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."
Comments
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
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
Ottawa, Ontario, Canada
Re: Are in-Game Ads Worthwhile?
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
Re: Are in-Game Ads Worthwhile?
The real question is, do ads have as much impact as marketers think they do in the first place?
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
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!"
Re: Are in-Game Ads Worthwhile?
So billboards aren't enough? Look for a McDonald's Healburger, coming to Azeroth soon!
Re: Are in-Game Ads Worthwhile?
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/
Copyright infringement is nothing more than civil disobedience to a bad set of laws. Let's renegotiate them.
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http://zippydsm.deviantart.com/
Re: Are in-Game Ads Worthwhile?
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/
Copyright infringement is nothing more than civil disobedience to a bad set of laws. Let's renegotiate them.
---
http://zippydsm.deviantart.com/
Re: Are in-Game Ads Worthwhile?
If the ads are done right they could be worthwhile in games.
http://www.magicinkgaming.com/
http://www.killatia.com/
Re: Are in-Game Ads Worthwhile?
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?-
Re: Are in-Game Ads Worthwhile?
Everyone thinks that they're immune to advertising. That's part of what makes it so effective.
Re: Are in-Game Ads Worthwhile?
Well I genuinely am.
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I LIKE the fence. I get 2 groups to laugh at then.
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
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?-
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
Well they did help win Obama the election....
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I LIKE the fence. I get 2 groups to laugh at then.
Re: Are in-Game Ads Worthwhile?
I doubt they contributed in any meaningful way, unless you subscribe to the idea that videogames brainwash registered voters.
Re: Are in-Game Ads Worthwhile?
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.
Re: Are in-Game Ads Worthwhile?
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?-