In-Game Ads Necessary?

GameDailyBiz is reporting on the increasing frequency with which real-world ads are being included in online game worlds and single-player titles. They discuss the possibility that, with the increasing costs of developing hit games, such measures may be a requirement. There also some callous examination of developer motives. From the article: "Right now, the fact that publishers are putting so much emphasis on multiplayer online play and replay ability is in some ways actually hurting their bottom line. While it's true that an excellent online portion of a title will move some additional copies, who knows how many potential future sales are lost. Whether gamers spent 100 hours with Halo 2 thanks to Xbox Live or 15 hours with Ninja Gaiden, both publishers sold their products for the same $50 MSRP.

Comments

What's the real problem?

[steveo777]

I've been dealing with ads in my favorite video games since the first. Gran Turismo. Tires, cars, mod shops. The ads are plastered all over the track. Do I care? Not at all. Because it's in context.

Now, let's say I'm playing Jade Empire and some guy holds a sign that tries to sell me some toothpaste.. okay, I suppose that might be feasable. As long as I can ignore it. Now, if it's some sort of pop-up ad? That would turn me off instantly. I would never buy a game that forced me to read an add. Unless... take Jade Empire again. I'm running around. Random guy X wants to talk to me and forces me to listen to some shpeel about some toilet paper that's triple ply and has fourteen more squares per roll than the leading brand. I'd be pissed.... unless I can kill him and never worry about it again. And, idealy, I'd get good guy points for doing so.

I remember actually wanting ads in a game once.

[N0decam]

Back in 1997, I bought NHL '97 to go with my shiny new computer. The boards were plastered with ads for Hagg sticks and other crap non-existent products. Primarily because they didn't have the licenses to put real brands in the game.

There was a modding community out there endeavouring to recreate the TV hockey experience as much as possible. I'll admit, I patched my NHL '97 to have actual ads instead of the standard fake ones. Updated equipment skins, on screen scoreboard graphics etc. It enhanced the gameplay, because it made it more like real life.

Now, if you go back and watch NHL hockey from the 70's, you'll be shocked to see that the boards were ad-free. Today, you can go to any small town rink and there are board ads, and ads painted into the ice, and ads on the scoreboard, and ads in the urinals. There has to be a happy medium out there somewhere.

I like _some_ of the in game ads

[shampster]

The ads I've seen in-game Anarchy Online are generally static and animated billboards and posters. For example billboards in large cities and posters on the wall in subways. Personally I think it adds realism to the environment. IMHO it's (at this point at least) minimal and tastefully done.

Don't think it would work in fantasy MMORPGS like Wow though.

Effectiveness

[Gogo0]

Do ad execs really think that someone will be playing MGS4, see a Mountain Dew machine/popup/clever placement and think to themselves "wow that looks good, I could really go for a Mountain Dew right now. I'll go to the store and buy some as soon as I finish this game"?

If the person already drinks MD, then he probably already has some, or is already planning on buying more. This isnt going to spur sales.

On the other hand, most people buy products from ads when they are introduced to the product by the ad. Are they going to be selling a new kind of vaccuum cleaner in Resident Evil 4?

Sigh

[Lord_Dweomer]

As another posted already pointed out, the reason this is starting to become necessary (especially for MMORPGs) is because of the vicious cycle of games requiring higher budgets to compete on graphics/marketing. In addition, the MMORPGs in particular have a subscriber plateau they tend to reach where the number of new players (read: additional revenue streams) tapers off, at which point it starts getting more expensive to add and maintain new content. Now, this is dealt with in part with Expansion Packs, but then you have the shareholders to please as well, and they always demand more money.

What I think will eventually happen is that eventually it will cause the industry (or part of it) to implode. The smaller developers will eventually be on a more even playing field as development tools become more powerful and cheaper. Its scary how much this is becoming like Hollywood, it really is. Of course its comforting to know there will always be those in the Indie world (developers/directors) who blindside us with amazing work for cheap.

Would discourage games that dont have a reason ads

[marcybots]

Ads can be done in games and actually help the game, if your Shinobi the ninja beating up thugs downtown you should expect to see billboards and having authentic billboards would make the game more authentic. If your a sports star having real ads would also help the game. However I think in game ads may discourage companies from creating games where it is unnatural to have ads, such as a historical game about cavemen or some sort of game where you are in the ancient roman empire, how would adds be placed in these games without ruining their atmosphere? Also how would ads be placed in totally phantasy games like Super Mario brothers, or final fantasy without ruining the cool little worlds these people are trying to create? So what would happen is that although ads can enhance certain games, they will discourage the creation of other games.