Sony announces in-game advertising possibilities; EA jumps on board
by Jem Alexander 
{ Jun 4th 2008 at 8:45AM }
The first company to jump on the bandwagon is EA, who has announced a multi-year deal with IGA Worldwide to include dynamic advertisements within EA's broad range of titles. This will include Madden, NBA, NASCAR and NHL as well as games such as Burnout and Need For Speed. Intriguingly, these adverts can be updated in realtime, "keeping ads fresh and relevant to each gamer" whilst maintaining "an authentic gaming experience." We don't really have a problem with adverts within games, as long as they truly are seamless (much like the product placement in MGS4). Hopefully this will make the PS3 an even more attractive platform for developers.
[Via Press Release]
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Reader Comments (Page 1 of 1)
DHDrew @ Jun 4th 2008 9:06AM
The world is full of advertising. Why not videogames? I think that it might be an okay thing. It could make the games feel a little more real and in touch with society. Or it could get annoying. As long as they don't advertise head-on I think we'll all be good!
Nerdkiller @ Jun 4th 2008 9:02AM
We all know that some people here might find in game Advertising annoying, but it can have it's benefits. It might be used to fund development for various MMO's, such as The Agency might not require a monthly subscription fee. I think stuff like this is a brilliant idea.
Paul (PSN: heypaul) @ Jun 4th 2008 9:30AM
I agree. I wouldn't have minded one bit if the Sprunk machines in GTA IV were turned into Sprite machines and Rockstar got another couple mil to tune the PS3 version.
Eggy @ Jun 4th 2008 9:40AM
Funny you mention that I downloaded a mod called Real GTA years ago which turned all the brands in GTA 3 into their real life counterparts. It feels more authentic.
Rowdehaj @ Jun 4th 2008 9:03AM
Before the storm, I'd just like to say that I'm totally and completely fine with this.
Brodie-san @ Jun 4th 2008 9:10AM
Advertising is a necessary evil. Believe it or not we are all influenced by it; whether it's the conspicuous billboards or the sub rosa subliminal suggestive elements that we don't even know we're exposed to. The psychology of advertising is a fascinating topic.
As long as there are some controls and common sense pervails I don't think this will be the nefarious destruction of our beloved medium that many fear.
Gaucho @ Jun 4th 2008 9:19AM
If its seamless and its not forced into the game I think it will make for a better game. Billboards on the outside of the pitch in a soccer game (they already do this but whatever) make it more realistic. Personally putting too many ads in a game like MGS4 seems annoying and distracting unless its like a faded out coke sign thats half destroyed in the distance.
mat parker @ Jun 4th 2008 9:23AM
If its for example like GRAW a billboard in the middle of a city or for another example MGS4 a GTA4 ad on the side of a burnt out bus I'm fine with it.
drdre74 @ Jun 4th 2008 9:25AM
yeah this doesnt bother me any at all. if the money they make helps keep PSN free and Home free I could care less if they post a bunch of adds in the game.
OddyOh @ Jun 4th 2008 9:42AM
As long as they're served by reliable servers...ie, I don't want my hockey game freezing up because the rink ads 'timed out'!
But yeah, whatever. It's inevitable. TV, radio and print are dead/dying, ads have to go somewhere. Real ones are actually less distracting than made up ones. I'll continue to ignore them as usual. :) Beats subscriptions for buggy online play.
Steve Childs @ Jun 4th 2008 10:32AM
Na, more likely they'll download them and cache them on the console. Ironically, its probably going to mean in-game advertising is more prevalent on the PS3 than the 360 due to lack of a hard drive to cache them on. Whether thats a good or bad thing I don't know.
As long as they don't associate the adverts with my account, so they target specific ads to me and / or track which ads get shown to me, I don't mind really.
Lets face it, ads in games, as long as they're not too 'in your face' will probably just remain as billboard style banners. After all, you can't click on them!
As long as they don't implement some sort of click functionality onto them, that's fine. Last thing I want in a FPS is to be shooting someone and for them to run infront of a bill board and the game registers my attempt to shoot has a click on the billboard and proceeds to tell me all about how 'Sprunk' is the drink for the new generation. Meanwhile I'm being perforated by the other player I was trying to kill!
Mc23 @ Jun 4th 2008 9:52AM
I agree that this won't affect me much and as long as it help's bring more developers over to the PS3 and keeps the PSN, Home and other stuff free, I'm down with it.
Daniel @ Jun 4th 2008 10:25AM
I'm totally cool with this. It makes things more realistic/authentic and I think it will further validate video games as a powerhouse in the entertainment industry.
I wonder how much of the in-game advertising will be driven by Sony themselves.
I like finding little product placement nuances, like in Casino Royale. 007 gets a message on his Sony-Ericsson, opens up his Sony Vaio, and goes to a webpage with a fake banner ad for a Sony Bravia. Classic.
tonyt3rry @ Jun 4th 2008 10:18AM
I hate in game advertising, if they use it why cant we have a couple £/$ off the rrp I dont think its fair
Popfrogs @ Jun 4th 2008 11:37AM
I agree, if I'm going to be marketed to, they better be subsidizing my gaming somehow.
JoJo @ Jun 4th 2008 10:26AM
why not IN GAME MUSIC!! WTFFFF!!!!!!!
Greg @ Jun 4th 2008 10:30AM
It's like I buy a DVD, there are no ads while watching it, right ? If I watch the same movie on TV, there are ads, but the price of watching is MUCH lower (TV license).
if the game is half price, I dont mind advertising. But if I pay a game full price, no ads !!!
Jerses @ Jun 4th 2008 11:24AM
totally agree, the ads should help us customers by lowering the price of the game im not asking to much of a discount but men... paying $60+tax per game is too much..
Daniel @ Jun 4th 2008 11:51AM
If you buy a DVD, you seeing hundreds of ads...even if you don't realize it.
I think this type of in-game advertising is more what most people call "Product Placement". Something like real products on billboards, characters using actual branded cell phones, eating at actual restaurants, etc etc etc.
I seriously doubt they are talking about making you sit through actual ads before the game.....but if they did, it would still be like DVD, only they call them "Previews"
iFester @ Jun 4th 2008 11:00AM
The only case of over-kill I've seen so far are branded levels such as the Comcast one in Rainbow Six Vegas 2. That was a bit too much for my eyes. However, the slogan "we don't negotiate with slow" was fittingly funny.
Popfrogs @ Jun 4th 2008 11:43AM
The slogan should have been "we don't negotiate with Bittorrent".
dos @ Jun 4th 2008 11:37AM
To hell with this, and to hell with Quore. I'm not paying for ads.
Davsot @ Jun 4th 2008 11:47AM
Lol. IGA could stand for In-game advertising. I'm bored. Yeah, I'll just go back to the beach.
mercurywa @ Jun 4th 2008 12:38PM
As long as companies don't mind what HAPPENS to their advertisements in games, I'm fine with it. It would suck to be able to drive through any Billboard in Burnout EXCEPT for the ones that are "paid" advertisers.
Ty @ Jun 4th 2008 12:38PM
K I don't really think in game ads are going to destroy videogaming...
A few activists might never return but, otherwise people are just going to make money...
Of course, I hate EA because thats all they think about with every decision... so I'm kinda pissed that EA is "jumping on board".
tonyt3rry @ Jun 4th 2008 1:48PM
30 quid games or 35 rrp would do me but i woudnt pay 40 quid for a game with loads of ads
Shayde @ Jun 5th 2008 7:10PM
I think they should definitely lower the prices of games if they are to include advertisements with which they are getting paid money to put these ad's in games. even if its like 1 or 2 dollars cheaper...less money= more games
dek @ Jun 23rd 2008 5:56AM
ea games already have ads in them so i dont really mind plus it would be cool in shoot em up games blowing billboards to smitheings
Nick Kellet @ Jul 31st 2008 10:35AM
This in game advertising is a funny term.
I'm an indie board game publish with an award winning game about exchanging virtual gifts called GiftTRAP. It's live Secret Santa, but as a game.
http://www.gifttrap.com/
The gifts are all product placement opportunities. We credit people with a web address even the printed gift card ideas in the game.
We include new content each time we print. It's in 8 languages and on sales worldwide. Were into our 3rd print run.
Funny how online and offline worlds collide.
It's very unique, cool packaging and doing well in stores like Barnes & Noble.
We've even got a Facebook app to help us get the word out.
http://apps.new.facebook.com/gifttrap/
The virtual gifting trend is huge for idea of in game advertising.
200+ millions virtual gifts have been exchanged. Very few of them have been branded.