New in-game ads speeding towards WipEout HD

by Andrew Yoon { Oct 29th 2009 at 11:15AM }

WipEout HD (and Fury) will be receiving a 2.10 patch soon. In addition to "small improvements to front-end functionality" and some minor fixes, the 2.10 patch will change the way in-game advertisements are displayed. You'll recall, Sony was largely criticized for the game's State Farm ads which increased load times – a "no no" for the in-game ad model. SCEE marketing executive Mikel Arrien says they've learned from the controversy: "We have therefore focused on ensuring that the advertising is embedded as sympathetically to the overall experience as possible."

That doesn't mean ads have been completely removed from the picture with 2.10! In fact, more advertising is about to hit the game -- at least in European territories. "WipEout and in-game advertising and sponsorship have gone hand-in-hand since 1996, when a now famous energy drink appeared in the seminal Wipeout 2097 and over the years many brands and products have been associated with the series," Arrien said, trying to explain why the WipEout HD platform seems so ripe for commercialization.

Tags: advertising, in-game-advertising, scee, wipeout, wipeout-fury, wipeout-hd

Reader Comments (Page 1 of 1)

Vidikron @ Oct 29th 2009 11:26AM

Even though it's in the link, you guys could have picked a better quote. This is the key quote:

"Changes have also been made so that any adverts shown during loading screens will not adversely affect the loading times of the title. "

That was the main issue with their attempt at ads during loading before. So it sounds like load screen ads are returning, but they won't increase the load times of the game.

Wipeout Racer @ Oct 30th 2009 4:12PM

They failed on not impacting load times. Saw my first new ad, and after it was finished the level loaded very slow. Much slower than those car insurance ads they tried before.

bumblo @ Oct 29th 2009 11:56AM

So this means I'll get ads on Wipeout HD too? (Without fury). Fuck you then SCEE/Studio Liverpool, I'm not downloading your patch. I barely play online anyway. I mean alright the game wasn't really overpriced at 19.99, but it still doesn't warrant in-game ads IMO.

Also,I really hope I don't live to see the day I see ads on the XMB.

TrendGiveAfuck @ Oct 29th 2009 12:07PM

Advertisements on bill boards and walls in games are fine by me!

Kattleox @ Oct 29th 2009 12:10PM

Well, depending on how they are mixed in, I could be fine with this. Japanese wipEout pure players got a free Coke sponsorship for their teams, and since its a sort of sim-like game I'm excited to see that they are doing this, so long as it maintains the futuristic style in the ads.

gid @ Oct 29th 2009 12:22PM

ads are fine if the game is free

jarhead906 @ Oct 29th 2009 12:56PM

The only reason anyone will "be okay with" advertisements being in video games is that they don't have any say in the matter. gid is right, they're fine if the game is significantly reduced in price as a consequence.

Vidikron @ Oct 29th 2009 2:27PM

Or they really just don't care. I personally wouldn't have cared about the load screen ad if it hadn't increased the load times. The alternative to the ad is seeing the same random game tip for the 100th time. The ad was almost a welcome change.

Amos @ Oct 29th 2009 2:02PM

Glad I imported the disc version from Europe. No bothersome updates or ads for me :)

doozer @ Oct 30th 2009 9:06AM

Adverts? So where's my rebate for having to view adverts. That was never part of the original purchase. Simple rule, if ADVERTS are in something the cost is offset by those placing the ads not the buyers.

In a small way this will even COST us as our bandwidth is taken up with ad downloads ;P

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