Advergaming to increase

by Blake Snow { Dec 2nd 2005 at 9:30AM }

How to target the elusive 18-35 year old male. They watch very little TV, and if they do they probably use Tivo technology. They are the largest demographic that tunes out traditional advertising. Enter advergaming, or the the act of in-game advertising.

Gamasutra writes: "Advergaming will continue to be a growing significant segment of video games. As with movie and TV product placement, games that do a good job of it won't be considered an affront, those that don't will be panned by gamers and critics."

Does advergaming and its inevitable increase concern you?

Reader Comments (Page 1 of 1)

Al @ Dec 18th 2005 9:02PM

Yep - ever since movie theaters introduced ads before movies, I've cut down going to movies. I'll avoid games with in-game advertising unless they are 'must-haves' which are rare imo. Already saw my first one the other day, after I paid $60 for 360-Nba 2K5 - I get product placement for power bars during instant replays - wtf?

If they were advertising other games or action flicks that would be acceptable. I don't mind the video game ads before movies. When they start showing Gap and car commercials, the end will be near for the gaming industry.

Not Impressed (Dmitri) @ Dec 18th 2005 9:02PM

This does not bother me at all. In some cases I like it (GTA / Getaway / Gran Turismo ).

But if it gets to be really stupid like seeing a big bright album cover in a stealth game. Then it may become a problem.

It's too bad this could not have been done with Max Payne 1-2. Would have looked nice.

White Rose Duelist @ Dec 18th 2005 9:02PM

The word "advergaming" concerns me. I hate the trend of having to describe everything in existence by one word, and doing so by mashing two other words together. What's the hot new firstpersonroleplayingcartsim going to be?

There are games where product placement, and even billboard ads make sense. I won't be bothered by seeing ads there, although I don't think I'd be any more or less likely to buy a product because of them.

I just hope they keep ads out of games where they have no place. I don't want to be playing Final Fantasy XII and see "Ashe uses the Suntory HiPotion!" followed by a big 50 over his head.

CorporateWhore @ Dec 18th 2005 9:02PM

unless the games are online and the adverts are updated ... don't they have a limited shelf life? I hate advertising ... but without it ... I wouldn't know what food to eat ... I wouldn't know what clothes to wear ... and so on ...
All praise the BBC

Preacherman23 @ Dec 18th 2005 9:02PM

I would not mind this if it is something that is placed as it normally would in the real world. Like the powerbar thing in the NBA game or a sign on a road, etc. It is when they take away from the game that I will be mad about seeing them.

SickNic @ Dec 18th 2005 9:02PM

While the developers can implement ads into games to make it more realistic, I am affraid they will get carried away and we will all end up playing commercials instead of videogames. A billboard for budwieser in GTA 6 will seem appropriate and normal, a sign for gieco in a subway station in russia while you're on a special ops mission will totally ruin the effect.

If developers can do this right, it will make games seem more like the real world. If they don't, then I may just take up a new hobbie, or go back to retro games, as I am sick enough of commercialism as it is...

Rx @ Dec 18th 2005 9:02PM

Advertising is everywhere in real life. If *tastefully* done, it could actually add to immersion. Though they'd still be ignored just like real billboards.

SickNic @ Dec 18th 2005 9:02PM

Also, forgot to add: If they do start doing advergaming more often, they best be lowering the prices back donw to $50 a game. I'm sure they'll make plenty of money off of in game advertisements.

Captain James Skull @ Dec 18th 2005 9:02PM

I think it's great. Say goodbye to online fees for ads? sure.

Post them while im loading, why not. i have nothing else to do.

BUT don't ruin the mood. I dont want to see a Pepsi ad in WoW.

Jeremy Wright @ Dec 18th 2005 9:02PM

Doesn't bother me at all. I don't want it everywhere in a game, but I don't see any reason why a game that would have fake advertising (HL2) can't have real advertising.

yay @ Dec 18th 2005 9:02PM

I would not have a problem with a small little advertisment here and there, but I don't want to watch a commercial ever time I put a game in, which I'm sure will eventually happen.

I don't have cable, and I watch zero TV, so this would be a good way for advertisers to get to me since I game most of the time, but advertising pisses me off, and maybe that's a subconscious reason that I play games. I can get away from all of that commercialized crap and just be in my own little world. Now it will be a world filled with ads, which will make me not want to play games if they are too "in your face" like the pic above.

I suggest that the advertisers approach this with caution, it could possibly harm them more than they think.

I really don't need to die in a game and have a message that says: "You died, Game Over, Drink Pepsi!"

Jody Anthony @ Dec 18th 2005 9:02PM

Why should gamers have to be bothered by ads to make up for the rest of society? Why should I pay $60 for a game to have a bunch of ads in it?

I'd be fine with ads if they dropped the price of new games. advertisers must pay the game companies to put the ads in. why doesn't the consumer see a difference?

Jack @ Dec 18th 2005 9:02PM

I kinda like the idea of advergaming but I think it needs to be done tastefully. Having ads adding to the realism (not over the top) I would agree with. But in-game ruin it for me like during the loading the time I get ads for tampons or even a video clip of ads not in the game.

Matt @ Dec 18th 2005 9:02PM

Like this is a new thing!
Who can remember Zool on the Amiga, where you had to collect Chuppa Chups lollies?

DCFC Fan @ Dec 18th 2005 9:02PM

I think advertising in gaming has been inevitable and a natural evolution of things. In a way it adds realism to a game, but a lot of things could go very wrong.

Am I correct to assume that the graphic for this thread is a mock up? Tell me there isn't really a Motley Crue cd advert in a (is that a Metal Gear?) game.

Joseph @ Dec 18th 2005 9:02PM

The day that advertising becomes mainstream in games, is the day that I give up gaming (other than oldschool gaming).

Brian @ Dec 18th 2005 9:02PM

As it has been said, game prices better go down if the in game advertising increases.

theo @ Dec 18th 2005 9:02PM

I would rather pay my $50 - $60 and have an advertising free experience.

Splinter Cell III had bright nokia ads as screensavers on the computers - it made no sense what so ever and it really pissed me off that Ubisoft were going down this road. I wrote them a letter about it and I suggest anyone else concerned do the same and stop this greed before it gets out of hand.

In GTA the adverts were all fake, there is no reason why developers can not do this - it is a creative way to deal with the problem of realism and it doesn't make you feel mad at been manipulated a game you paid for.

AK @ Dec 18th 2005 9:02PM

Everything in moderation, anyone who has played either NFS:Underground game knows what is too far.
On a side note, I think it's funny how people say that they hate advertising (isn't that what the Superbowl is all about...jk). For those that like to watch tv, without advertising THERE IS NO TV. What about cable and satellite? sure they would survive, but you can bet your ass the rates would go through the roof. How else do you think networks can pay their actors and production staff (oh, and administrative staff too)? Without advertising, a company would have a much harder time geting the word out on their products (be it cereal to tv's). It would be possible, but how many people like coldcalling (telemarketers) or a sales person up your ass. Wait, how about the internet, surely we can get all of our product info there. We'll, unless you like to pay subscription fees to every site you visit, advertising is here to stay- websites don't run for free.

If people are so fed up with consumerism and commercialism, they should back away from their computer (a product of a commercial and industrial society) and go live with nature. I'm sure there is an amish community that would welcome you with open arms. Otherwise, stop being such a hypocrite.

BTW- This message is not intended any 1 person.

That being said, advergaming or whatever you want to call it, should only be done when appropriate and with moderation.

AK @ Dec 18th 2005 9:02PM

(is that a Metal Gear?) game.

Splinter Cell.

Thryon @ Dec 18th 2005 9:02PM

Not a concern to me. I cannot remember any one ad from a game. While brand logos are more obvious (Cingular logo in Need For Speed Underground II comes to mind), I never for one associated Cingular with cell phones, to me it was just another icon for a game feature. I recently got a new cell phone and Cingular never even came to mind. The truth is that I become so involved in the game, that everything else in the game becomes scenery and ignored.

Tom @ Dec 18th 2005 9:02PM

I can't believe you guys want your games cheaper if they have advertising in them?! The money generated by them will probably be put towards covering the spiralling costs of developing. I heard a rumour that the average cost of developing a game today is close to $10 million!

Rants aside I think clever advertising would actually add to the immersion experience.

Cem @ Dec 18th 2005 9:02PM

Development costs of next-gen games are increasing, so extra money is needed. Ingame advertising could prove worthwhile here and offer developers extra cash. If they do it the right way, without spoiling gameplay, I have no problem with ingame advertising.

FooAtari @ Dec 18th 2005 9:02PM

I dont mind advertising if it fits in with the game and isn't really obvious. Like a massive blow up Red Bull can in a a fantasy game wouldn't be the best idea...

It's even better if it helps smaller developers stay in business and helps fund niche(sp) titles.

MosquitoControl @ Dec 18th 2005 9:02PM

It doesn't bother me when it makes sense, as it often does. Take Def Jam Fight for NYC, for instance. There are some very subtle ads in the game. They're not there full time, and they're hardly noticeable. The subway level has 3 billboards. The one always on screen is empty. The one off to the right, only on screen maybe 10% of a fight, is an Axe Body Spray one, and the one on the left I believe might also be empty. There's also a Stuff Magazine ad in the tattoo parlor, but it's on screen for about 3 seconds before a menu blocks it.
I'm fine with all of this because the ads are about adding atmosphere, not forcing a product in your face. I'm usually fine with it in sports games, too, because it's realistic.

Then there are other games, the ones that put ads everywhere, the ones that suck you out of games and put you simply into the ads because they're ubiquitous. Or games like Far Cry and HL2, ones where ads simply had no place.

I'll say this, too - if ads come from an ad server, and connecting to it takes up resources, I'll find ways to get around it. If they do this gamers will find ways to break it.

drsilverworm @ Dec 18th 2005 9:02PM

it doesn't bother me in the least. As long as it is subtle and tasteful, IE a billboard on a street or a sign in a subway, and not PEPSI skin for my healthbar, then I don't mind one bit. I actually sort of enjoy seeing a product I recognize in the game, and it makes the game better for me because the budget will be improved

DG @ Dec 18th 2005 9:02PM

I'd pay either less for an ad-supported version, or more for one without. And if there are Motley Crue ads, I better be getting the game for free.

Joey Geraci @ Dec 18th 2005 9:02PM

I think the whole idea that games that don't implement it will be panned is not going to happen, if anything, it will be one thing that will make those games stand out above the chaff.

rblaa @ Dec 18th 2005 9:02PM

Ads in games as a usual mode of business will give an inherent conflict. Ads are designed to be noticed.

But when I play a game, the background scenery is just (often pretty) noise. I do not want to be jarred out of my game experience to notice the f**king ads.

If ads become prevalant and I cannot hack things to disable them, then I will simply avoid the games that have them.

I already cut down TV watching to almost nothing simply because commericals drive me crazy.

Cyberclaws @ Dec 18th 2005 9:02PM

If I'm paying the big bucks (ha-ha!) for a video game, I hope I don't see any ads in it. I play alot of RPG's and games that are of 'another time' or 'futuristic'. I think ads would just ruin my whole gaming experience. I would be willing to pay more for a game that didn't have ads in it as opposed to paying less for one that did.

astro @ Dec 18th 2005 9:02PM

Honestly, it doesn't bother me in the least and I do encourage it to an extent.

I mean if an MMRPG there's different add's popping up and it helps the cost to maintain the servers and what not sure go for it. But I mean, just lik the majority on here have previously stated if I have to watch Mario or Luigi drinking red bull instead of eating mushrooms... we have a problem

perri @ Dec 18th 2005 9:02PM

You know, I don't see this as being a huge concern, in fact in games like Tony Hawk, GTA, and Spider-man (the movie) Real ads could make the experiance all that more real, and keep cost down. I know its kind of a bummer to have gaming 'sell out' but I'd rather see ads in games than having to pay any more than I do already, infact I wouldn't mind paying alot less. However this would ,of course, need to be in moderation. I don't mind seeing an ipod Billboard in Tony Hawk, just make sure Mario isn't sporting some nice new Nike Shox

Lamoose @ Dec 18th 2005 9:02PM

Advertising in games is fine with me as long as these conditions are met:

1. The adverts don't interfere with gameplay. That means that there are no commercial breaks, no obtrusive displays of corporate logos, etc. (When I buy a DVD movie or DVD television show, I want the content that I paid for to be intact. For example, I wouldn't expect for there to be commercials at the commercial breaks on the Family Guy DVD.)

2. They bring the already inflated price of games down. I would definitely buy GTA for $30 with ads versus $60 without.

ZeroCorpse @ Dec 18th 2005 9:02PM

Simple: If the game features a lot of billboards and ads, then it had better be MUCH cheaper than if it didn't have these things.

If I PAY FOR SOMETHING, I do not want to put up with ads. This is what ticks me off about some DVDs and theatrical releases- I PAY to purchase a DVD/ticket and then end up being treated like I'm watching at home on broadcast television. If they have sponsors to present it to me, then they obviously do not need my money.

It's one or the other, guys. Ads or purchase. Not both.

Martin @ Dec 18th 2005 9:02PM

I take it you don't buy magazines then, ZeroCorpse? (I'm not making an assumption, you either do or don't).

I want ad-free games. If it doesn't contribute to the realism and atmosphere of the game, I can do without it.

James @ Dec 18th 2005 9:02PM

In-game adverts? Realism, yes. Creeping quasi-subliminal influence, yes. My opinion, rather not thank you. Then again, Serious Sam 2 had the gumption to advertise itself writ large in the actual game. Irony? yes. Advertising? No.

nk @ Dec 18th 2005 9:02PM

Simple, the ONLY time I would not mind seeing an ad if the level was modelled after some kind of real world location and there would be ads in places you'd expect to see them, where it would be strange not to have them.

Ads in Zelda though? Just try it, motherfuckers.