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More In-Game Advertising on the Way

Posted by ryuzaki0 on from the would-you-like-your-coke-cure-potion-now dept.

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."

4 of 50 comments (clear)

  1. The new TV? by commisaro · · Score: 4, Interesting

    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.

    1. Re:The new TV? by kfg · · Score: 3, Funny

      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

  2. This can be done well. by cowscows · · Score: 3, Insightful

    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.

    --

    One time I threw a brick at a duck.

    1. Re:This can be done well. by mythosaz · · Score: 3, Insightful

      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.