Gearbox Software defends in-game ad deal

by Ludwig Kietzmann { Mar 31st 2008 at 7:00PM }

Gearbox Software founder, Randy Pitchford, has commented on the developer's blog regarding its recent in-game advertisement agreement with Double Fusion, quelling concerns that Brothers in Arms would become Brothers in Ads. "We respect any contempt for exploitive advertising that negatively effects the integrity or the quality of the game because we, as hardcore gamers, share that same contempt," writes Pitchford. He further emphasizes, "We hate exploitive advertising that doesn't offer value to the gamer."

In the category of advertising Gearbox doesn't hate, lies the kind that improves authenticity. Gearbox provides the example of a Philips factory in Brothers in Arms: Hell's Highway, a historical site which would detract from authenticity sans the appropriate (and accurate to 1944) branding. Pitchford also lists increased budgets and out-of-game promotion as potential benefits that "we hope come from Double Fusion helping to connect Gearbox with advertisers."

"If you see in-game ads for some stupid product that has nothing to do with the context in which it occurs and actually detracts from the experience, then you can feel justified in bashing the developer, publisher, or advertiser that made that decision," concludes Pitchford. Fair enough -- but we'd better not be stopping at a Burger King in our trek across Borderlands, mister.

Tags: Aliens-Colonial-Marines, Borderlands, Brothers-in-Arms, Gearbox, Samba-de-Amigo

Reader Comments (Page 1 of 1)

ill trooper @ Mar 31st 2008 7:03PM

Oh wow, great. I'm sure it will bring down costs to the consumer and improve the developer's work too.

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Howl Pendragon @ Mar 31st 2008 7:03PM

They should use Home as an example on successful in game advertising.

RoboJoel @ Mar 31st 2008 7:06PM

Heck, why not throw Yaris in there as well?

Howl Pendragon @ Mar 31st 2008 7:07PM

Obviously you have never seen Home and have never seen how well it does in game advertising

Curtis the Claw: Brawl Code 1075-0441-3284 @ Mar 31st 2008 8:45PM

And obviously neither have you since it's out yet. I don't think you can determine how well something does in game advertising without ever using it.

Howl Pendragon @ Mar 31st 2008 8:46PM

@Curtis

Beta.

I've gots one.

Worst Review Ever @ Apr 1st 2008 1:22AM

Sure you do, Howl. Sure you do. Maybe later you can come over and check out my hoverboard.

lrod1455 @ Mar 31st 2008 7:20PM

why are we still paying $50-60 per game?

Rob Accomando @ Mar 31st 2008 7:26PM

For da HD gwafix

DangerMouse @ Mar 31st 2008 9:42PM

When people stop forking over that amount of money for the games, i guarantee that the prices will come down.

ThornedVenom (Harley Quinn Defense Force) @ Apr 1st 2008 2:15AM

Because it's too expensive to buy them in Europe.

gamabunta @ Mar 31st 2008 7:20PM

I wouldn't mind in-game ads if it meant I would never have to pay for DLC again.

Sean Newton @ Mar 31st 2008 8:05PM

Amen. I don't mind ad-supported DLC, but I refuse to pay money to get "the rest of" the game I already paid money for.

Marshmallow713 @ Mar 31st 2008 7:26PM

Hey, just hoping people will see the newest post but... Portal is up on Rock Band right now... so get it?

Liquid Ocelot (call me Liquid) @ Mar 31st 2008 7:58PM

Only on 360. Why do you have to hurt?

BigD145 @ Mar 31st 2008 7:34PM

ALL advertising is out of context. I don't care if you have a billboard advertising billboard space. Get it out of my face.

SoxFan13 @ Mar 31st 2008 8:04PM

Obviously, Taco Bell would be the natural fit. South of the BORDER... heh, heh, yeah!

ScottyGEE32 @ Mar 31st 2008 8:11PM

After EA sports Fight night 3, any in game advertisements is subtle...

Scott @ Mar 31st 2008 9:48PM

Fight Night was pretty damn intrusive...

What about the orginal in-game advertising, racing games with licensed cars?

And for that matter, did the advertising in Gran Turismo 1 and 2 "bother" anyone, Castrol, and other car stuff advertised on signs...didn't that make it more life like?