Joystiq

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

Richard Mitchell — Tue, 21 Dec 2010 22:00:00 EST

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.

EA: In-game ads not so hot, real money is in microtransactions originally appeared on Joystiq on Tue, 21 Dec 2010 22:00:00 EST. Please see our terms for use of feeds.

Permalink | Email this | Comments

EA shifting ad sales in-house starting with Madden NFL 11

David Hinkle — Thu, 11 Mar 2010 02:30:00 EST

EA's been keen on in-game advertising since 2006, and, two years ago, signed a pretty big deal with in-game ad provider Massive. Apparently, though, EA won't be re-upping that agreement. As Mediaweek reports, the publisher has instead decided to take it upon itself to coordinate in-game ad sales starting with Madden NFL 11.

Elizabeth Harz from EA's global media sales division says it's basically a situation in which EA is cutting out the middle man. "Fundamentally, [EA sales execs] are talking about these gaming audiences everyday already," meaning that EA is already discussing who's playing and what products would best target those audiences.On its own, EA can create more diverse and specific advertising packages, with increased ability to personalize packages based on the potential advertisers' targeted demographic. Exciting stuff, we know.

[Via Game Politics]

EA shifting ad sales in-house starting with Madden NFL 11 originally appeared on Joystiq on Thu, 11 Mar 2010 02:30:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

As advertised: Dead to Rights targets 17-and-ups

David Hinkle — Mon, 28 Sep 2009 14:30:00 EST

Namco Bandai has tapped in-game ad agency Double Fusion to inject alluring elements into the game world of its upcoming release Dead to Rights: Retribution. It's apparently Namco Bandai's first in-game advertising deal, so we'd like to take a moment to congratulate the publisher on joining us here in 2006 ...

[Dramatic pause.]

... Nothing's gonna make Grant City come alive more than billboards for $5 footlongs and "Are you gellin'?" We repeat: Nothing.

As advertised: Dead to Rights targets 17-and-ups originally appeared on Joystiq on Mon, 28 Sep 2009 14:30:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Double Fusion in-game ads expand with THQ, SEGA, Eidos and Midway

Andrew Yoon — Mon, 01 Dec 2008 11:25:00 EST

Filed under: Business

Double Fusion, a company specializing in in-game advertising, has expanded its PS3 portfolio by securing exclusive "advertising opportunities" with new publishers: THQ, SEGA, Eidos and Midway. This announcement offers the first details of Double Fusion's partnership with SCEA to provide ads in PS3 games since unveiling their plan in July.

"One only has to look at the recent videogame sales figures to realise that games are the one form of entertainment consumers don't want to live without," states Jonathan Epstein, president and CEO, Double Fusion. "We are pleased to partner with and provide incremental revenue opportunities to game publishers by offering advertisers a variety of hand-selected cross-genre games we know will be a hit with gamers and the marketers looking to reach them."

Double Fusion will be specifically targeting male consumers, ages 18-34 in their various campaigns. Next time you play a Sonic game, don't be surprised to see him wear some Nike shoes.

Double Fusion in-game ads expand with THQ, SEGA, Eidos and Midway originally appeared on Joystiq on Mon, 01 Dec 2008 11:25:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Obama ads not just in Burnout Paradise

Justin McElroy — Thu, 16 Oct 2008 16:30:00 EST

Filed under: Microsoft Xbox 360, Politics

With its Burnout Paradise tour underway, the Obama campaign has moved into other swing games that they feel they have a chance in, including 18 different Xbox Live titles. There are some obvious, classically blue games like Guitar Hero 3 and The Incredible Hulk, as well as more surprising choices, NBA Live 08 and NFL Tour among them. Shockingly, even NASCAR 09 is in play in 2008, and will receive the first Democratic media blitz in that game's history this year. (When asked if they would be moving the campaign into Cabela's Most Dangerous Hunts, the Obama representatives laughed a little bit, then walked away.)

But you may not be able to find the ads just yet. In this election, where a voter lives is, in some ways, almost as important as what games they play. The ads are only targeted in Ohio, Iowa, Indiana, Montana, Wisconsin, North Carolina, Nevada, New Mexico, Florida and Colorado, all states where early voting is accessible and easy.

Obama ads not just in Burnout Paradise originally appeared on Joystiq on Thu, 16 Oct 2008 16:30:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Sony, Double Fusion sign in-game ad deal

Jason Dobson — Thu, 10 Jul 2008 19:00:00 EST

Filed under: Culture, Sony PlayStation 3, Business

Clearly Sony has warmed up to the idea of garnishing gameplay with advertising, as the company has inked a new deal with in-game ad firm Double Fusion to deliver ads in games running on the PS3. The deal is Sony's second in as many months, following a similar partnership last month with competing ad firm IGA Worldwide.

As mentioned previously, the move, while contrary to comments made by Sony's own CEO Howard Stringer, keeps with the PS3's recently opened advertising platform, which allows company like Double Fusion to sink their advertising teeth into Sony's console. Notes SCEA senior VP Phil Rosenberg, "PS3 is open for the ad business," though we imagine that by "PS3" he really meant to say "our wallet."

Sony, Double Fusion sign in-game ad deal originally appeared on Joystiq on Thu, 10 Jul 2008 19:00:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Sony announces dynamic in-game ad deal

Jason Dobson — Wed, 04 Jun 2008 10:00:00 EST

Filed under: Sony PlayStation 3, Business

Love it or hate it, in-game ads are here to stay, and this morning both of Sony's North American and European arms drove that point home, announcing partnership with in-game advertising firm IGA Worldwide. The move follows some vocal trepidation from Sony CEO Sir Howard Stringer earlier this year concerning the viability of shilling real word products in video games, concerns obviously muffled beneath the sounds of counting money.

Even so, the announcement was not wholly unexpected, particularly given the PS3's newly opened advertising platform, which was announced last February and allows firms like IGA to sell dynamic ads in PS3 games. Through this deal, IGA notes that it plans to offer clients the eyeballs of "16-35 year old consumers with disposable income," though the question as to whether or not gamers are inclined to run out and spend their money on whatever billboards happen to be in the line of fire remains a topic for debate. The bigger question, as we see it, is to what level Sony chooses to embrace in-game ads, especially given that two years ago competitor Microsoft went so far as to purchase in-game ad firm Massive for its very own.

Sony announces dynamic in-game ad deal originally appeared on Joystiq on Wed, 04 Jun 2008 10:00:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Sony announces in-game advertising possibilities; EA jumps on board

Jem Alexander — Wed, 04 Jun 2008 08:45:00 EST

Filed under: News

Sony has announced today that they are opening up the PS3 with regards to in-game advertising. With the emphasis clearly placed on seamless "dynamic" advertising (read: no billboards in fantasy titles, etc), game publishers and advertising firms will be able to buy and sell space within games in order to reach the "elusive 18-34 male" demographic. They will be able to do this through Sony's in-game advertising partner, IGA Worldwide. This partnership exists with both SCEE and SCEA, so expect to see advertisements appearing on both sides of the pond.

The first company to jump on the bandwagon is EA, who has announced a multi-year deal with IGA Worldwide to include dynamic advertisements within EA's broad range of titles. This will include Madden, NBA, NASCAR and NHL as well as games such as Burnout and Need For Speed. Intriguingly, these adverts can be updated in realtime, "keeping ads fresh and relevant to each gamer" whilst maintaining "an authentic gaming experience." We don't really have a problem with adverts within games, as long as they truly are seamless (much like the product placement in MGS4). Hopefully this will make the PS3 an even more attractive platform for developers.

[Via Press Release]

Sony announces in-game advertising possibilities; EA jumps on board originally appeared on Joystiq on Wed, 04 Jun 2008 08:45:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Brothers in ads: Gearbox signs in-game ad deal with Double Fusion

Ross Miller — Tue, 25 Mar 2008 21:00:00 EST

Filed under: Culture, First Person Shooters

Gearbox Software (Brothers in Arms series) has announced that it has inked a deal with Double Fusion to have them provide in-game advertising for upcoming titles (via Develop). Double Fusion has previously signed with Eidos, Midway and Take Two, among others.

No details on what future Gearbox titles will use in-game ads. Sometimes we wish the in-game ad deals were as outlandish as our Photoshop jobs. Imagine if Borderlands was renamed Burgerlands and featured a dozen Burger King soldiers playing "Capture the Whopper" with futuristic guns and war machines. Or Aliens: Colonies could let you take heartburn medicine to ward off chest-bursters.

Brothers in ads: Gearbox signs in-game ad deal with Double Fusion originally appeared on Joystiq on Tue, 25 Mar 2008 21:00:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

Sony, Activision CEOs skeptical of in-game advertising

Scott Jon Siegel — Thu, 31 Jan 2008 13:00:00 EST

Filed under: Business

At the World Economic Forum in Davos, Switzerland, Activision Blizzard CEO Bobby Kotick and Sony Group CEO Howard Stringer have expressed doubts over the marketable future of in-game advertising, arguing against the assumption that this new form of advertising is the solution to the industry's monetary needs.

Stringer reasons that advertisers' pockets are not as deep as everyone hopes, adding to this the fact that "young people don't like advertising very much." A bold statement, to be sure. For his part, Kotick states "I wouldn't go in that direction myself," causing us to look back at the heavy product placement in the Activision-published Guitar Hero III and Tony Hawk's Proving Ground.

These comments come in direct opposition to companies like IGA, who quite recently boasted about their upcoming integration of ads into the EA-published Burnout Paradise. We'll have to side with Stringer and Kotick on this one; we young people don't like advertising very much.

[Via PS3 Fanboy]

Sony, Activision CEOs skeptical of in-game advertising originally appeared on Joystiq on Thu, 31 Jan 2008 13:00:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments

NBC Universal teams with IGA for in-game ad blitz

Ross Miller — Tue, 30 Oct 2007 21:30:00 EST

Filed under: Culture, Business

NBC Universal Digital Media has announced a deal with IGA Worldwide to jump into the realm of in-game advertising. According to the press release, NBCU DM's advertising and sales team can now "sell a portion of IGA's premium in-game advertising inventory, as well as create customized packages for marketing clients on the IGA network."

The NBC division already offers advertising packages over TV, web and mobile mediums. The deal is for other marketing clients, we don't think this indicates an increase in opportunities to shoot up a billboard of Chuck while playing Battlefield 2142. If anything, this indicates a major marketing firm's belief - and justly so, in our opinion - that in-game advertising is only going to expand in prominence and importance as time progresses.

NBC Universal teams with IGA for in-game ad blitz originally appeared on Joystiq on Tue, 30 Oct 2007 21:30:00 EST. Please see our terms for use of feeds.

Read | Permalink | Email this | Comments