In-game ads put devs in control

by James Ransom-Wiley { Jan 2nd 2007 at 7:25PM }

Speaking with GamesIndustry.biz, IGA Europe vice president Ed Bartlett explained how in-game advertisements could benefit the interests of PC-based independent developers. Barlett pointed to Nadeo, which was able to release TrackMania Nations as freeware through the use of in-game ads, in turn boosting its player base (recording over 6 million downloads) and increasing ad revenue. This business model is unique because it eliminates the need for a publisher and means developers can retain the rights to their IPs.

Ironically, it's the indie developers that have been most resistant to in-game ads; whereas triple-A title publishers, while unable to offset theirs games' costs with ads, have been much more receptive to the practice.

Tags: Ad, Advertisement, IGA, In-game Advertising, In-gameAdvertising, Indie, Indy, IP, Nadeo, TrackMania

Reader Comments (Page 1 of 1)

FrankTheCrank @ Jan 2nd 2007 7:39PM

So I guess I'll be getting a break on the next $59.99 game?

No?

Wow...whose getting screwed??

Defenestrator2.0 @ Jan 2nd 2007 7:38PM

I don't care about in-game ads that much, as long as you make them subtle and not in-your-face.

Callandor @ Jan 2nd 2007 7:47PM

I despise in-game ads. I play games to have fun, and the fact the many companies advertise within games irritates me. I don't want to see an ad for a product while I'm trying to play the latest title. I just want to relax and have fun instead of being bombarded with commercials.

Drew @ Jan 2nd 2007 7:50PM

I have to agree with Defenestrator2.0 on this. I don't mind the ads as long as they don't mess the gameplay up.

I saw a NBA game trailer on gametrailers.com where an all state ad pops up and centers it self right in front of the action blocking your view of team mates for a few seconds. I would be very upset if this were to happen in a game I was actually playing.

However if the ad was in an unused section of the screen I wouldn't have a problem with it.

bm @ Jan 2nd 2007 9:49PM

Fuck them and their ads, right up the ass by big black men on viagra.

You guys are being way too forgiving. Water's not getting too warm yet, froggies?

James M. @ Jan 2nd 2007 10:44PM

This ad brought to you by the folks at EA.
EA Sports: It's in the game.

D1g1talSoul @ Jan 3rd 2007 3:13AM

I finished Rainbow 6 Vegas, a few weeks ago. Through-out the entire game, there were ads for Comcast and Axe body spray. It still pisses me off to this moment because I spent 60 dollars on the god damn game.

Jonathan Harford @ Jan 3rd 2007 2:53PM

I don't mind in-game ads, if it means playing for free. (That is to say... I don't mind a game with, say, billboards. I would mind a game wherein I had to watch a minute-long commercial between levels.)

I'm not about to download Trackmania Nations, though. I hear you can get a nasty infection that way.