Microsoft Kinect Pushes In-Game Advertising to Newer, Bolder Directions

Microsoft Kinect’s combination of motion- and gesture-based gaming technologies presents advertisers and marketers with revolutionary opportunities in in-game advertising. Kinect’s capability to recognize facial gestures or expression will push motion- and gesture-based gaming, which began with Nintendo’s Wii console and is reinforced by Sony’s Move platform, into wider adoption by marketers. This capacity will allow the gaming system to adjust the game in real time based on the player’s emotions, enabling in-game advertising to be tailored to individual gamers. Combined with Xbox Live, this technology will allow advertisers and gamers to create interactive advertisements with some social-networking elements.