IAB to create Game Advertising Council

The Internet Advertising Bureau has announced plans to establish a Game Advertising Council to educate marketers and ease adoption of advertising in and around video games.

The IAB said the creation of the group has been driven by requests from the marketplace, IAB members and advertisers. It follows the launch of the IAB US Game Council last year.

The new trade body – which takes the number of IAB UK Councils to 17 – will be formed of game publishers, technology providers and senior experts from agencies.

The IAB said that one of the first objectives of the UK group will be to evaluate the suitability of IAB US in-game measurement for the UK market.

Jack Wallington, senior programmes manager for the IAB and coordinator of the Game Advertising Council, said: “Gaming is one of the largest, most immersive and engaging entertainment platforms in the world, yet remains totally misunderstood by a large part of the market.

“The US gaming industry is thriving, and we’re seeing some strong parallels over here in the UK. With the US gaining universal agreement on their in-game measurement standard, this is just the ticket for advertisers to make even more of game advertising and something we hope to replicate in the UK through our Game Advertising Council.”