©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
The $10 billion private valuation of FarmVille-maker Zynga and mounting anticipation over the company’s expected IPO filing is testament to the sizzle that surrounds social gaming. But even with a whopping 250 million people playing casual games a month, a new Forrester report finds U.S. marketers aren’t trying to capitalize on the craze.
The vast majority — 84% — have no plans to use games in their U.S. marketing strategies in the next year, and only 19% believe games will become more effecting marketing vehicles in the next three years. Forrester views this as a missed opportunity and advises advertisers to begin testing in-game marketing efforts to tap into the millions of engaged consumers. Read more