In-game ads infiltrate Counter-Strike
by Jennie Lees 
{ Jan 11th 2006 at 7:00PM }
In-game advertising provider Engage has managed to net a deal with Subway to get gaming consumers interested in the chain's sandwiches--advertising in "the most popular online action game played amongst men 18 to 34". Gamecloud has managed to confirm the game as Counter-Strike, and the ad campaign reached 31,000 unique gamers in just three weeks.
Engage are lauding this as a success for in-game advertising, so this paves the way for more prevalent forms of advertising to creep into games. While adverts aren't exactly out of place in realistic urban scenarios, having modern-day ads in, say, Halo 2 -- despite its huge following -- could prove to be a great misstep, so advertisers must remember that game popularity isn't necessarily a sign of suitability for advertising.
[Thanks, bandersnatch]
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Reader Comments (Page 1 of 1)
Greg2k @ Jan 11th 2006 7:07PM
Talk about a Sub-machinegun
Superzapper2000 @ Jan 11th 2006 7:12PM
That's funny ,Our local Subway just closed down because everyone went to Arby's
Simon @ Jan 11th 2006 7:15PM
No. Just..no.
Paul Severus Reverand @ Jan 11th 2006 7:18PM
To make ads. Just ruins the game though the sub machine gun is a nice touch.
Capitaine @ Jan 11th 2006 7:21PM
This is the end.
They found us.
Nowhere to run now big boy!
Jeff @ Jan 11th 2006 7:27PM
I don't play (or stop playing) games that show ads. Period.
Brook Lorntson @ Jan 11th 2006 7:32PM
if i am playing a game and see advertising for a company or product, that will be all i need to never ever buy that product again. if you are paying for the game, you should not have to put up with ads. it does not "add realism" as some of the delusional bloggers have proposed.
i pay for my music and do not expect to hear ads in between songs. when i listen to the radio, something that i am not paying for, then i can tolerate some advertising. unless i am listing to NPR, which i DO pay for, then I am spared the ads. and anyone listening to it without donating is stealing.
Wari0 @ Jan 11th 2006 7:47PM
I think this stinks! Where is the value proposition for the consumers? How do we benefit as a result of this in game advertising?
If this model were used to distribute games for free or for a nominal fee I would be all for it. There is a clear benefit for consumers in this scenario.
I can also get on board with all who have been saying that in game adverts add to the realism in urban settings.
But this is just wrong... unless Subway/Engage give us a playable Jared skin why should consumers put up with this? I for one won't pay for a game that "forces" advertising into the gaming experience just to make a few bucks.
-out
Joe P. @ Jan 11th 2006 7:54PM
Here's a great opportunity for someone with the resources to set up a website, and get gamers to unify in an anti-advertising effort. Coordinated boycotts, voicing opposition, etc., could prevent games from becoming the next billboard-littered highway. We can all see where this whole disgusting movement in headed, and if enough people were to act now, we could nip this in the bud. If I had the resources and know-how, I'd do it.
mandarin @ Jan 11th 2006 7:58PM
Porn ads look quite at home with that environment..
Vagabond Artist @ Jan 11th 2006 8:21PM
hopefully counter-strike players will commit a counter-strike on subway and assassinate Jared.
(...for great justice)
Omega2k3 @ Jan 11th 2006 8:44PM
I really don't see what the problem is with in-game advertising. It's not like it makes the game BAD, and it's not like we really have to pay attention to it or give it a second notice.
FierceDeityLink1 @ Jan 11th 2006 9:08PM
There were a few servers in 1.6 that had in-game advertising through the "Stripper" mod. They added in models that would cycle through advertisements, but I don't think it eer really caught on.
Toast @ Jan 11th 2006 9:10PM
It's somewhat inevitable that this had to happen. With any genre where development costs increase. Movies and TV frequently see 'in-scene' (?) advertising. You can't berate a lack of video game innovation, the rising cost of buying a game because of the new formats and then still want them to remain completely untouched. If you are so offended by this idea than you are going to have to go back to simpler games, dust off the Pacman
Lane @ Jan 11th 2006 9:15PM
If they're going to put ads in games, the games better cost a whole lot less. If that were the case then ads in games would be a good thing. As long as they're not too obnoxious.
nojok3 @ Jan 11th 2006 9:18PM
Some ads are ok like in racing or sports games. I hate seeing that Samsung logo in Perfect Dark Zero (have not played online since Dec 9th, the game blows), its not even in-game, its the menu. The advertising needs to be in-game, unless it is something that happens in real life, like the nickname for a Slam Dunk Contest is ok, but don't create a Burger King Challenge (I think 2ksports did this) and purposely annoy people. Ads dont have a place in shooter games, the ads would have to fit in like they would in real life to work
calthaer @ Jan 11th 2006 9:47PM
Run - run like the wind. Play an indie game rather than this corporate-controlled crap. Once marketing fools get their claws on games, they will dictate content. Say hello to more licenses, franchises, marketing synergy, and all that asinine nonsense.
scaryface @ Jan 11th 2006 10:11PM
This has nothing to do with the cost of the game. The game costs about 15 dollars at best buy retail, or buy half-life for $10 and use that cd key. It has to do with the cost of hosting a Counterstrike server. I've been to a lot of CS servers that had advertising decalled onto a wall or something years ago. Hosting a server costs money. Either the server's operator's rich parents pay for it, or donators pay for it. The best (lag-free, updated) servers seem to be the ones that have a real source of revenue to pay for their costs.
Brook Lorntson @ Jan 11th 2006 10:15PM
can any of you stand to listen to commercial radio? it's the most obnoxious thing in the world. COME ON DOWN TO AUTOWIZZORLD. HOT BABE ON CAR ACTION! IT'S XXX-TREEEEEEEME! Come early and you'll get to meet Jarrrreddddd. He'll give you a chance to win some Subway party suuuuuuuuuuuubbbs."
and remember that in-game advertising might not be limited to visual ads. some computer character might subtly bring up how much of a wreck he was this morning until he had his Starbucks. or what if Engage actually hired real people to play in online games and communicate scripted advertising to other players they encounter. who's to say that isn't happening already?
the bottom line is that many people play games as an escape from the constant marketing bombardment that exists in the real world. this one more instance of ad creep that no one needs.
spamalot @ Jan 11th 2006 10:39PM
Come on now, just charge me more for the game. Or make a skin of Jared the subway guy in a subway t-shirt, that way at least we'll have fun fragging the ads.
www.squatsquat.com
Oshi @ Jan 12th 2006 12:45AM
That's awesome.
Toast @ Jan 12th 2006 12:58AM
#17 - there is millions of dollars that goes into graphic development, engine innovation etc... These things didn't really exist at the inception of video games. The rate of the increase in development cost has far outstripped the revenue streams from the growing video game fanbase. The price not only reflects the cost of the raw materials but the thousands of hours of labor put in by employees.
rudimentalist @ Jan 12th 2006 1:00AM
Wipeout had like those Red Bull ads... didn't Jet Moto have Mountain Dew? Ads in Wave Race for Kawazaki... etc. Is there a huge difference between this and loading up ads for online games from some server? Honestly? Didn't really bother me for the last SEVEN OR EIGHT YEARS it's been going on. Consumerism = Supply and Demand... You demand OMG ultra-realistic games I can see teh sweat oozing plz/ Next gen games get far too expensive to make/ You're paying 10 to 15 dollars more per game/ ads = inevitable. Some compared it to a CD... a CD is a static piece of work. Online games get on servers that require massive upkeep, etc. Just think about what you're saying and realize the kind of world we live in, and for god's sake quit acting like this is something new?
dihrdgamer @ Jan 12th 2006 1:17AM
HEY! That's a genuine SUBMACHINE GUN! I saw one just like it as an unlockable on one of those dumb little kiddie games-I think it was MARIO PARTY 4 or something.
Andrew Fong @ Jan 12th 2006 1:52AM
Ads work best when you barely notice them -- subliminal messaging and all.
Having a frigging sub-machinegun is nowhere near subliminal.
wako @ Jan 12th 2006 2:12AM
This is VERY old news.
jolt.co.uk has advertisement everywhere in ALL of their public Counter-Strike servers. Although it advertises for itself, still its old.
Silence7 @ Jan 12th 2006 3:48AM
There are however games that advertising is totally appropriate, and even make the game seem more real. Think racing games, and sports games.
Cloud @ Jan 12th 2006 4:38AM
I love in-game advertisements if it means that I wont need to pay for online play. Things like MMORPG's would work just fine with this. However it tends to get annoying when your playing a game and it is bombarded with advertisements. I didn't mind it in Gran Turismo (whole series) because its the type of game that makes sense to have advertisements.
SOAP shoes were introduced in Sonic Adventure 2 back in 1999-2000 and it was the only advertisement in the game and it was only in one level I believe. It wasn't in the way and it blended well. That is something I don't care to see either. But if I see something like SUBWAY labled on 20 boxes in one view then that takes the cake. The game better be fun for me to continue playing it.
Is there a place where advertisement doesn't exist? Yeah, I would imagine heaven. lol
xbox360-forums.com @ Jan 12th 2006 4:40AM
I think I talk on behalf of everybody when I say that the best CS servers are the ones with UK.NET advertising all over them
Zsavior @ Jan 12th 2006 9:11AM
I totaly agree with Poster 17 There is a reason advertiserrs are going into gaming, they know when game designers get the taste of money they will have control over creation maybe not today maybe not tomorrow but it will come. What I am surprised at is the game makers themselves, can't they see their death coming? The constant stagnation of games will lead to crap load of games not being bought and they will no doubtly turn to advertisers to make up revenue. Take one class in film there is a whole section of the folys of advertisement.
Imagine SNake is on the trail of some enemy and the camera angle pans over at a bill board of diet coke, but it doesn't turn back quite in time for you to see where the enemy is going. or they Print the coke can so big that it draws your attention away from the action at hand on to the advertisement. Sounds like B.S. right, but it is done in movies all the time crap cakes like Torque do it just to get by. Worst part is all You need is somebody like ken Kutaragi yelling "I MEANT TO make the Game like that, It adds complexity to the game! You don't tell a master Builder after he finished His house he painted over the windows! You just leave the windows shut!" and that will be the excuse for a batch of ads that ruin games.
JodyAnthony @ Jan 12th 2006 9:46AM
Two words. Cool Spot.
unreal mccoy @ Jan 12th 2006 9:51AM
hey greg2k. nice happy gilmore tie-in!
SuicideNinja @ Jan 12th 2006 12:12PM
I'm really surprised that they don't just do freakin' commercials during loading screens. Then it would be just like TV, except you'd actually sit there and wait so you don't miss the start of your game. Maybe I shouldn't give them any ideas.
At least they didn't make a meatball sandwich a weapon.
Frank THE COMMISH @ Jan 12th 2006 1:20PM
"The rate of the increase in development cost has far outstripped the revenue streams from the growing video game fanbase."
Is that why game developers drive Ferraris?
blendmaster @ Jan 13th 2006 7:28PM
the only ingame advertisements i didn't mind were in super monkey ball 2(which is an awsome game) and all the bananas had the dole foods logo on them.
Pachilles @ Jan 16th 2006 9:15PM
This is an abomination! You want advertising in-game? Put it in GTA (or the like). I'd like to have my guy go into a Subway (BK, McD, KFC, etc) in-game, instead of the made-up restaurants. My guy could hop into a virtual VW Beetle (uh, wait, more macho... uh, his Hummer, boost his health with a BigMac (wait, big mac to boost health? LOL), take his date to the Outback, make calls with his RAZRv3 using Sprint, and shoot people with his Smith&Wesson, and then go to DQ for an ice cream.