EA: In-game ads not so hot, real money is in microtransactions

Speaking to Edge, EA's general manager of free-to-play operations, Ben Cousins, revealed that in-game ad sales aren't bringing in substantial earnings for the company. Cousins stated that EA isn't "getting much from ad revenue at all," adding that in-game ad business "hasn't grown as fast as people expected it to." Microsotransactions, on the other hand, have grown leaps and bounds, said Cousins, pointing to the king of microtransaction operations, Zynga.

EA has seen this firsthand, as Cousins noted that its free-to-play Battlefield Heroes has seen substantially more revenue generated by microtransactions than by advertisements. Cousins still believes that advertising can work, but said is should be "more about specific deals where you can tie the content in." Cousins pointed to the recent deal EA made with Dr. Pepper, in which players could redeem codes on soda bottles for in-game content. Still, while specific campaigns like this can work, Cousins said, generic in-game ads may soon become a thing of the past.

Reader Comments (24)

That picture is hilarious.

The ads work well in NHL..since..you know, there would be ads there in real life anyway.

@TiLoBrown
I actually enjoy the ones on the boards of NHL games :D

@TiLoBrown - I think what he means is that advertiser interest in placing the ads hasn't taken off like people projected it would (meaning less money per ad, less competition, etc). I mean, a year or two ago we were all scared that the future of video gaming was a billboard every six virtual inches, and mandatory ad videos (ala Hulu) before we could play, and that hasn't really happened. Just like with a lot of video streaming companies, video game publishers seem to be finding out that in-game (or in video) advertisements aren't as lucrative as everyone had hoped.

I could be misinterpreting what he's saying, but that is my take anyway.

@TiLoBrown
Yea, one time My nhl 11 game was just full of ads of Windows Phone, My rink was just green the whole time..

I have got to be the only person who like real ads in my games. It gives them a certain feeling that I like.

@Robborboy
I loved destorying Comp USA billboards in Burnout. And ramming Gillet Vans.

@The Aquacharger That's exactly what I'm talking about man!

@Robborboy Yeah in games like Burnout Paradise and Skate I like them. But some places they just don't belong.

@Robborboy

Yeah, in a game like GTA or CoD, having a city without billboards advertising actual real-life companies kind of makes it less real for me. I honestly can't think of a time, barring Fight Night Round 3, when in-game advertising ruined a game for me, or when I even noticed it. I actually notice more when I think it should be somewhere and it isn't.

@Robborboy But lots of places where it's not appropriate. I was playing WWII shooter (Battlefield?) and as I climbed the hill saw a billboard ad for DICE IT Recruiters -- a ridiculous, "out of time" placement.

Y'know what's better than micro transactions or real advertisments in games? Not having either of those things in games.

@TheTARDIS
Exactly. I have to have Ad Block Plus on Firefox so I don't see ads on the web. I don't wanna have to have a custom mod installed or change my game files so that I don't see ads.

@JIAGPOS

Well if 100% of people blocked the ads, guess what then we'd all have to pay subscription fees for websites! Ya know those websites aren't just a hobby they are to make someone money... just saying...

Dropping tactical nukes on Ads in Mercs 2 is hilarious

Chain saw them all in game... Walmart, BestBuy, GameStop, Hallmark and every God damn TV commercial that's ten times louder then the show they are advertising on. Monopolizing pigs

@JCat Wait, so you mean all these years of playing Monopoly and I've been doing it wrong? D: All I need to do is be louder than everyone else?

Screw your microtransactions! I'm paying $60 for a game- I want the whole damn thing.

@brightbonewhite I think he is more talking about what they already do: sell cheat codes. Look at Need For Speed Hot Pursuit for example. On day one you could purchase every car in the game for like...$6 or $10. Is it wrong to do that? No, because some jackass will pay money for it and the smarter people won't. Nothing wrong with that as businesses do it all the time. Look at the people who KNOWINGLY pay expensive prices for HDMI cables just because of the name.

@sammo21 Oh, well yeah that's fine then I guess.
And lol, so true.

@brightbonewhite

If you also read the example that is used in the article it makes reference to a free to play game that is supported by micro transactions.

@brightbonewhite

That is not how all microtransactions work. Games that are "free 2 play" will nickel and dime you to get "bonus" or "extra" content (ie. not required). I believe this is the model EA has adopted for their new f2p Battlefield game.

Well, I hope EA doesn't make SWTOR a micro transaction game. I much rather pay a monthly fee.

Microtransaction games are normally marketed at kids who can't pay for microtransactions, a lot of parents wont pay for these things making them look like the bad guy. Microtransactions really should be for 18+ only.

EA: In-game ads not so hot, real money is in microtransactions

Reader Comments (24)

Posted: Dec 21st 2010 10:04PM 182 said

Posted: Dec 21st 2010 10:06PM TiLoBrown said

Posted: Dec 21st 2010 10:17PM GamingColt said

Posted: Dec 21st 2010 10:52PM BananaBoat said

Posted: Dec 22nd 2010 6:41AM TraV said

Posted: Dec 21st 2010 10:10PM Robborboy said

Posted: Dec 21st 2010 10:20PM The Aquacharger said

Posted: Dec 21st 2010 10:25PM Robborboy said

Posted: Dec 22nd 2010 12:39AM Snappyguy said

Posted: Dec 22nd 2010 2:50AM A Sandwich said

Posted: Dec 22nd 2010 4:25PM Akimbo said

Posted: Dec 21st 2010 10:29PM TheTARDIS said

Posted: Dec 22nd 2010 2:02AM JIAGPOS said

Posted: Dec 22nd 2010 9:43AM ps3juggalo said

Posted: Dec 21st 2010 10:34PM Capgun said

Posted: Dec 21st 2010 11:04PM JCat said

Posted: Dec 21st 2010 11:18PM blackangel209 said

Posted: Dec 22nd 2010 12:10AM brightbonewhite said

Posted: Dec 22nd 2010 12:26AM sammo21 said

Posted: Dec 22nd 2010 12:42AM brightbonewhite said

Posted: Dec 22nd 2010 5:56AM This Little Man Says His Name Is said

Posted: Dec 22nd 2010 11:45AM SPARTAN VI said

Posted: Dec 22nd 2010 8:37AM PlayLoud said

Posted: Dec 22nd 2010 11:07AM MrAlex said

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