IGA to deliver in-game ads on PS3, starts with Guitar Hero
by Andrew Yoon 
{ Sep 30th 2008 at 11:00AM }
"Our partnership with IGA will allow us to deliver dynamic in-game advertising to the growing PlayStation Network community for the first time," said Dave Anderson, head of business development at Activision Publishing. "By incorporating dynamic in-game advertising in our titles where it is appropriate, we can increase the realism of our games by presenting consumers with authentic environments in genuine settings, while also expanding a key growth opportunity for the company."
IGA and Activision will integrate advertisements in a "contextually relevant way." The ads will be updated in real time, and will be targeted to the broad demographics Guitar Hero can reach.
Reader Comments (Page 1 of 1)
HAAS599 @ Sep 30th 2008 11:06AM
1 more reason to opt for the Rock Band series.
Archon @ Sep 30th 2008 11:09AM
Go go Rock Band rangers!
yonatron @ Sep 30th 2008 11:10AM
Seriously. I mean, the idea of ads in games isn't terrible in itself. But the point should be to subsidize the damn thing. I want to see games get cheap or free as the result of advertising. GH:WT is typical- to high-priced depending on the bundle.
jerrrrrry @ Sep 30th 2008 11:29AM
I was hoping the quote would mention something along the lines of "offsetting costs" No, he just claims to be "thinking of the gamer". They already covered that by having Gibson and Zildjian in the game.
The ads in NHL 09 are along the boards just like in real life, so we'll have to see how well they incorporate them
There has to be a way to have ads in the game to drop a few bucks off the MSRP without having to play "World Tour mode brought to you by Tampax Pearl"
/rock bander
Jo @ Oct 1st 2008 11:05PM
Wow... I know this would happen more and more.. but If I understand correctly... Ads will updates?
That mean.. we'll have to update the game before be able to play it?
Oh and guest who's gonna get more money?!
Of course Activition will charge IGA to publish Ads... will the cost of games will drop? sure not!
Greedy bastard!
I was almost sold to buy GHWT instead of RB2... might reconsider my choice...
Gaucho @ Sep 30th 2008 11:14AM
As long as the notes don't turn into coke bottle tops I don't really care. I see this as an everybody wins type of situation unless its extremely excessive.
Rich @ Sep 30th 2008 7:36PM
How exactly do gamers "win" in your "win-win" concept? Fact is there's no benefit to those who play the game. The only impact this has is a fatter lining for the wallets of the folks at Activision.
hvianna @ Sep 30th 2008 11:26AM
nice, i bet that's gonna make games cheaper for us!
[/sarcasm]
Spooky @ Sep 30th 2008 11:26AM
horrible idea. i don't even watch television anymore because i can't stand commercials. even the shows i love i wait and watch on dvd. i don't like to feel like i'm having something i don't want forced on me. i will be sticking with rock band for sure now...
JaffaBoy @ Sep 30th 2008 11:28AM
And these ads get to the PS3 how??... errr over my broadband connection right?
Ok, how often are they updated, how big are they... hey first you don't subsidise the cost of the game by us having ads AND you use my broadband connection which I have to manage monthly limits on (actually mine is damn good, but most UK'ers have pretty restrictive limits before you start getting charged)
I'm sure I'm being over the top here, but its the principal that matters when ads are forced on us
JønsJøns @ Sep 30th 2008 11:40AM
I'm expecting a lower pricetag on this one....
I own Rockband already so... Yeah.
sintax @ Sep 30th 2008 11:58AM
"...since PS3 opened its platform for in-game advertising."
Wow, I don't like this one bit. I guess I'm late to the party as I was unaware that this had happened. If it was limited to just Activision, no surprise there - but this seems like a Sony policy? And along those lines, am I going to have to purchase a 360 version of the same title if I don't want to have these ads pushed on me?
Sean @ Oct 1st 2008 5:20PM
i'm sure this is coming to the 360 as well soon enough, money whores ftl
Bacchus @ Sep 30th 2008 12:04PM
Agreed. Ads are acceptable if they subsidize and therefore lower the price of the game. Why should I pay full price for the game AND be forced to watch ads that are putting even more $$ in Activision's pocket?
With this announcement, and the one saying that they would pull down any user-created content that covers an exisiting song, and the one saying that they're considering subscription fees for DLC, they're greatly strengthening Rock Band's position in the market.
ThinkIcouldburn @ Sep 30th 2008 12:11PM
I said after Guitar Hero 3 that I would never buy or play another Guitar Hero game, and this news certainly gives me even less reason to ever want to.
Hife @ Sep 30th 2008 12:44PM
I disagree with basically everyone who has posted so far. There is no reason to think advertising will lower the cost of games for us. There is reason to think, however, that it will mean less studios going under, better games, and more original games. This additional funding is not to help our wallets, it is to help insure the developers are able to put the amount of work into games that is necessary these days.
Rich @ Sep 30th 2008 7:43PM
If you think that Activision is in any danger of going under, or that Guitar Hero isn't making them money hand over fist, then you're living in some sort of weird parallel universe where game companies with more money than God Himself are still at risk of going under.
Seriously, there's every reason in the world to think that advertisements will lower the cost of games. There are plenty of games that are entirely ad-supported, at no cost to the consumer. Besides, Activision will be making a solid profit on each game sold, so this is just extra cash for them. God, they must be having a good laugh at feeding us lines about "enhanced realism" and whatnot.
Charlie @ Sep 30th 2008 12:28PM
" we can increase the realism of our games by presenting consumers with authentic environments in genuine settings,"
But the whole reason I play games is to get away from Reality, if I wanted authentic environments I would go outside. I mean has anyone ever said "Dam I wish this game had Ads in so I could feel like I was actually there?"
RasenganFury @ Sep 30th 2008 2:52PM
Lol
HaloEleven @ Sep 30th 2008 12:56PM
Nothing new and no big deal really, as long as it is truly in a "contextually relevent way". Burnout Paradise and PAIN have both used the "billboard" concept which was implemented fairly tastefully, and Rock Band has accessories and clothing with vendor logos (Vic Firth, Vader, etc.). But if games start to have actual commercials either before the game or in-game, that's where we need to draw the line.
YoonsALiar @ Sep 30th 2008 1:00PM
Microsoft's been doing this for years already AND charging for Xbox Live...
Cheesy McMuffin @ Sep 30th 2008 3:04PM
Thank god for Activision & IGA! Isn't it obvious that they're IMPROVING our experience by plastering adverts at any given opportunity. What would we do without them?
Clint @ Sep 30th 2008 3:54PM
This will in no way improve any of the games OR help lower prices. Activision will put this money straight to their profit margins and won't use a single dime of it to help anything. They are already raping every title they have for any dime they can get out of it, what makes you think you'll spend this money to do something totally different than they have been doing for years?
iamkid @ Sep 30th 2008 5:08PM
i thought they already did this? i remember the pack of '5' gum on GH 3
Roto13 @ Oct 1st 2008 11:04PM
This is probably going to go down as the worst generation in video game history since the entire damn industry crashed. Consoles are more expensive, games are more expensive, DRM is screwing PC gamers (and too many console gamers, too) right in the ass, many games are sold incomplete with "DLC" (that's not even necessarily downloaded) released at or near launch, and now we get to look forward to being advertised at in our $60 games.
Overgauss @ Oct 1st 2008 12:48AM
Imagine how expensive Qore would be if it didn't have in game advertising!
carl @ Oct 2nd 2008 5:22PM
I for one welcome this? Anyone here ever been to a concert before? If you have, then you shouldve noticed all of the Advertisements that are surrounding the place. I went to watch Megadeth earlier this year and there was Rockstar Energy Drinks and Pizza Pizza Everywhere. Anyone here played 'skate'? That game was advertising 'Bell' and no one complained about it. IGA was bound to happen, and I am pretty sure it wont affect the gameplay whatsoever. If anything, it makes everything much more realistic. Imagine if Liberty City in GTA IV had all realistic ads. They wouldnt even call it Liberty City anymore, it will be New York City which is far more realistic.