Double Fusion slows down WipEout HD with ads

by Andrew Yoon { Aug 3rd 2009 at 4:30PM }

The latest WipEout HD patch did more than just add Fury content to the game. No, it also introduced advertising courtesy of Double Fusion, "the leading in- and around-game advertising and gaming audience network." While in-game ads are nothing new, the implementation of WipEout's ads are causing quite a bit of grief for PS3 owners. Why? They slow down the game significantly.

Players have become accustomed to load screens, but now they must also wait for an advertisement to play before beginning a new race. As demonstrated by a user-captured video, the standard load time for WipEout HD is about eight seconds long. If an advertisement plays, the load time increases more than twofold: to nineteen seconds.

Most in-game advertisements appear as unobtrusive and non-interactive billboards. However, slowing down a game's performance to present ads in a program gamers have already paid for is far too intrusive. Jonathan Epstein, CEO of Double Fusion, stated that "Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level." It's unfortunate that we have to wait while that new level loads.

[Thanks, Chris!]

Tags: ads, double-fusion, in-game-advertising, wipeout, wipeout-hd

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Reader Comments (Page 1 of 4)

ToadStoolPorridge @ Aug 3rd 2009 4:35PM

I haven't played since these ads were implemented, but if I paid for this game, ads should not hinder my experience. I really hope they fix the load times and/or get rid of the ads. If the ads were just along the track in one or two spots but didn't make me wait, I'd probably be OK with it. If they're affecting my gaming experience, that's pretty unacceptable for a paid product.

whylekat @ Aug 3rd 2009 5:01PM

Totally agree. The day any game I own has a 10 second ad before I play, I stop playing that game.

Advertising in gaming is well on it's way to ruin our expierence. This is the most significant and disgusting proof yet. Maybe if this was somehow implented onto rental titles, I can understand it. But to pay for a game, just to get bogged down by ads?! F that!!

NoughtSoClever @ Aug 3rd 2009 5:51PM

To those of you who haven't got the DLC yet but want to know what it's like: when the game starts loading, first think of a bull. Now wait ten seconds. Now imagine that the bull is shitting. There you go.

David @ Aug 3rd 2009 6:37PM

I think it would be slightly more acceptable if the ad was as long as the loading time. Devs should tell them, ok our longest loading time in the game is 10 seconds so build an ad to be showed only when those loading times are needed. It is unacceptable for the loading time to be extended just to allow the ad to play completely.

I think I would prefer that to having a the game world all splattered with ads as those often times pull you off the game experience. Obviously I would prefer no ads at all but if they are going to be on the game then put them on loading screen, make them have no sound and make them last as long as the original loading time.

David @ Aug 4th 2009 2:23AM

I just played the game for two hours and didn't see the ads once. I know they are there because two ago I played and the ads appeared every now and then. I think it must be clarified that the ad doesn't appear on every single loading screen but instead every now and then. When it does appear it is when you first load a track for the first time (if you restart the race it won't appear since that loading is way faster).

Although I don't like the ads and I hope they eliminate them (especially if they really make loading longer) I don't they are bad enough for me to stop playing the game. They are bothersome but not that much. Many people here think this happens on every loading screen and that's just not the case.

David @ Aug 4th 2009 2:30AM

I meant to say that I played it two days ago and saw the ads. It's not really a constant thing...I think that people who say they won't buy the game because of this are really missing on a great game. Come to think of it PSN is largely ad free and we don't pay for it whereas Live requires an annual subscription and still we get ads on the dashboard.

Moptimus Slime (Leader of Princess Griffins Royal Guard, Co-founder of Wiizers Sweatshop,Mutton Bustin Aficionado) @ Aug 3rd 2009 4:36PM

so the innovation is pissing people off?

Great job. Way to be trailblazers

ToadStoolPorridge @ Aug 3rd 2009 4:42PM

What do you mean? If we purchased the game, we shouldn't have our game experiences changed due to ads. Like firstbornrogers said, if this was a free game, it would be acceptable. If they slide the ads into a game people already purchased, that's not so cool. It's not really innovation in this case, it's just annoying.

Moptimus Slime (Leader of Princess Griffins Royal Guard, Co-founder of Wiizers Sweatshop, Long Name Aficionado) @ Aug 3rd 2009 5:01PM

"Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level."

And now you know...

...And knowing is 1/2 the battle

ToadStoolPorridge @ Aug 3rd 2009 5:13PM

Knowing is, indeed, half the battle.

You've been playing a little too much Fat Princess, but I'm, unfortunately, in the same boat :)

firstbornrogers @ Aug 3rd 2009 4:36PM

This would be slightly acceptable if the game was free, but last time I checked, it wasn't. How can it be acceptable to obstruct any of the play experience when the user is paying for the content? Especially when the ads are added after payment is made? This is scary on many levels.

Professor Lario @ Aug 3rd 2009 4:40PM

You hit all of the points my friend. Scary indeed.

MystileArmor [Wiizer Sweatshop Bathwater and Sam Raimi Specialist] @ Aug 3rd 2009 4:40PM

It is scary. What will happen next? Commercial breaks in the movies you bought on DVD?

Moptimus Slime (Leader of Princess Griffins Royal Guard, Co-founder of Wiizers Sweatshop, Long Name Aficionado) @ Aug 3rd 2009 4:42PM

speaking of commercials in movies....

http://watchanimenow.com/haruhi-suzumiya-1/

Manly Mcbeefington (Mr. ESC Vice President and PR of Wiizers Sweatshop Inc.) @ Aug 3rd 2009 4:47PM

I hate those DVD/blu-ray ads especially the anti-piracy ones,the only people who see them are the ones who already paid for the movie.

Verde @ Aug 3rd 2009 4:49PM

Exactly. For a free game, ads are fine. For a game you pay for, it's unacceptable. I was very close to buying WipEout HD Fury too, but I refuse to buy it because I loathe in-game ads.

Jake @ Aug 3rd 2009 5:24PM

With a TV you have the option to turn it off when the adverts come on. There should be an option to do this. At the very least, after you've seen it once.

Hardcore @ Aug 3rd 2009 5:46PM

Damn, and WipeOut is one of my favorite games, I guess I won't be buying the Fury pack then.

Phil @ Aug 3rd 2009 5:48PM

Prototype has GameStop ads, though this is quite different.

Ballistic H @ Aug 3rd 2009 6:04PM

Canadian Xbox 360 Dashboard has advertisements now. And yet we still pay for XBL.

Emblazin @ Aug 3rd 2009 6:23PM

The XBL Dashboard is the most ad infested thing under the sun. I'm surprised I can figure what is which when trying to navigate it

David @ Aug 3rd 2009 6:28PM

I don't like this and I was going to tip websites but was too lazy to record a video of it or compare normal loading times. But I don't know how everyone forgot that DVDs, which you pay for, do have ads for other movies at the beginning. Of course you can skip them but they are there. There are also loads of ads in movie theaters, after paying $10-$15 to watch a movie you have to sit through 15-25 min of ads in a movie theater.

I'm not saying these ads are fine, on the contrary I think they shouldn't be there. I think ads should be non intrusive and if they were you should have the ability to skip them. Only in a free product should we be forced to watch ads. I just brought those examples up so that we don't forget those ads exist too. We should also fight the companies responsible for those other ads and all intrusive ads instead of complaining about Wipeout's stupid ads and pretend all others are fine or that they don't exist (like when some said that we don't have ads on dvds).

Maurice M @ Aug 3rd 2009 6:45PM

Yeah, I'm not sure I'm going to buy Fury now. I already paid for this game.

Is this only during online play?

klitorisaurus @ Aug 3rd 2009 8:31PM

Previews, while still technically ads, are an integral part of the movie going experience! I love previews! Don't think of them as advertisements, think of it as information regarding upcoming features. You must like movies if you're in the theater? Don't you want a sneak peak at what's coming down the pipe?

As for the shitty ads before the previews? Those definitely need to go. And adding ads to a paid game, a year after it was released? Totally F'd up!

brain @ Aug 3rd 2009 4:37PM

I don't have the game but that's f***ing ridiculous!!

Devin @ Aug 3rd 2009 5:35PM

I do, and it is F***ING ridiculous! Shame on you Sony for allowing this. This is a $20 game, not $0.00.

PN04 @ Aug 3rd 2009 5:42PM

I dont have the game and now I know for sure I'll never own it as long as this BS is in place.

Matthew (GamerzTech.com) @ Aug 3rd 2009 4:38PM

OMG, and this is where the advertisers will run into issues with gamers and the slow down the some really cool games. Watch these consoles allow all these advertisers and then end up screwing up our gameplay!

MattyG @ Aug 3rd 2009 4:38PM

so let me get this straight, you've paid for something… that's racking up money with adverts as well?

thanks studio liverpool, greedy scum

rells009 @ Aug 3rd 2009 4:49PM

I'd think it was a mandate from the top down. Wipeout Fury probably just seemed the most sensible thing to test it out on.

Expect to see more ads in every Sony first-party sports title.

ill trooper @ Aug 3rd 2009 6:16PM

I agree... As someone who has bought every WipeOut game (anyone remember the first long-box one for the PlayStation? Still on my shelf. Designer's Republic R.I.P.), and even the soundtracks when they used to put those out, I sadly will not take part in this one until this ad silliness is deaded.

Neuromancer @ Aug 3rd 2009 7:47PM

I don't blame Studio Liverpool, I bet they had nothing to do with this. I blame Sony and Double Fusion.

MystileArmor [Wiizer Sweatshop Bathwater and Sam Raimi Specialist] @ Aug 3rd 2009 4:39PM

People should collectively whip their E's out and beat Double Fusion to death with them.

In game advertisements like that are just wrong. Do it for free games or some shit. Bunch of greedy fuckers.

Moptimus Slime (Leader of Princess Griffins Royal Guard, Co-founder of Wiizers Sweatshop, Mutton Bustin Aficionado) @ Aug 3rd 2009 4:40PM

this comment brought to you by the fine folks at Wiizer's Sweatshop Inc.

Remember: If it ain't Wiizer's Sweatshop, its probably a quality product

Wiizer (MW2 Sweatshop Entrepreneur) @ Aug 3rd 2009 4:44PM

^ NICE! I'm gonna tell Sam Raimi to put that on his blog...

ToadStoolPorridge @ Aug 3rd 2009 4:46PM

What if they were advertising delicious chocolate pudding?

MystileArmor [Wiizer Sweatshop Bathwater and Sam Raimi Specialist] @ Aug 3rd 2009 4:50PM

Only Fat Megan Fox's bathwater advertisments could make me reconsider my moral standpoints.

Manly Mcbeefington (Mr. ESC Vice President and PR of Wiizers Sweatshop Inc.) @ Aug 3rd 2009 4:51PM

Now on sale Fat Megan Fox Bathwater.

Have a bit of her where ever you go!

Remember everytime you buy 3 Wiizer products we spare one whip slash to one of our many infant workers.

ToadStoolPorridge @ Aug 3rd 2009 4:52PM

Fair enough...fair enough

Moptimus Slime (Leader of Princess Griffins Royal Guard, Co-founder of Wiizers Sweatshop, Long Name Aficionado) @ Aug 3rd 2009 5:07PM

Also, I hate to be a self-promoting douche, but could everyone please go back to the Avatar article and upvote my epic "Oh snap" comment :D

kthnxbi

Wiizer (MW2 Sweatshop Entrepreneur) @ Aug 3rd 2009 5:10PM

Haha, that was funny. That guy's a douche.

The_Punisher @ Aug 3rd 2009 5:41PM

I love how only people that stalk joystiq can possibly understand what's going on here....

....and i'm one of them ;)

Danthok @ Aug 3rd 2009 4:39PM

Capitalism at its finest!

Professor Lario @ Aug 3rd 2009 4:41PM

I am not sure what capitalism has to do with this, I would just chalk it up to human nature? You may actually find that capitalistic principles are what resolves the matter. We vote with our dollars.

Danthok @ Aug 4th 2009 10:21AM

According to Wikipedia Capitalism is "an economic and social system in which the means of production (also known as capital) are privately controlled; labor and goods are traded in a free market; and profits are regularly reinvested or invested in new technologies and industries"

Free market is the reason advertising exists, if there were a bunch of monopolies why would advertising be needed.

"...profits are regularly reinvested or invested in new technologies and industries" Last time I checked advertising in games was relatively new and unexplored, especially during load times

Human nature aka greed has a lot to do with it too :)

HEY!!!! @ Aug 3rd 2009 4:40PM

Come on guys this is the future of gaming...

bkalasin @ Aug 3rd 2009 7:22PM

Wrong! It's only the future of gaming if WE ALLOW IT TO BE! I for one will be making it a point to not give my money to any company that engages in this type of advertising. If we as consumers refuse to accept this and hit developers in their wallet, it will go the way of dodo before you can shake a stick at it. Believe that.

Pharoah4187 @ Aug 4th 2009 7:08AM

It's hard to vote with your wallet when the ads are put into a game after the initial purchase.

Erluti @ Aug 3rd 2009 4:42PM

"slowing down a game's performance to present ads"
This doesn't seem to be true based on the article. Wait time is not the same as poor performance. Commercials on a TV show don't make the images appear any worse or anything, they just make you wait between parts of the show.
If the ads caused the game to lag or drop frames or reduce game detail, then that would be a performance hit. This is just an annoyance.
Not saying they should do it or it's okay. Just saying your not being fair to the advertisers by putting that spin on it.