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Product Placement in Video Games
klaun writes: "Yahoo has a Reuters article about product placement in games. Seems that paid placements are no longer that popular because they don't work. The audience is to sensitive to advertisement being 'crammed down their throat.' Wonder what slashdot thinks of product placement." I actually like ads in games, whether they're spoofs or real, so long as they fit the context of the game.
It's a very unintrusive form of advertising. I don't see anything wrong with it. It doesn't take away from the game, or perhaps make it more real. I'd rather that than interrupt the game with ads like is becoming the trend on the internet to interrupt viewing of a webpage to show an ad. In a world where ads are being made more and more intrusive and more annoying, this is a refreshing way to advertise a product.
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It's about time that ad companies start realizing that they are forcing so much at us, that it doesn't work anymore. (Redundant, I know).
Still though, maybe they'll start finding better ways. First of all, the product really does have to appeal to the target audience. It has to make sense. I don't even notice ads anymore, they are just automatically blocked out of my vision.
Occasionally, one that appeals to me in some way will surface. Like one I saw on slashdot a while back that asked what the smallest positive integer you could make with 9 9s and + - / * ( ) was. That grabbed my attention right there, but hey, I'm a programmer.
On the other hand, most ads (read: X10) are totally ignored by me, and I don't even give it a second thought when my mouse automatically moves over and closes the window.
That's the plain and simple fact of it. As a culture, we are so used to ignoring any form of advertising, that it just doesn't register anymore.
Advertising is in a state of diminishing returns, and they need to go about it a different way.
I thought that Hateful Chris 3d trailer was funny...
"The earth is running critically low on ad space!"
I've noticed on two XBox games, Project Gotham Racing and NFL Fever 2002 have fairly visible Taco Bell "ads". NFL Fever having the end of game Taco Bell highlight reel, and PGR having a few signs in NYC that say Taco Bell. I don't have any problem with it. Its a detail that if completely absent would draw some attention too... I mean think of the BCS for college football. I remember when each bowl didn't have a sponsor like the Tostito's Fiesta Bowl... Fed Ex... etc. Sponsorship is a part of our everyday lives... Does it mean I've gone to Taco Bell since their XBox media blitz started... Nope. Although a soft taco supreme sounds kinda good right now...
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The second kind of advertisements is product placement that does not fit stylistically into the game. An example would be if the cut scenes in Final Fantasy showed the characters wearing Fubu clothing and swilling Cherry Coke. This sort of product placement makes one feel that advertising is being 'crammed down one\'s throat', and is thus not acceptable to many gamers. As long as companies can differentiate between the two types-- and avoid the latter-- everything will be okay.
I also have a related question: What's the deal with the car brands in Gran Turismo? Do the car companies pay to have their products "featured" in the game, does the game company pay for the rights to use real cars, or does no money change hands?
Thanks for your time.
I'd rather be lucky than good.
Besides funding, product placement can add realism to a game. We're immersed in product placement in real life, so it seems strange to not see it in a supposedly reality-based game.
Of course, in real life we see competing brands advertised all the time, but that wouldn't happen in a game. You won't see both Coke and Pepsi billboards in one game any time soon. Furthermore, games usually have just a handful of sponsors - sometimes even just one. The Illusion is somewhat broken if all you see in a game are Nike ads and nothing else.
But the most common offense I see is when they put in ads for their own company or development team. Sure it was funny maybe a few years ago, but I don't want to see giant ads for Interplay, Inc. or "Team Blue" in every game I play. (Note to developers: this also goes for pictures of your family and obscure in-jokes that only Bob will find hilarous.)
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It may be realistic, but frankly I find it distracting. While it would be pretty lame to see someone drinking Cola® brand Cola, a made up name that's clever and/or silly can add much more to my enjoyment of a game than the "realism" of product placement. "Fried Chicken Restaurant" isn't the only alternative to "Kentucky Fried Chicken" as suggested in the article. How about something like (off the top of my head, not necessarily a good example) "Kentucky Fried Sushi"? Players would get a giggle out of the blatant yet skewed reference, and no one has to worry about integrity. Admittedly, this would work better in an Earthworm Jim style game that was designed to make gamers laugh to begin with than in "Die Hard: Nakitomi Plaza" (I hope that's just a working title). Mind you, I'm only talking about games here. Movies should stay away from sight-gags as much as possible, but since they're just about the only type of gag you can sneak into most video games, I say bring 'em on!
no advertising ever works that directly. i don't think i've ever looked at a billboard and just said "damn, i gotta get me some of that," but whatever's being advertised still makes its way into my head, and this works the same way.
If Red Bull pays a lot of money to have theur adds in WipeOut and other games i would expect that the developers could reduce the price. But no they ofcourse increse the price and calls the adds a "feature" that increases the gameplay
There isn't much like the scent of a fresh harddisk
propstoalldedhomiez: It's a very unintrusive form of advertising. I don't see anything wrong with it. It doesn't take away from the game, or perhaps make it more real.
... i really dont like paying for something then having to view advertisements.
gimpboy:
I'm with gimpboy on this one. If I paid for it, I expect to be able to put my entire attention into the experience I paid for. If an ad enhances that experience, i.e. by creating a more realistic environment or being parodied as part of a plot line, it's acceptable. But if it's intrusive, it's just stolen my time and vandalized my property, just as if someone had spraypainted it on the side of my house.
As near as I can tell, if it's intrusive enough to actually sell the product, it's also gone over the line into degrading the experience, whether movie or video game. So that ruins product placement as a legitimate advertising technique, with the possible exception of joke-as-plot-element.
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Product placement works in that it creates brand awareness. You may not be attacted to what person X in game Y is eating or drinking, but you will become aware of the product (so that if you ever have a really strong craving one day, you might go out and buy that product). The advertisers are also hoping that I mention the product to a friend or relative who might need the product (ie. I see a Viagra commercial.. and I tell my impotent uncle about it or something).
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Going to Pizza Hut instead of "the pizza place" does help you relate to the game more. It makes it easier to relate to the character.
:)
Sure it does. Players have an easier time relating to characters when they don't have to put any imagination into it, but I don't think that makes it better. Pizza Hut is a pop-culture icon, and doesn't need to be imagined by the player, or developed by the developer. How boring. I think any character developer who thinks that sending a character to Pizza Hut is a good idea is damned lazy. It would be relatively easy to send the same character to "PizzaWorld", a made-up pizza emporium with a snazzy logo and "A free GookGook doll with every large pizza!" The point being made about the character's ideals is the same... he likes to succumb to pop-culture. But, by creating an imaginary pop-culture restaurant, the player gets to imagine the rest. And in case you hadn't heard, imagination is FUN.
I find that product placement in games is terrific. To play off of another post I saw here, a gentleman was commenting on how he didn't enjoy seeing advertisements for the company that produces the game, or family photos, etc. Ten times out of ten, I'll want to see "Pepsi" on the side of a can in the game than I would "SUPERCOLA." Intelligent product placement makes the game much more believable, and doesn't launch me out of the otherwise serious nature of the game with "Supercola? wtf?"
Take Max Payne for instance; a game that I find fairly realistic. If the painkillers were all "Advil" or "Tylenol" or something, I would find that tasteful and I would prefer it over "Painkillers."
I'd say that everybody wins in that situation. The advertising company gets some cheap (and probably well-noticed) advertising, the software company gets some extra cash in their pockets, and the end player gets some added realism.
I think tastefulness is the key issue here, and I think it's important not to lose sight of the fact that "SUPERCOLA" takes me way out of the illusion that the game publishers are trying to embed me in.
It does help to make movies and games more realistic..
Y'know, what's really frightening is that we feel we need to see ads for a scene to be "real." That just goes to show you how many ads we're subjected to each day.
- j
Then how is advertising over two pages in a magazine (and filling it up with crappy brochures), posters or even neon light installations the size of buildings, TV-advertising, telemarketing, and, the latest fashion, pop up ads, not? If it's worth advertising on some poster on a wall, why isn't it worth advertising on a Wall in virtual reality? You know the audience that will come by, nobody will mess up the poster, or alter it in creative ways, and you even get to choose the place and surroundings of that advert.
If it were no good idea to advertise there, where you at least know the audience, then maybe the whole concept of advertising should be reconsidered. I think brand recognition is greatly underestimated, if those corporations are concerned about how, and in which context their products are displayed. Did anyone ever notice how many of those rich evil movie drug-dealer types cruise around in those big black Mercedes or BMW? And that gave those cars a bad rap? Not that i'd notice.
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"By the way if anyone here is in advertising or marketing... kill yourself." -- Bill Hicks