New in-game advertising deal sealed
I got a press release through the other day from IGA Worldwide "the leading independent in-game advertising network".
They've just signed a deal with EA, or Electronic Arts, to provide all their plugging for the Playstation 3.
According to the bumph the contract means the 13 million PS3 owners will now be bombarded with in-game advertising.
The release says: "Sony recently opened its PS3(TM) platform to allow brands to advertise dynamically within games played on the popular video game console."
Well that was nice of Sony wasn't it? (I particularly like the TM thrown in like a breeze block emphasizing the product).
I enjoyed the explanation of why gamers would actually benefit from the experience: "The advertisements are integrated within the gaming environment in order to deliver a seamless and more authentic game environment."
Well, I suppose they're right - being bombarded with product placement is certainly part of normal everyday life.
I remember when the only ads in games were spoof ones - often in something like Duke Nukem there'd be pics of naked women advertising something - god knows what - it wasn't big, it wasn't clever, but at least it was (slightly) funny (if you were an adolescent male that is).
Will this 'advance' keep prices down for PS3 gamers (normal release price ã49.99) - errr, no.
And EA, for god's sake. They are hardly famous for insisting on finished products being released.
Who can forget Battlefield 2 on PC - still getting massive bug fix patches YEARS after its release.
Elizabeth Harz, EA's Senior Vice President said: "EA is committed to providing both great entertainment experiences for consumers and effective advertising solutions for marketers."
It's come to something when a games publisher says it's 'committed' to a concept like 'creating effective advertising solutions'.
I await the first in-game ad break.
Adverts - coming to a game near you!
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Ben Hurst
I think this can be an extremely effective advertising strategy. Apparently according to an Adweek article, most gamers responded positively to in-game advertising. I think it's ok as long as it's subtle. If a video game character is drinking a "Coke" instead of just a soda than that's fine as it doesn't really take away from the game. If "missions" and the actual gameplay changes because of advertising than I think it will have gone overboard.
I suppose it's an interesting one in some ways - the only thing I would say about the study you link to is that it comes from IGA worldwide itself, which is the company pushing in-game advertising. You're right about the risks of pushing it too far - recent outcrys on the internet, in particular over security software - have led to publishers changing their strategies very quickly. Advertisers would face a similar response if people did feel it was too overt or affecting gameplay.
I admire what you have done here. I like the part where you say you are doing this to give back but I would assume by all the comments that this is working for you as well.