But he predicts in-game ad revenue will more than double between 20. While overall revenue is soaring, he says, that percentage won't change much for the next couple of years. He says social game publishers take in most of their revenue - 60 percent - from the sale of virtual goods: crops, fish food and other miscellaneous items. Paul Verna analyzes the business of social games for eMarketer. Then, they invite Facebook friends to join in the fun of collecting rent and building businesses, as well as growing and harvesting crops. Players start with an empty plot of land and build a city on it. On Facebook, 97 million users play the free game CityVille. Five million users downloaded the ad, which gave them a brief respite from farming.Īdvertisers are always looking for a new, more engaged audience.Īnd they've found one in the online world of social gaming, where more ads are becoming embedded in the game itself. Farmers Insurance Group ran an advertisement in FarmVille that appeared on an airship.

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