Are in-Game Ads Worthwhile?
Are in-Game Ads Worthwhile?
October 7, 2009
Advertising Age has an interesting video interview about the value and effectiveness of in-game advertising in video games.
The interview picks the brain of Kevin Slavin, managing director of Area/Code, a New York company that, according to its web site, creates games designed to "highlight the connections between these imaginary spaces and the world around them."
Slavin talks about in-game ads and how ad agencies don't understand how communicating with gamers through these ads is such a different process than in normal advertising.
The interview is part two with Slavin. Part one dealt with "the changing business of mobile social games."
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Posted 03/15/10 at 04:05pm
Andrew Eisen: I'm still here and I'm doing a lot of behind the scenes work (as time permits me). But it's true, I've only written one piece under the new GP but if that Facebook/JT bit is the last thing I write for the site, I’d be okay with that.
Andrew Eisen: I'm still here and I'm doing a lot of behind the scenes work (as time permits me). But it's true, I've only written one piece under the new GP but if that Facebook/JT bit is the last thing I write for the site, I’d be okay with that.
Posted 03/15/10 at 04:01pm
ZippyDSMlee: I suppose its not inane enough for petes muses*giggles*
ZippyDSMlee: I suppose its not inane enough for petes muses*giggles*
Posted 03/15/10 at 03:55pm
PHX Corp: It had the Video Games tag on it, I thought that it had been a video game law that was concerning it
PHX Corp: It had the Video Games tag on it, I thought that it had been a video game law that was concerning it
Posted 03/15/10 at 03:54pm
JDKJ: And what happened to "Senior GP Correspondent, Andrew Eisen, reporting from San Diego [and who has a better finger on the pulse of GP's readership than some others]?" Huh? Did he fall victim to the Night of the Long Knives?
JDKJ: And what happened to "Senior GP Correspondent, Andrew Eisen, reporting from San Diego [and who has a better finger on the pulse of GP's readership than some others]?" Huh? Did he fall victim to the Night of the Long Knives?
Posted 03/15/10 at 03:53pm
Andrew Eisen: No, but my one example was not meant to cover the entire spectrum. Besides, multiplayer is a big part of video games.
Andrew Eisen: No, but my one example was not meant to cover the entire spectrum. Besides, multiplayer is a big part of video games.
Posted 03/15/10 at 03:50pm
Andrew Eisen: PHX Corp - Are you referring to AB 847? I haven't read the bill but the summary doesn't appear to apply to video games.
Andrew Eisen: PHX Corp - Are you referring to AB 847? I haven't read the bill but the summary doesn't appear to apply to video games.
Posted 03/15/10 at 03:49pm
DarkSaber: 2 mediocre games do not "a big part of video games" make.
DarkSaber: 2 mediocre games do not "a big part of video games" make.
Posted 03/15/10 at 03:49pm
JDKJ: I suspect that'll fall victim to the "pass." Wrong side of the fence. It's North Korea we aren't supposed to like.
JDKJ: I suspect that'll fall victim to the "pass." Wrong side of the fence. It's North Korea we aren't supposed to like.
Posted 03/15/10 at 03:48pm
DarkSaber: Although, following the "MW2 Made Lots of Money" excuse for a story, GP would be hard pressed to justify WHY they passed on it.
DarkSaber: Although, following the "MW2 Made Lots of Money" excuse for a story, GP would be hard pressed to justify WHY they passed on it.
Posted 03/15/10 at 03:47pm
Andrew Eisen: DS - Not necessarily. See recent Ubisoft stories.
Andrew Eisen: DS - Not necessarily. See recent Ubisoft stories.
Posted 03/15/10 at 03:47pm
Andrew Eisen: Zip - Or it will and GP hasn't had a chance in the last couple hours to get to it yet. Or yeah, maybe he’ll pass on it.
Andrew Eisen: Zip - Or it will and GP hasn't had a chance in the last couple hours to get to it yet. Or yeah, maybe he’ll pass on it.
Posted 03/15/10 at 03:46pm
DarkSaber: Only if you play multiplayer AE.
DarkSaber: Only if you play multiplayer AE.
Posted 03/15/10 at 03:45pm
Andrew Eisen: Except, aside from following up on an earlier story, GP frequently reports on internet censorship and net neutrality issues (the internet being a big part of video games and all).
Andrew Eisen: Except, aside from following up on an earlier story, GP frequently reports on internet censorship and net neutrality issues (the internet being a big part of video games and all).
Posted 03/15/10 at 03:45pm
ZippyDSMlee: I emailed it in DS, if Venezuela gets covered so should south koera but I gues not :P
ZippyDSMlee: I emailed it in DS, if Venezuela gets covered so should south koera but I gues not :P
Posted 03/15/10 at 03:45pm
PHX Corp: The CA S(Foghorn)heads are at it again, instead of banning M rated video games for children They are going to tax the hell out of them Literally and yhis time Yee aint The one trying to do it
PHX Corp: The CA S(Foghorn)heads are at it again, instead of banning M rated video games for children They are going to tax the hell out of them Literally and yhis time Yee aint The one trying to do it
Posted 03/15/10 at 03:39pm
DarkSaber: That is a VERY tenuous link to the "GamePolitics" umbrella, to be sure. One sentence referencing an older story tacked on at the end of 7 paragraphs.
DarkSaber: That is a VERY tenuous link to the "GamePolitics" umbrella, to be sure. One sentence referencing an older story tacked on at the end of 7 paragraphs.
Posted 03/15/10 at 03:38pm
JDKJ: And as a change of pace, there's the article with the thinly-veiled criticism of the Chavez administration. Never seen that one before.
JDKJ: And as a change of pace, there's the article with the thinly-veiled criticism of the Chavez administration. Never seen that one before.
Posted 03/15/10 at 03:35pm
DarkSaber: OBJECTION! The bobblehead only started being awarded AFTER Dennis got the boot. I mean voluntarily left, sorry.
DarkSaber: OBJECTION! The bobblehead only started being awarded AFTER Dennis got the boot. I mean voluntarily left, sorry.
Posted 03/15/10 at 03:33pm
JDKJ: Dennis used to give more than mere "credit." Tipsters used to get a Hal Halpin bobblehead. If you're truly appreciative, show it. If you're happy and you know it, clap your hands.
JDKJ: Dennis used to give more than mere "credit." Tipsters used to get a Hal Halpin bobblehead. If you're truly appreciative, show it. If you're happy and you know it, clap your hands.
Posted 03/15/10 at 03:33pm
DarkSaber: Good to see GP is in touch with the community as always then.
DarkSaber: Good to see GP is in touch with the community as always then.
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Game Politics and Game Politics logo are trademarks of the ECA.
Game Politics and Game Politics logo are trademarks of the ECA.
Comments
Well they did help win Obama the election....
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I LIKE the fence. I get 2 groups to laugh at then.
I doubt they contributed in any meaningful way, unless you subscribe to the idea that videogames brainwash registered voters.
No meaningful way? And here I was thinking the election was quite a close run thing.
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I LIKE the fence. I get 2 groups to laugh at then.
I should get my sarcasm meter fixed...because I'm not sure if you're joking or not...
Eh, almost everyone that would see the XBL Obama ad was probably either not going to vote or was going to vote for him anyways. By the time those ads ran, most people had made their decision, and most kids that would see the ad would vote for him regardless.
-If an apple a day keeps the doctor away....what happens when a doctor eats an apple?-
Is it worthwhile for the company? Nah, I think that most people aren't influenced by in-game ads. Do I like to see in-game ads? Yes, because I think that it adds to the realism.
-If an apple a day keeps the doctor away....what happens when a doctor eats an apple?-
You mean like when Battlefield 2142 had Rolex billboards in it?
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I LIKE the fence. I get 2 groups to laugh at then.
Yeah, no one is going to be more likely to buy a Rolex because of that ad, but it adds to the realism and makes the game more immersive. So a waste for Rolex but still a cool gift for gamers. Same with in NFS Underground 2, when you see a Burger King or Sprint ads. I'm not gonna change to Sprint because of its use in the game, but it is cool to see in the context of the game.
-If an apple a day keeps the doctor away....what happens when a doctor eats an apple?-
Yeah, nothing immerses you in a post-apocalyptic sci-fi battle for survival involving lasers and floating assault cities like a billboard for a luxury wristwatch.
And all I have to say about NFS Ungerground 2 is that it's the game that made me stop buying EA.
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I LIKE the fence. I get 2 groups to laugh at then.
Everyone thinks that they're immune to advertising. That's part of what makes it so effective.
Well I genuinely am.
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I LIKE the fence. I get 2 groups to laugh at then.
If the ads are done right they could be worthwhile in games.
http://www.magicinkgaming.com/
Depnds if the devs/publisher get money for having the ads and not being forced to pay to have the "sacred cow"(IP) in thier game.
Until lobbying is a hanging offense I choose anarchy! Stop supporting big media and furthering the criminalization of consumers!! http://zippydsmlee.wordpress.com/
So billboards aren't enough? Look for a McDonald's Healburger, coming to Azeroth soon!
Already had dew drinks lulz
Until lobbying is a hanging offense I choose anarchy! Stop supporting big media and furthering the criminalization of consumers!! http://zippydsmlee.wordpress.com/
Certain games benefit with those ads. I remember seeing ads during Counterstrike and if anything, struck me as an odd thing (and if it was something I didn't like I'd shoot it up), but games where it's more current and makes sense (IE Left 4 Dead) could work since...well it would add to realism (especially as time passes and new ads are added).
It won't benefit the products as much other than "Hey, I saw this after taking down a tank. I should try it out!"
The only thing that pissed me off about ads is it woudl be nice if them oeny advertisers gave went toward making the price of the gamer lower. Hell, all those adso n XBL could render it free, and Microsoft should make the service ,save for gamerpoint related stuff, free.
The real question is, do ads have as much impact as marketers think they do in the first place?
they want more money via adds and yet wont make the games cheaper bleh if modern warfare 2 has its way they may even put the prices up urghh
In-game ads are nothign more than a way to get customers to pay multiple times for the same game. If you don't mind getting bombarded with ads that only benefit the publishers in products you're paying for, whether you think it "ads to realism" or not (here's a tip, games are supposed to be reality), you're part of a very big problem. Wait until level design decisions are dictated around ad placement or when cutscenes include a paragraph of dialogue about product placement. If you think it won't happen, watch most modern TV shows because it already is there. You want to put ads in games? Make the games cheaper.
Parallax Abstraction
Ottawa, Ontario, Canada
blog.digital-lifeline.ca
Ads are good when they aren't actually ads. Just have your product being used by characters in cut-scenes or something. Not in a hokey way or something that calls drastic attention to it or anything. For example, Dante could have been drinking a Coke and eating a pizza from Dominos in the opening cinematic from Devil May Cry. You wouldn't make a lot of money from a scene like that, but it adds to making the world more believable.
Unfortunately, people don't seem to like it when games use the in-game brand recognition for Pepsi, as evident with Bionic Commando.
The Massive In-Game advertising system works for me, provided I'm not playing a game in medieaval Europe and being told to "Drinketh of the Sprite". If it's in context ,like the billboards in Saint's Row 2 or Burnout Paradise, it actually adds to the immersion and I found them quite effective (ie. I spent money on what they were advertising several times).
The other end of the spectrum is Axe Body Spray in R6:Vegas. Ugh.