Casual-games developer, publisher and distributor RealNetworks today announced the launch of in-game video advertising with top brands Honda and Hasbro, in partnership with digital marketing services and technology Eyeblaster (using its EB.In-Games solution). Real said it is the first publisher to support streaming video advertising integrated into the downloadable casual-game environment.

Real said it is implementing new methods for generating additional revenue and creating an interactive consumer experience in casual games. Most in-game advertising has targeted young males playing console video games, but advertisers will now have an opportunity to reach a more diverse audience, including women over age 30, it said.

"Effective advertising in casual games requires an added level of sensitivity to the consumer experience, ensuring the ads are not overly disruptive or intrusive," said Michael Schutzler, SVP, RealNetworks Games Division. "By leveraging our experience in online games and ads, we've created an approach for downloadable games that blends into the game play and is also very effective for advertisers."

Analysts predict that the market for in-game advertising is set for substantial growth, with Yankee Group predicting that the sector will jump by 500 percent to reach $732 million in revenue by 2010.