More In-Game Advertising on the Way

jizziknight writes "Wired has an article up detailing the many types of in-game advertisements and product placements on the way to future games. Advertisers and developers might actually be starting to think it through, rather than just slapping the company's name on everything. Adidas Basketball will be sponsoring some unlockable 'features' in Electronic Arts' NBA Live 07 on the Xbox 360 and the PS3 that showcase its new 'It Takes 5IVE' slogan. The features include 5 players with special uniforms and an exclusive arena. In Fight Night Round 3, Burger King is sponsoring an unlockable boxer as well as an avatar of The King that joins your entourage when you win a Burger King-sponsored event. There are also a few details about an ad-supported MMOG by Acclaim, in which sponsors offer to buy items for you when you go shopping in the game. Another interesting tid-bit from the article: A comScore survey showed that 'Thirty-seven percent of heavy gamers (those who play games at least 16 hours a week) agreed that featuring actual products or companies in games make the games feel more realistic. About one-third (27 percent) of medium gamers (those who played less than 11 hours per week) agreed that in-game ads can add to a game's realism.' Of course, we've all seen instances where ads make the game less realistic."

Comments

The new TV?

[commisaro]

Does this mean that games are going to become free, paid for by advertising? I doubt it. Where is all the extra revenue generated from advertisements going, because it sure isn't going towards lowering game prices, from what I've seen.

Re:The new TV?

[kfg]

Where is all the extra revenue generated from advertisements going. . .

3.Profit!

Now all you have to do is figure out how to sell advertising on underpants.

Oh, wait. . .

KFG

Re:The new TV?

[Necroman]

The cost to produce a Video Game has become extremely high. With the increased cost of production and a semi stagnant price in video games, companies are looking for a way to get some extra money out of the deal.

Publishers will make a lot of money on the big title games (Grand Theft Auto and the lot), but will have to take a gamble with other titles by investing a lot of money they are not garneted to make back. So when they do make a lot of money on one title, some of those profits will go to help funding another title (and into the pockets of executives).

Re:The new TV?

[krgallagher]

"Does this mean that games are going to become free, paid for by advertising?"

This has always been one of my prefered gaming models. If the MMORPG's worked my way, that potion of strength would be a Starbucks Latte.

This can be done well.

[cowscows]

As long as it's worked into the game reasonably well, and not an interruption to the game, it doesn't bother me much. Like most things, it can be done badly, in which case it will certainly be annoying. But if it revolves around product placement and brand awareness, rather than direct "Buy me now for only $14.99 at Walmart!" it shouldn't be bad. More clever things like BK having the king escort you to the ring in FightNight are actually pretty cool, and would make me laugh.

I don't have any problem with ads in game on principle. If it keeps the prices of games from going up as quickly as they would otherwise, then so much the better.

Re:This can be done well.

[mythosaz]

While I hate to "me too" on a topic list this, the parent is correct. In game ads, where appropriate, add to the realism. NASCAR games *need* ads on the cars and along the racetracks. Fight Night might have gone over the top with the Burger King ads, but the rest of the in-game "advertising" was spot on -- and, yes, Beating el Ray to get The King as your trainer/promoter was, at least in my opinion, cool/funny/neat. Fights have sponsors. Real sponsors add a sense of immersion in the game.

Nobody wants to kick in a door in a FPS and find a flashing "$10 off your first $50 in electronics at Buy.com" ad plastered on the wall, but since I drink branded soda, I don't have a problem with kicking in the door and finding my target sipping an ice cold Coca Cola. I'm more bothered by the knock-offs seen in movies/games without sponsored products. They're even MORE distracting.

Art echos life. Life had ads.

Seen this coming since 1983

[SomeoneGotMyNick]

That damn Tapper game advertising Budweiser (and Mountain Dew in a "think of the children" variant)

I'm a fantasy game freak

[NaeRey]

How do you think will they put ads in THAT and make it feel more realistic??

Re:I'm a fantasy game freak

[kfg]

How do you think will they put ads in THAT and make it feel more realistic??

You got a problem with serving wenches named Taco Belle?

KFG

Screw in-game ads

[RichPowers]

I refuse to buy a game that has in-game ads AND retails for $50. If you're going to ruin the creative integrity of the game, at least make it cheaper for me to purchase. Until some of the ad revenue gets passed down to consumers in the form of cheaper retail prices, I can't get behind this scheme. For every one game that does in-game ads right, there will be 50 that blatantly sell out and ruin the gaming experience...

My $0.02

[robyannetta]

If I can play the game for free, then I would expect to see ingame advertising.

If I have to pay $50 for the game and $14.95 a month for online gameplay, I better NOT see any online ads.

Re:My $0.02

[Cahrin]

MMO's have a huge opportunity here, as they could probably get away with selling you the game at $50 and then giving you the option of paying a monthy fee or playing the game with a ton of ads in it. It'll be interesting, though, to see how they try to seamlessly integrate ads for Nike into a game like WoW.