Ways to Improve In-Game Advertising

ches_grin writes "At a recent conference, Microsoft's Kevin Browne discussed the 5 most important ways to improve in-game advertising, contrasting the ideal with the current state-of-affairs in the industry." From the article: "Estimations of the growth of the in-game ad market have been varied. Microsoft's internal estimates put in-game advertising at about $1 billion per year by 2010. The Yankee group recently pegged revenues at $732 million in the same timeframe. Microsoft estimates that 2005 brought in $56 million in in-game ad revenue."

Comments

Ah!

[Monkelectric]

Sounds like a perfect way to convince me to stop buying games.

I'm pretty much done with DVDs -- when every dvd you buy now has advertisements on it. Even BBC box sets!

So in short, thanks for pointint out how to ruin another avenue of entertainment for consumers.

Re:Ah!

[Necreia]

In games ads are going to greatly restrict what type of games are made.

Look at it like this-- If having contemporary setting games can generate revenue on billboards, vending machines, etc, then what motivation is it for a company (from financial standpoint) to make a game in an alien or 'old' setting?

If a company can make another FPS set in LA to sell add space, or a fantasy setting game for whatever reason... the dollar is going to pick the first.

I'm rather distraught with what is about to come.

1 Way to improve in game advertisements....

[caffeinatedOnline]

1. Remove them

'nuff said

Re:1 Way to improve in game advertisements....

[fallen1]

Well, I was going to say something along the same lines:

DON'T PUT ADVERTISING IN ANY GAMES. PERIOD.

That is the most effective way to deal with in-game advertising. You want to target my demographic? Then learn that my demographic DOESN'T WANT intrusive (or even non-intrusive) advertising in our ENTERTAINMENT. That is my down-time away from all the crap of the world. Why would I want to be subjected to the shit called advertising that spews forth from Madison Avenue, LA, or anywhere else in the world during that time?

Re:1 Way to improve in game advertisements....

[88NoSoup4U88]

I don't necesarily want ads removed from games: But since it's an extra source of revenue for the developers, I -do- want to see this reflected in a lower price for the game... But I guess I won't.

On another note: I hope that when (PC's) first-person shooter ads are really setting off, that server-owners would -also- see a small compensation for their servers acting as a platform to serve those ads: Once again my hopes here are also not likely to become true.

Tips and tricks

[Rob T Firefly]

Mr. Browne later detailed an extensive, detailed list of methods for successfully polishing a turd.

Get rid of it

[Wootzor von Leetenha]

Or, if they must be in games... Make it so you can blow them up. The only thing I hate about web ads is when they pop over content I'm interested in reading. It happens all the time when I visit my local newspaper's page. So, if I see an advertisement, I don't mind, simply because I'm used to seeing ads EVERYWHERE. But if it pauses the game and I can't get by it until I've stared at an advertisement for two minutes, that game's coming out of my computer. Also, they should only be in modern games. If I'm playing World of Warcraft, and see an ad for "Microsoft Windows Vista", it'll ruin the game. If it's a near future game, make the ads at least near-futurish. Like in Back to the Future II. If I'm playing a WWII shooter, based in France, give me old time Pepsi ads in French. I don't care if Pepsi wasn't being sold in France before or during WWII... historical accuracy of a minute detail like that doesn't matter to me. And have it be a blown up billboard or a bullet filled sign on the side of a building. Don't distract me from my immersion. If I leave 1943 France because I see an ad for a 2007 Monte Carlo SS, I won't be happy. That is all.

Like Broadcast TV versus HBO back in the day

[246o1]

Make any games with ads free. And make any games you pay for free from ads.

This, however, is not going to happen. A good, and maybe very slightly possible, way to let the market decide would be to label any games with ads, so I can avoid them.

Game Commercials

[pallyincloth]

I think the game should be paused every 10 minutes, at which point the user must watch 3 minutes of commercials before the game continues. (Much like the way Windows Vista is being designed.)

He may have nailed it -

[mmalove]

The number one thing on there was to make the advertisements dynamic instead of static. Now if marketing dorks look at that and say, ok, we need a goodyear blimp crossing the screen, they missed. On the other hand, if they lay down a frito lay factory in the middle of Grand Theft Auto, and allow you to BLOW IT UP, then you have something.

Destructable advertisements. You take out your favorite franchises (DIE Walmart!!), they get name recognition. I could deal with this.

Imagine you're playing BF 2, and wham, right in the middle of the map is a McDonalds. Bleh, wonder how much money EA got for that? Then you find you can blow the golden arches off with a tank round.

What if your playing City Life, and actually get to BUY McDonalds? Not some cheap lookalike company conjured up to avoid copyright infringements. You get the burgers, the clown, the tube playgrounds out back - the whole nine yards.

Companies play their cards right in the video game market, and it could work for everyone. If they treat video games like TV shows (stale static pictures on boxes) - they will do more to turn kids away from video games than a whole congress of Jack Thompsons.