The Internet Advertising Bureau – the trade body for UK digital marketing – has launched the Games Advertising Council to educate the marketing community about advertising in and around videogames.
The IAB has said that it intends to enlist publishers, technology providers and others to form the council.
"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," said Jack Wallington, senior programmes manager for the IAB.
"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."
One of the council's first tasks will be to evaluate whether the IAB's in-game measurement standards in the US are suitable for the UK market.