRANCISCO, DECEMBER 8, 2011- The worldwide leader in advanced Augmented Reality solutions, metaio, will today release a free version of its advanced mobile development tools for iOS and Android to the entire application development ecosystem. This will be the newest version of the SDK that already powers the world’s most advanced AR browser and over 70 applications, driving more than 10 million downloads. The metaio Mobile SDK is the first mobile developer kit to enable gravity-aware AR experiences and the only AR developer kit that includes a 3D rendering engine, making it the first truly free AR SDK available.

Industry Proven With More Than 10 Years in Development

The metaio Mobile SDK  is developed by a software company with over 10 years of experience producing professional augmented reality, ensuring both the current caliber of the technology and the promise of continual advancements in research and developments. The metaio Mobile SDK has been implemented by brands, agencies and developers with an established professional track record of almost 70 mobile applications running on iOS and Android devices. The world’s most advanced AR browser, junaio, was built on the metaio Mobile SDK, and now empowers almost 10 million mobile-AR-enabled magazines delivered every month.

Most Advanced Augmented Reality Technology Available

The metaio Mobile SDK is as powerful as it is professional. Designed for natural AR experiences, the metaio Mobile SDK brings with it patented gravity-awareness and award-winning (tracking competition winner at ISMAR 2011) visual tracking technology for 2D and 3D objects, now three times more robust than the previous version. These features combined with metaio’s ongoing devotion to research and development will ensure AR experiences that are more natural, more intuitive, and more realistic. In addition, metaio has presented a clear roadmap towards both an Augmented World and AR on every smartphone by the year 2014, including working with chipset manufacturers to optimize metaio’s software for mobile devices.

Optimized AR-Pipeline for Major Mobile Chipsets

Though just weeks ago metaio proudly announced formal collaborations with ARM, ST-Ericsson and Texas Instruments Incorporated (TI), the broad developer community benefits today. While the available hardware is becoming more and more AR friendly, metaio has long been cultivating a network of contacts and technical exchanges with companies of the mobile processor industry, such as ARM, ST-Ericsson and TI. With these key industry partnerships metaio is ensuring that next generation mobile devices are fully AR capable.

“The powerful and flexible hardware of our partners enables us to deliver the software that will create the most innovative and compelling apps in AR,” said metaio CEO Dr. Thomas Alt. “We are happy to announce that we reached our first concrete short-term measure by porting our mobile SDK to the platforms of ARM, ST-Ericsson and Texas Instruments.”

From ARM: “ARM’s roadmap for ARM® Mali™ graphics and compute IP not only addresses the challenges in Augmented Reality today but also sets a benchmark for the next generation of mobile AR”, says Kevin Smith, VP Strategic Marketing, ARM Media Processing Division. “The combination of ARM processors and ARM Mali graphics processing units along with the strength of the Mali Ecosystem puts ARM in a unique position to provide enabling technologies to AR industry pioneers like metaio and we are working together to meet the future demands of mobile devices”.

From ST-Ericsson: “With our collaboration on a series of joint research projects, we are working to bring the latest AR capabilities to a broad developer community,” said Björn Ekelund, Head of Ecosystems and Research, CTO and Strategic Planning Office of ST-Ericsson. “Applications like AR are where the Nova™ and NovaThor™ product families excel since they deliver a combination of mobile processing performance, advanced graphics cores and powerful multimedia all at extreme power efficiency. We believe AR will become a basic demand in mobile devices in the future.”
From Texas Instruments: “Mobile augmented reality requires high processing performance with superior graphics and imaging capabilities that run on ultra-low power-features delivered by TI’s family of OMAP mobile processors. We work closely with metaio to ensure its AR SDK effectively leverages the OMAP platform’s end-to-end advancements. In turn, our mutual customers can focus on delivering compelling mobile devices that capture the promise and excitement of augmented reality-driven experiences,” said Fred Cohen, director, OMAP user experience team, TI.

Free of Worry and Cost

Compared to other augmented reality software kits, the metaio solution is the most complete and worry free available. The metaio Mobile SDK includes its own 3D rendering engine – now with advanced shader support – meaning there are no hidden development costs. At the same time it provides developers with a plugin to make use of Unity3D, one of the most established and powerful gaming engines currently on the market. Unlike other current augmented reality SDKs the metaio solution does not require the developer to upload and or encrypt any files before publishing a project, making the development process incredibly straightforward. For those who want to go further in customizing and development, metaio will also release a Pro version of the mobile SDK within the next months. The pro Version will include additional advanced features, greater customization potential and direct support by the metaio development team. Additionally, developers that prove their skills through the development of professional AR applications using the metaio Mobile SDK can register to become Certified Developers, giving them direct access to business offers and opportunities through the metaio network.

Watch the metaio Mobile SDK release video on YouTube
Download the free metaio Mobile SDK
Visit the new

about metaio

As the world-wide leader in Augmented Reality technology, metaio develops software products for visual interactive solutions between the real and the virtual world. Based on the advanced software suite, 3-D animations can be integrated seamlessly into live-video streams respectively into pictures of the user’s real environment. Founded in February 2003, metaio currently employs 75+ people at two different locations. The company is headquartered in Munich with the subsidiary metaio Inc. located in San Francisco USA. metaio has accumulated over 500 projects has been working with more than 450 renowned customers from different industries and geographical locations, such as: Macy’s, Toyota, Universal Pictures, Volkswagen, Adidas, BMW, LEGO, Audi, Bauer Media, USA Today, Bosch, Domino’s Pizza, The National Guard and Absolut Vodka. metaio is also the producer of the world’s most advanced mobile augmented reality browser, junaio, available for free download on Android and iOS. for more information, please visit and

AR Faces

Arturo Castro says:

This is a technical demo for face substitution technique. The application works in real time and it’s developed using the opensource framework for creative coding openFrameworks:

Most of the “magic” happens thanks to Jason Saragih’s c++ library for face tracking​jsaragih/​FaceTracker/​FaceTracker.html. The face tracking library returns a mesh that matches the contour of the eyes, nose, mouth and other facial features.

That way the mesh obtained from a photo is matched to my own face in the video. Applying some color interpolation algorithms from Kevin Atkinson’s image clone code:​ gives it the blending effect that can be seen in the final footage.

I’m also using Kyle McDonald’s ofxFaceTracker addon for openframeworks​kylemcdonald/​ofxFaceTracker which wraps Jason’s library for easier use.

Kyle has uploaded another video giving a try at a different blending algorithm, which get rids of the artifacts and an even creepier look:​29348533

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