Get ready for the real next-gen… in-game ads
by James Ransom-Wiley 
{ Apr 14th 2005 at 6:02PM }
By the end of 2005 Massive Incorporated
expects to have their in-game ad network incorporated into at least 40 titles from over 10 different publishers.
Yikes! Already, Blue Chip advertisers like Coca Cola, Intel, Honda, Nestle, T-Mobile, Universal, Verizon,
Dunkin' Donuts and others have signed up, convinced that in-game ads will be the future of the gaming industry.
Yikes! Corporate America finally realized that people, especially males, ages 18-34 are spending more time
playing video games than watching TV. Here's a terrifying quote from Massive:
"By delivering ads seamlessly to fit the context of the game environment, Massive has created the most effective model
for reaching young men. Gamers are completely engaged in their play—they are not multi-tasking or fast forwarding ads.
Unlike their consumption of television and other media, gamers are 100% focused on the game."
Yikes! The video game industry has officially lost its innocence…
[See also the new Smart Ads-enabled
Gizmondo]
Reader Comments (Page 1 of 1)
Carl @ Dec 18th 2005 9:59PM
Um.... Engadget.. havnt ads been in videogames for a while now? First thing that comes to mind is Tony Hawk Underground 2, anyway, just seems like such downnplayed news >_>
(theres all sorts of stuff in THUG2, like napster)
hidden_agenda @ Dec 18th 2005 9:59PM
I suppose it would be too much to ask for price cuts on games that have been funded by adverts? While I don't particularly care too much for the whole ads in video games idea, I could tollerate it if the cost benefits were actually passed on to the consumer. Though, I am betting that not only will we be forced to view these ads, we'll also be forced to fork over even more money for games than we are now.
Jerrybean @ Dec 18th 2005 9:59PM
Ads delivered over the internet? No problem. Blocking these ads from being delivered will be trivial, and even better, redirecting to my own "ads" could be rather fun. In fact, being able to remove/replace the advertising will be a major plus for me, which is nearly impossible with the current crop of "static" advertising.
Bring it on, I say.
Dave @ Dec 18th 2005 9:59PM
I actually think that this is a great idea.
Many people are talking how the software companies are starting to merge into one. This new source of capital will allow smaller game developers to break into the market.
Robbie @ Dec 18th 2005 9:59PM
Yeah, I'm all for in-game advertising if I didn't have to pay $50-$60 dollars for a game.
Heck, you can get a year subscription to a former top-tier magazine like Wired for $10-$12 now, given that it's mostly ads.
But then again, I now have to sit through TELEVISION commercials when I go to the MOVIES, and my tickets still cost about $10 each.
Ryuukuro @ Dec 18th 2005 9:59PM
I am very interested in finding out which games will have advertising in them.
That way I can avoid them.
TAD @ Dec 18th 2005 9:59PM
In the next GTA, advertising will be rampant and you will only be able to destroy the intellectual brands of companies which haven't sponsored the game. Destroy all the Pepsi trucks you want, but the Coke trucks are all invulnerable.
In Half-Life 3 you learn that Receses Pieces will keep the head crabs from fooling with you. The only way to placate the ceiling monters will be to toss em up a 2-liter of Mountain Dew. Health can be restored at Proctor and Gamble health stations using Band-Aid brand bandages. In the middle of fire-fights the action will be randomly halted so that a sexily dressed sewer-nymph can hawk today's "Special Deal" which will be dutifully downloaded each night over Steam.
Hurray for advertising!
CaptSnuffy @ Dec 18th 2005 9:59PM
i guess if the ads are on billboards and other things that arent obstructive in the game world AND the games cost less, it's okay. But ads that are annoying (like a tv in a broken store window playing a commercial for coke) or the game's price doesn't drop at all then... BOYCOTT!
seriously im not buying any games with
A) annoying ads
B) normal not-to-annoying ads without pricedrops
JOIN ME IN ZEE FIGHT AGAINST ZEE ADS!! VIVA LA REVOLUTION!
Philip Wesley @ Dec 18th 2005 9:59PM
Remember that game where Skittles were magical stones with special powers? :-P
Personally, this could get out of hand, especially with companies that REVIEW GAMES advertising INSIDE GAMES. Then, again, ads in games are usually set back slightly. Remember 1080 Snowboarding had a Tommy Hilfiger license? Thankfully, that did not interfere with the gameplay. I think this focus on ads in games is a signal for more aggressive ads in games. That must be what Microsoft wants with their new pop-up Xbox 360 GUI. Imagine playing Halo 3, and as you turn a corner, you are bombarded with pop-ups telling you to increase the size of your "weapon."
Yeah. Whatever.
rene @ Dec 18th 2005 9:59PM
You guys are asking too much!! These are are going to get like SSX ads, which only add to the scenery. but Many of them will get displayed during loading. And the optional "Official Burker King Deathmatch Level"
Joey Geraci @ Dec 18th 2005 9:59PM
What do you have against Wired, Robbie? This is one of the best magazines out there, and it also combines that amazing content with great online-only free content. Plus they eventually release all the great indepth print articles for free on their website over the course of the month. Sure there are a lot of ads, but it is a pretty big magazine, and they still manage to fit in a pretty amazing amount of content. I think some people think that people were just put on this earth to serve their needs perfectly (as in put out a magazine with no ads, put out a game with no ads for $30 that cost many millions to produce) You can't have it all, Robbie.
I don't know if I agree with this whole ingame advertising thing either, but what do you guys really have against a game that incorporates ads as long as they are just on the sidelines and don't influence the gameplay or the story. Can't have everything people.
tweaq @ Dec 18th 2005 9:59PM
I actually like to see a little "ads" in games, and movies for that matter. I don't know what it is, just seeing somethign I may have in a game. As long as its "tasteful". Something like when your driving down a road and see a billboard, and you have to go back and make sure you really saw it. I just think its kinda cool. But when they over do it, like in Be Cool, that was a little much. It was ok to be using the Sidekick II. i was like, hey that is a sidekick. then when they had the opening camera shot, zoom right up against it where you could read the freaking name. that was gay. and yeah maybe it will lower the prices, lol. just maybe
Justin Nolan @ Dec 18th 2005 9:59PM
Ever play Need for Speed Underground 2? That game is like one big advertisement for cingular and best buy. It's so damn annoying to pay for a game and then get this blatant advertising in your face the entire time you are playing.
Dragon @ Dec 18th 2005 9:59PM
I don't know, it depends on how the companies do it. If like in Final Fantasy Burger King or whoever makes their advertisement fit the surroundings, and make it more of a background ad, then it'll be fine with me, adds realism to the game. I also think the focus of the advertisements would be more of a subconcious thing by making it harder to find so they can advertise without ticking off the gamers and actually losing money.
MOGua @ Dec 18th 2005 9:59PM
CoCa-Cola: recovers 50 HP.
Starbucks: recovers 50 MP.
Budweiser: recovers 200 HP for your entire party.
AXE body spray: increases CHARM temporarily by 100%.
___
press L to access Google-MAPS | press R to access Post-Its QUEST LIST
Ed Foster @ Dec 18th 2005 9:59PM
if done intelligently ads wont be a problem. they will even be an asset if they can offset the rise in game prices. Look at how crazy taxie used kfc, I didn't find anything particularly offensive about that.
Chris Norman @ Dec 18th 2005 9:59PM
Note: This game will begin after 12 minutes of unskippable non-interactive video ads. You will not be able to play the game unless you connect to the Internet and download the newest video advertisements.
{10 minutes later}
Your character is hungry. He could really go for a McDonalds breakfast burger. You will not be able to resume play until you enter the code provided on a wrapper of a McDonalds^TM brand breakfast burger.
{Suddenly, the screen is covered in garish red and yellow arches, like a page on IGN.com}
[This is the PS3 version. The X-Box version would have you make a micropayment for the privilege of downloading the initial ads.]
OtakuCODE @ Dec 18th 2005 9:59PM
Hmmm, so games like Gran Turismo 4 will border on being free since the car makers will pay to have their products in the game rather than the game makers having to pay for licenses? Neat!
Personally, I think Polyphonic Digital should make their next game without giving a cent to the car people and use all the vehicles they want. If they get a good lawyer, the lawsuit against the car companies could be laughed out of court. The car companies "intellectual property" which they will claim was infringed upon rolls down the street in public view every day. To be able to prevent someone from making a simulation of that thing and saying it's a simulation of that thing is just stupid.
Benny @ Dec 18th 2005 9:59PM
I'm sorry...but if I see a Burger King in the next Final Fantasy movie...I'm not going to be held responsible for my actions.
Carl @ Dec 18th 2005 9:59PM
God damn; reminds me, I first got my xbox a few weeks (or was it months?) after the release; anyway, only reason was, ofcourse, halo. But one time I didnt have my trusty ps2 or dvd player but xbox was there, and I dared to think Mr. Gates wouldnt try to swindle me on it,,, but nooooooooooooooooooooo
this pops up onscreen;
"If you would like to play a dvd, you need the Mircrosof Xbox Pro DVD Movie Remote, Please go purchase one to watch your favorite movies!"
O
M
F
G
I hate you windows,,, and windows man....