In-game ads, not as useful as once thought?
by Nick Doerr 
{ Jan 30th 2008 at 2:30PM }
He and Kotick ran into agreement that "young people don't like advertising very much" and that it's a bit early to get too far into in-game ads. What do you guys think? Is it too early for video games to accept in-game advertising on a large scale? Are gamers going to feel the advertisements are intrusive and block them out, just like TV ads? It's up to us to see if this method will ultimately succeed or fail.
[via Gamasutra]
Reader Comments (Page 1 of 1)
Binaryfiend @ Jan 30th 2008 2:34PM
I wouldn't be opposed to it if it was subtle and only showed ads from companies I wanted to see ads from. Otherwise I think it takes the fun out of the game to turn it into some commercial just so they can squeeze another buck.
XanthouS @ Jan 30th 2008 2:36PM
If the ads are implemented well, and in a way that doesn't detract from gameplay (see in-game Counter-Strike ads) I have no problem with it.
Especially if the revenue helps keep costs low.
Chnkylovrr53 @ Jan 30th 2008 2:39PM
Agreed... I'm fine with subtle, and relevant ads...
John @ Jan 30th 2008 2:41PM
In some games, I'm thinking GTA, in-game ads could work quite well. We're all used to seeing billboards for [insert brand name here], it might actually add to the realism of Liberty City if some companies ponied up for this kind of ad space.
Carlton @ Jan 30th 2008 3:35PM
That would be terrible in GTA as it is not supposed to be realistic. It presents a world that is supposed to resemble reality, but in a heavily satirical manner.
Would you really want to see Sprunk replaced by Coca-Cola?
That would be a major sellout. Thank god it will never happen.
DG @ Jan 30th 2008 3:37PM
I agree. Games like Burnout Paridise have billboard ads and I think it adds to the realism a bit.
Then there are games like GH3 that have way too many ads that have nothing to do with the music. Redbull cans and five gum? It was just too much.
FatalisticDread @ Jan 30th 2008 4:34PM
The problem with the ads in Burnout: Paradise... is that they are the ONLY thing that is clear and crisp...thus, they stand out too much and are more of an eyesore. I can't see the jump I'm supposed to be making, but dammit, I sure as hell want a Whopper right now!!!
adamevex @ Jan 30th 2008 2:42PM
On the whole ads just aren't effective today. Everything i buy is something that i want, not something i saw in a commercial. And say i want an HDTV i'll just ask friends that own one what brand is the best and go to sites like Cnet for comparisons and user reviews.
Sam(ON)mY @ Jan 30th 2008 6:51PM
Most people don't think they are affected by advertising. I don't think anybody can be swayed to by a product they don't want.
But when it comes to something that involves brand awareness you are far more likely to stick with familiar names given the choice.
Also with advertised products you know it is likely to be stocked where you arrive..you know what you're getting and what packet to look for when you wander into a shop. They just need to rest at the edge of your conciousness. I think we like to be informed when we buy something like a television...but it is fairly hard to find opinion or even a buyer for obscure brand x as opposed to something made by Sony and Philips.
Organic_Shadow @ Jan 30th 2008 2:45PM
Wow. 360 has a paid online service with M$ along with EA and others pushing toward in-game advertisement and Sony has a free online system and frowns upon in-game advertisement?
Things like this are overlooked it seems.
SKI @ Jan 31st 2008 7:57AM
Yet what is Home but a way for them to get as mush advertising as they can to you?
Jeremy @ Jan 30th 2008 2:54PM
I am totally in favor of ads on in-game billboards, load screens, and product placement. They would cross the line if they introduced the equivalent of a pop-up ad. But anything that gets me more stuff for free is a good thing.
Schoolimangooli @ Jan 30th 2008 3:02PM
I'm completely against ads unless it like at a baseball game in the billboards and such. But I'm paying 60 dollars for a game I sure as hell don't want advertisements plaguing game play experience.
NeoRaiden @ Jan 30th 2008 4:21PM
Finally, someone who's not a dumba$$. I'm freaking sick and tired of ads being everywhere. There are more commercial breaks now on TV then there ever was. They are literaly cutting TV shows for more ads. I'm paying to watch TV not commercials. They're everywhere, and now they want to put them in our games!? That's BS. $60 for one game, I want it absolutely ad-free.
miglaugh @ Jan 30th 2008 8:05PM
Agree 100%
I hate advertising to the core of my being. It's all just lies and deceit. What makes it even worse is when you have to pay for them.
To those people who think in-game ads will reduce the price of the game, where's the proof. All the games that have ads have been the same price. It's all just to raise the profit.
Justin @ Jan 30th 2008 3:08PM
I wouldn't have a problem with them, but I'm not sure they'd sway me to purchase a certain product either.
Jason @ Jan 30th 2008 3:08PM
I think the reason gamers prefer gaming over TV, movies, etc. is that they like the control; they want to be in control of almost every aspect of their entertainment. With video games there are no commercials or trailers to sit through unless you choose so.
If in-game ads start removing this feeling of control I think there will be a back-lash. But if in-game ads were unobtrusive and fit into the style of the game it would be ok.
What I think would be nice is a section accessible from the game's main menu that showed what items are being advertised in the game. By selecting one of the products you would be sent to their website where you could receive special promotion codes for discounts or other perks.
moo083 @ Jan 30th 2008 3:11PM
I never mind ad supported content as long as there is also a way to pay for that to go away. That way they earn money either way and if I find a game that I really like but the ads are annoying since I play it so often, if I could turn them off that would be great.
Also, if ads were to have a limit to how many times it would show up to the same player, that would be great!
Or maybe, if the player plays for 40 hours, or some other number up to the developer, the ads disappear. You pay for the game by looking at ads, but then after you've paid your debt, you pay no more.
All this depends on the context of the game its used in.
MCX @ Jan 30th 2008 3:33PM
As long as it make sense and works in the design of the game.
I don't like the idea of ads on loading screens that would take you out of the game more than something relevant to the game would.
russell @ Jan 30th 2008 3:25PM
in burnout paradise there is a Diesel store, Diesel trucks everywhere (i've wrecked into several) and I've also seen a Burger King billboard.... do i care? nope. is it lame? yes, but if it gives the devs a bigger budget and doesn't come from my pockets and doesn't distract from game play then bring it on!
watcher @ Jan 30th 2008 3:33PM
Don't forget the CompUSA ads. Aren't they in chapter 13 now? Anyway, I found the ads in Burnout to be subtle. It isn't bad in moderation.
ozybolairy @ Jan 30th 2008 3:51PM
depends on the game, if it was something like The getaway which shows a real world location, you could expect the game to show real world advertising (without being too obvious). You would expect to see billboards in the game advertising anything. Whereas if it was an alien space shooter, is it realistic to see pepsi brands anywhere on some futuristic space ship?
Sam(ON)mY @ Jan 30th 2008 6:51PM
Aliens drink coke too :/
Draco @ Jan 30th 2008 3:36PM
I'm game for sports games ads, they make sense, burnout makes sense, GT4 will make sense, FFXIII won't make sense and I would be very angry if they existed there.
That being said, I don't want my gameplay to be interrupted for "commercials" nor do I want popup adds, like you see on TV... Mountain Dew is bad for it. those slide up adds you see on TV from time to time, those irk me.
russell @ Jan 30th 2008 3:38PM
ffxiii takes place, at least part of it, in a city, so i would be surprised if we saw no ads.
Roller @ Jan 30th 2008 5:55PM
It would take away from the fantasy aspect if they put advertising in so I highly doubt that Square Enix would allow it
Keith @ Jan 30th 2008 4:12PM
I don't mind the billboard ads in Burnout Paradise demo and like was said above, it kind of enhances the realism of the environment. I wouldn't be opposed to that style of in-game ad as long as it didn't affect my load times or waste my disk space by prefetching a ton of ads. Things I definitely don't want to see are ads with distracting movement or sounds (basically all flash ads on the web today) or load screen ads that "co-incidently" encourage the developers to lengthen load times so the ads get longer impression times. Personally I'm not really influenced much by advertising but if it helps lower the price of my games or helps fund more development of games so we get better quality or more frequent games, then I'm ok with it.
When I fast forward through ads on my Tivo, I do occasionally jump back to watch a commercial if it catches my eye but that's a pretty rare occasion. The most influence an ad has ever had on me is to cause me to go out and do more research on a product if the ad wasn't clear. I rarely buy anything based on what I've seen in an ad. Anything can be made to look great in a commercial if the company is talented enough. "It's Log, Log; It's big. It's heavy. It's wood. It's Log, Log; It's better than bad, it's good!"
aaron_k7 @ Jan 30th 2008 3:45PM
I think for games like Burnout or sports games it's not a big deal, though I think Madden and NCAA Football take it a bit far. As long as I'm not seeing Pepsi ads while playing God of War, I'll be fine.
Hoopin4theHeart @ Jan 30th 2008 4:13PM
ads are not good unless they help lower the price of said games, other wise you are paying these companys to see their ads.......
chris @ Jan 30th 2008 4:29PM
In-game advertising can be pretty cool, I think, when done correctly. Games like Burnout and Grand Theft Auto, even Gran Turismo, could benefit from an increased sense of realistic atmosphere if advertisements were included that made sense in the game. The key here is not breaking the Fourth Wall. For instance, an in-game billboard for Mountain Dew above the streets in GTA would fit very well, however, a loading screen with the same image would not make sense. The ads have to make sense within the game world. In-game ads in Ratchet & Clank would be detrimental, as would some stupid bonus round in Pain sponsored by Tylenol or something.
FatalisticDread @ Jan 30th 2008 4:32PM
...ads should bring the price WE pay down...not just help allay the costs of developing/publishing.
Think Adrian @ Jan 30th 2008 4:37PM
If presented on signs, billboards, TV sets etc just as in real life I wouldn't mind at all. Even enjoy it a bit, because it would be more realistic. Loading screens wouldn't be that horrific either.
Phil @ Jan 30th 2008 4:38PM
Nobody mentioned the gilette vans in Burnout? :D
Eitherway...
I'm happy for real-world adverts to be in places that I would expect an advert to be...
perhaps a TV screen in a shop window (when games do that...)
those boards that go around football pitches etc, billboards, wall posters etc all are fine and accepted places of advertising
But why would you want them in-your-face?
To be honest, I pay so little attention wherever I am that I barely notice advertising - except in GTA... where you cannot escape it...
Ruben @ Jan 30th 2008 4:41PM
Did anybody else notice the compusa ads in burnout, and the demo came out the same month compusa closed. lol
Pete @ Jan 30th 2008 7:04PM
CompUSA was bought out. They are back in business.
http://www.compusa.com/
Fraser JK @ Jan 30th 2008 5:15PM
I really don't want adds in my games, unless it makes the game significantly cheaper.
But most of the time they are useless imagine Coke in WOW...
Unknown @ Jan 30th 2008 5:54PM
Let's see some realistic stadiums in sports games.
I'm looking at you MLB: The Show '08. I wanna play in an almost exact photocopy of the stadium.
It'll be the only time a something with my name will be able to hit that Bud Lite sign on the upper deck portion of the Philadelphia Phillies stadium.
Just no ads in Uncharted, or Resistance.
DSK UK @ Jan 30th 2008 6:01PM
I don't mind advertisements as long as it isn't different from the game world. For example, I wouldn't like a destructible game like Stranglehold to include a ad I couldn't destroy. This way, i show advertisers how much I like advertisements. Another thing which would be cool would be a video (without sound) on a TV screen, and then I could blow it up :)
I'm a very destructive person
Lars @ Jan 30th 2008 6:09PM
I think we all have to say no to in-game ads altogether. The saying goes "give an inch, they take a mile." Ads on TV used to be very minimal in the 50's, and now we have nearly 1/3 of a TV show spot used just for commercial breaks. When shows are re-run, they will often trim a few seconds here and there or actually speed up the film in parts, just so they can squeeze in more commercials.
At first they'll start putting ads on in-game billboards and while loading, then they'll start adding extra wait time to load screens just to ensure ad exposure. Eventually there will be forced breaks every so often to show us ads, and finally even characters in the game will mention products directly.
Advertising, minimal or not, is not a good thing for games. Especially because we already payed our hard earned cash on them.
But then the other side of this argument is that people keep stealing entertainment (damn you thieving pricks), whether physically or virtually, and having completely ad-supported games would totally eliminate that problem... at least for the game industry.
Steve @ Jan 30th 2008 6:23PM
They're fine as long as they don't slow down gameplay or give other players an advantage. They're probably even good for the game because the developers are getting more money.
dragonric @ Jan 30th 2008 6:40PM
I Tivo all my programs on TV.. because I absolutely cannot stand advertising. Commercials have no place in TV anymore.. used to be that we'd get free television programs because the commercials produced them. Now.. I'm paying DirecTV to watch any of the numerous channels I have.. but they still charge us to watch them.. I'm not paying to watch f'g commercials.. So the same applies with the games... look at the tons of ads in Burnout Paradise for instance. The developers are getting paid to show for example : Vizio billboards in the game.. but does it make the game any cheaper.. heck no.. I'm not paying for the ads.. I'm paying to play the game. There's no place for advertising other products in video games.. I'm sick sick sick of it.
deadatom @ Jan 30th 2008 6:40PM
they should make ingame ads linked to coupons and promotions in HOME .. and when a person activates the ad a printable coupon would be sent to the email address that is bound with the psn account.. that way ads would become very lucrative since people would actually pay attention to see if they can get a discount on an upcoming game or something!!
Pete @ Jan 30th 2008 7:00PM
So Home won't have any advertisements in it. Good to know.
Yeah, right. :)
cma @ Jan 30th 2008 7:51PM
The only way i'll put up with ingame ads is if it makes a otherwise subscription based MMO free :)
Kabapu @ Jan 30th 2008 8:55PM
Ads that fit into the game or genre well, I feel, are fine (in moderation).
I remember seeing an ad for the film "Shoot 'em Up" on a billboard in Crackdown back in September. That, contextually, made perfect sense -- it fit in with the environment and the concept of the gameplay.
mercyrfulfate @ Jan 30th 2008 9:32PM
Does anyone remember how sweet is was when dvds didn't have advertisements? The movie theaters just had previews, which is ok.. but now, before even getting to the preview i have to sit through ten minutes worth of commercials I can see at home. If I'm purchasing a video game, no way do I want to be jolted back into REALITY by seeing a cola ad, car ad, or any other ad that I can see on the way to school, watching tv, etc. I pay enough money to buy the game. Enough is enough with all these advertisements and greedy corporations.
Consolcwby @ Jan 30th 2008 11:57PM
One day, we will all be playing a game, Resistance: Fall of Spam: Brought to you by your friends at Hormel.
We will bolt across the street, dodging enemy fire and lobbing granades, and then duck into a 7-11 where the nice person behind the counter tells us about how their prices cannot be beat. And just then, when we get shot and die... a tampon commercial.
This is what is meant by 'future media' advertising. I just can't wait for 2012! Quoted:**High hopes for new forms of advertising have fuelled a series of acquisitions of digital agencies by established advertising groups, and spurred investment in mobile advertising start-ups such as Amobee and Ad Infuse.**
Lugoves @ Jan 31st 2008 7:06AM
In game advertising is O.K. by me. I want services like PSN and Home to remain free. If that's the best way to add content and functionality let er rip!
dontlikeitmodit @ Jan 31st 2008 10:56AM
Ad companies are ripping off retailers if they are telling them ads in games work. It be like trying to advertise to someone who just shot up heroin. You are playing a game, inside it, not concentrating on anything else really. How does an ad work there? Many studies have proven that most ads are really only effective for impulse shopping. Who is gonna stop playing in the middle of a game to run out and buy a razor? A big mac? and until it actually drops the price of a game keep your damn ads off me you damn greedy apes!
manaman @ Jan 31st 2008 11:14AM
Oh man!
People, are we forgetting that we PAY for our games?! What if we start putting COMMERCIALS into our DVD's?! The gaming industry does not NEED advertising in its product to keep it going. What if every few pages of your favorite book, ads were inserted?! Video games are an art form. They shouldn't be made into yet another place for advertising. A game should suck you into a fantastic world and NOT into the world of our consumerism (unless that is what the game is portraying [ie, sports games]).
Any advertising can remain in demo discs--sort of like the cheap trade comic books. Not in a full game or bound comic collection.
Ending rant,
manaman