Bernie Stolar from Adsense For Games believes that in-game advertising is going to be very big. In an interview with GamesIndustry.biz, he reckons that by 2010 it will be a billion dollar industry – and that, by then, 80% of games will contain in game ads.
But he warns: “The demographics have changed. So the rules have changed. At the end of the day, we can’t p@ss off the customer. We can’t over-populate a game with ads. If you’re going to do that, you better give the game away for free.”
You can find the full interview at GamesIndustry.biz. Interesting stuff!
What do you guys think to in game ads? Do you think they will spoil games? Do you think they’ll be effective?
No Thanks.
Don’t want, don’t need and Won’t Buy!
Comment by GulfWarVet — Nov 16, 2007 @ 11:11 am
What he said. Not only will i not buy i make a concious effort to boycott the sellers.
Comment by Sparky — Nov 16, 2007 @ 11:14 am
Done properly, it can add to a games realism (i.e. The ad boards around the pitch in Fifa or around the track in F1 etc). I cant see Lara wearing a Pepsi jump suit, though a Ann Summers endorsed Lara can only be a good thing!
Comment by Gittie — Nov 16, 2007 @ 11:16 am
Well in game ADS will suck as retrieving ad data from external sources can and only will lead to more lag in game.
I for one dont really care tho as I will force all traffic via a banner / advert striping proxy like I do for all web surfing!!
But I SAY NO in the first instance! Has the online ad suppliers realised only idiots follow adverts and google makes all the money with the patents and especially with the patent recently filed for in game adverts !!!
FFS
Comment by komp — Nov 16, 2007 @ 11:17 am
Possibility also of making the game cheaper to buy or in the instance of free online MMORPG’s help pay for the servers running the worlds - cutting subscription fees or waving them away entirely.
The ad would only work in context with the game world - seeing advert for Crucial Ram within a billboard on World of Warcraft would be a slight eyesore, whilst seeing that same add in a modern day/near future setting wouldn’t seem entirely out of place.
Just a thought.
Comment by JohnSketch — Nov 16, 2007 @ 11:20 am
A bit off subject. but are we to expect new PS3 account images or do we hav to stick with the same old crud thats already there? Has anybody seen the acccounts images of different colourd turds? lol
Comment by E-role — Nov 16, 2007 @ 11:29 am
I don’t mind as long as we benefit from the extra revenue generated ie. cheaper games, free extra content, etc.
God I’m naive….
Comment by Dan (BBRodriguez) — Nov 16, 2007 @ 11:30 am
As has been said before, in context is fine, but the idea of big banner ads appearing on loading screens, etc.. no thanks!
For example, in a modern day setting sandbox game, if billboards had real adverts on, or a shop window full of tv screens was playing adverts, I think it would work.
Similarly, if I then took my character into a shop to buy clothes, having real branded products would be fine too.
As soon as the ads actually become intrusive and outside of the game experience is where I would want to draw the line though.
Comment by Greg — Nov 16, 2007 @ 11:43 am
I think, as many do here, that this wouldn’t even be noticable if done properly (well not conciously anyway).
After all games have had ads in them for ages now, just because they werent real companies doesnt mean they werent there…….GTA’s Crusty Cream Donuts anyone!!
As long as it is kept within both moderation, and the concept of the game I see no problems.
At the end of the day, if it does start getting silly, I think the rebellion of gamers would quickly restore the balance!!!!!
Comment by Johnny5_Hull — Nov 16, 2007 @ 11:50 am
Already avoid EA ad-ware because of this.
Will actively avoid games plagued with advertising. These companies are never happy. They’re already getting €60 -€70 of money for a game.
I can’t see companies being too bothered about quality once they can still make a decent ad-based return from a game once it sells.
Comment by Mick — Nov 16, 2007 @ 11:51 am
As has already been said, for certain types of games, mainly sports, then the ads simply add to the realism of the backgrounds as we’re so used to seeing the same ads on the television. Where it will become more invasive is in the games where you are in a non-metropolitan environment (i.e. on the battlefield). Of course product placement has been in movies for a long time, and I can only recall a few instances where it has been so obvious so as to cause a problem. However, we do only pay £7 for a movie ticket, whereas games cost a lost more than that.
Comment by Lee Richards — Nov 16, 2007 @ 12:05 pm
I really don’t see where is the prob with in games ads. Instead of having fake “acme” ads in games, you’ll have the ad of a company that actually exists… It doesn’t change a thing, except that it pays MMORPG and then you can make the MMORPG free (already tested successfully on some). For the other games not online, it’s kinda the same. Having a real logo instead of a fake one doesn’t change a damn thing. It’s just putting the universe of the game in parallel to ours, and making it even more realistic.
Comment by Jenny — Nov 16, 2007 @ 12:13 pm
Anyone who doesn’t have a problem with in-game ads is an idiot, a detriment to gaming and should be barred from owning a console - as well as reproducing.
I will not play games with advertising *under any circumstances*.
Comment by Neal — Nov 16, 2007 @ 12:15 pm
For sports games I think in game ads are a pro. They help add realism, as mentioned correct sponsorship on racing games e.g. Panasonic bridge @ Suzuka. So I think it’s fine so long as they correspond to real adverts. I really like having real life weapons in games like COD4 etc, and see no reason why populated area’s shouldn’t feature a normal amount of advertising. For games like Ratchet & Clank or Tekken etc then I think they are of no value, thus shouldn’t be there. So to sum up I like them for the realism they add, but if that game isn’t realistic then they shouldn’t be there.
Comment by Paul W — Nov 16, 2007 @ 12:18 pm
Why is this an issue we’ve been seeing ads in games for years (wipeout,tony hawks,ridge racer the list goes on and on) if the game itself hasnt been the Ad (Barbie games anyone?) I see it as good that these adverts are being focused on, it hopefuly means that in game adverts will no longer be on screen the whole game (zool) and may even mean we see more games companys springing up to take advantage of the new revenue. If any title overuses advertising they probably wont get a huge number of players and the adverts wont be seen by as many people so its going to find a balance quite quickly
Comment by setarcosp — Nov 16, 2007 @ 12:27 pm
I turn up at the cinema 25 minutes late to avoid the commercial reel, but it’s impossible to escape in-game ads/product placement. Take PES 08, for instance: the advertising boards around the pitch are fine because they’re real; but the ads in the menus? No ta, I’ve just paid £50 for you mate.
I hope it’s not a continuing trend. It’s all well and good getting a cheaper sports game or GTA installment - but does that mean games without advertising (say, those in historical, fantasy, or sci-fi settings) remain full price?
Comment by rooee — Nov 16, 2007 @ 12:38 pm
How about two versions of the game: one without ads at the full price; one at a much cheaper price but full of pesky ads. It would be like choosing between watching your favourite show on TV or waiting to purchase it on DVD (or perhaps that should be blu-ray).
Comment by reakt — Nov 16, 2007 @ 12:49 pm
EA Skate is a game where every skater is an advertisement for t-shirts, shoes, skateboards and other accessories.
There is even a dedicated Adidas store. When you leave the store, you get instructed to visit their website to look at more cool gear.
I really like the game, but I think that such a heavy commercialised game should be free, or with an option to disable some of the heaviest advertising.
Comment by Björn — Nov 16, 2007 @ 1:15 pm
Well .. if it make a product free, like HOME, of adds a nice chunk of change that is used to develop a game further I am all for it. I fondly remember the Red Bull ads in Wipeout. However, if the game is bad and has in game ads expect a slight backlash. Another cool offset would be to have a tier of ads for game gamers themselves
.. many things can be done in that aspect.
Comment by SectionZ — Nov 16, 2007 @ 1:17 pm
@17
I like that idea. We’d soon see if people are willing to shell out for their principles!
Comment by rooee — Nov 16, 2007 @ 1:19 pm
I don’t understand why greedy weasels like that guy think ingame advertising is such a natural thing.
Ads should only accompany free stuff as a means of support. When I shell out 60$ for something I sure as hell am not paying to get the same lame ass commercials that drove me off watching TV.
Comment by Kamiboy — Nov 16, 2007 @ 1:28 pm
Movie style product placement is obviously the way to go - some will always complain, but I’m all for a more sustainable games industry off the back of elegant, non intrusive advertising.
One of my favourite sayings springs to mind - if you are not a rebel at 20 you have no heart, if you don’t sell out at 30 you have no brains. You might not like the advertised product - so - don’t - buy it ! Don’t let that stop you getting the game.
Comment by Mr Jimmy — Nov 16, 2007 @ 1:35 pm
In game ads suck, unless the revenue will be passed on to consumers (games will cost less). But that will never happen, so NO to in game ads!
Comment by Lesley — Nov 16, 2007 @ 1:51 pm
If it’s done tastefully and for the right amount of money, I think that they should NEVER put gratuitus adverts in games. Don’t sell out developers! Your art should not be compromised.
Having said that, in simulations like motor sports or sports in general, then that is fine as it’s part of what we are used to ( though I would prefer that they didn’t ), but I really don’t want to see adverts in RPGs or FPS. That would really suck.
As reakt said, give the consumer the choice. Free with adverts or Paid with no adverts at all.
Comment by Savage — Nov 16, 2007 @ 1:55 pm
What companies fail to understand is that unlike television, movies or sporting events, video game players have the power to simply flip off the game at the point that they feel annoyed by a particular element. I see in game advertising as another straw on the camels back. If too many companies pile their straw on… That poor camel
Comment by Justin Bailey — Nov 16, 2007 @ 2:26 pm
No, just no, unless the game is free.
I won’t buy and will actively boycott games with forced ads.
Comment by Michal — Nov 16, 2007 @ 2:27 pm
Obviously they are needed in sports games to make them as much like a simulator as possible but i think they can work great in any other games if they are done propperly it adds to the atmosphear and realness, I think they would work great in GTA, but no way can they be over done and the need a range of companys to tkae part not just one or two.
Comment by BENNE77 — Nov 16, 2007 @ 2:39 pm
If in-game ads are going to be well-made and fit in context then I don’t have a problem with it. I expect to get something for being subjected to it though.
In-game ads like those that appeared in Rainbow 6 Vegas disgust me. Flying over Vegas with huge grainy Axe ads pasted in. If a developer was going to put 300 foot billboards made out of low quality jpeg images into a game, I shouldn’t have to pay the full $60. In fact, after seeing that, I won’t be paying anything at all if I hear a game has things like that.
Comment by Trev — Nov 16, 2007 @ 3:09 pm
Well, I approve ADs that let you feel more inside the game. Like the ads in a soccer game, or if you are in new york city, the ads from the big avenues.
But to have banner, or ads that contribute with lag…no man..I wont buy that game ever.
Unlesss thay cut the price WAY too much on the game..or for a free MMORPG like someone said.
Comment by sebastian — Nov 16, 2007 @ 3:50 pm
if we get summat in return then bring ‘em on.
if we dont then keep ‘em.
same with most things in life.
Comment by d33p — Nov 16, 2007 @ 3:52 pm
As long as:
a) they are subtle
b) the cost of the game is reduced accordingly
Then I have no problem. Otherwise, take a hike.
Comment by Mark — Nov 16, 2007 @ 4:51 pm
I think anyone who listens to Bernie Stolar needs to do some serious research on his history.
Comment by tearsofash — Nov 16, 2007 @ 4:57 pm
I think that in- game ads if done correctly could be productive. it increases product awareness and exposure to an entire demographic of consumers. It can make games less expensive (not online gaming as I hope it will remain as ps3 is currently FREE) and possibly not be censored the way tv is I.E. Budweiser commercials always get dumped. However, they cannot make the gameplay degrade or it will thoroughly piss off entire sections of the gaming community.
Comment by Lestat — Nov 16, 2007 @ 5:00 pm
Must Daz Ultra or Yellow Pages spoil the last bastion of (relatively) free advertising that’s left? ie. gaming?
No, Sony, no.
Don’t even think about it!
Comment by Zed Zee — Nov 16, 2007 @ 5:32 pm
What interests me about this discussion is that no one has brought up the reason we’re even debating in-game advertising. Games are becoming more and more complex in all areas, and this means they require more time and resources. In-game advertising is one way of tackling this problem… don’t get me wrong i’m not a fan of the idea but the base problem needs addressing. The best way to tackle a bad idea is to come up with a better one.
So come on people - what have we got?
Comment by El Stefio — Nov 16, 2007 @ 7:32 pm
Ads are annoying. Like in Smallville, that show has ruined itself with this BS . Yaris owns the FN show, a character even once said “thank you Acti-view” .If this happens to games it would just sucksucksuck.
Comment by 2Madre — Nov 16, 2007 @ 7:44 pm
I seriously don’t care about in-game advertising. It actually adds more realism to the game, since real ads are better than those fakes ads added in Midnight Club and Grand Theft Auto (well, the Grand Theft Auto ones are humorous, so it’s all good).
And advertising is necessary, especially for the PSN too keep the service free. Look at Nascar. Do people seriously give a crap about the sponser images on the race cars?
Comment by Dehshizknight — Nov 16, 2007 @ 10:15 pm
in game ads is why ps3 home is going to fail. I’ll take xbla over viagra ads anytime.
Comment by euro$$$$$ — Nov 17, 2007 @ 1:12 am
I just recall in certain games, such as the early Splinter Cell games where ingame branding for a certain brand of phone was painful. Even more so was in Chaos Therory where the lead character was continually chewing “Airwaves”. We pay good money for this software so I don’t see why we have to be bombarded with advertising, unless like the guy says they want to give the games away for a lot less money.
Comment by Terry — Nov 17, 2007 @ 11:30 am
I was hoping that the in-game advertising in Fight Night Round 3 was the lowest the industry was prepared to stoop.
Comment by Mothra — Nov 17, 2007 @ 11:51 am
I really don’t mind having ads in my video games as is effects the price of the game I am buying. increased ad revenues by companies usually means cheaper products for the consumer. If I’m in-game and i can’t turn a corner w/o seeing an ad, and i paid 50+ dollars for it, thats just plain unacceptable.
Comment by DJWu — Nov 17, 2007 @ 3:37 pm
RESISTANCE 2 bought to you by PEPSI MAX-MAX-MAX-MAX!
is the sort of thing to avoid i feel, in games adverts have been there since day one. and are already in some ps3 games. it’s only going to be a problem if developers get greedy, sure, give us a new DHL van to drive in Motorstorm etc for free but just don’t get in our faces with it.
but then i’m asking the advertising industry to be subtle…..
nuke Shoreditch NOW!
Comment by mobiletone — Nov 17, 2007 @ 3:44 pm
Bring em on. If they’re not to in-yer-face and kinda relevant then they wont stand out and distract from the game too much. Hopefuly the advertisers will take a hit on some of the cost and make the games cheaper. I ignore most adverts on tv etc anyway so im quite happy to ignore them in games too if its gonna lower prices.
Comment by PJ — Nov 17, 2007 @ 10:30 pm
If ads will be enough to secure more exclusives and to stabilize game prices, then sure. But if games continue to price higher and higher every generation along with being multiplatform and increased amount of ads, then hell no. In game ads are a good method, but can be abused in the wrong way.
Comment by Robert — Nov 18, 2007 @ 6:57 am
If it means games go like 20 euros a piece and we are talking about billboards or character’s stuff (actually pretty realistic this) and not some commercial intervals in the middle of the game, then we are good to go! Bring’ em on!
Comment by TopGunZ — Nov 18, 2007 @ 11:20 pm
Hopefully most of the advertising will be in casual games - like those crap flash things people seem to like playing at work.
I can’t see them growing much in console games. Imagine a Drake scene downing a Solo after a jump down a waterfall or something … no thanks. Or Clank muttering something about ‘oils aint oils’.
Comment by MPZ — Nov 19, 2007 @ 3:48 am
It will be a disaster for the industry. If ingame ads take off and start making big money then it is game over for the games industry imho. Think about a publishing company that can fund one game but they have two games up for submission. The first game is a completely original title with inovative gameplay, but happens to be set in such a way that ingame ads are not practical. The other game is simply a rubbish Football game. The publishing company will go with the Football game simply because they can put loads of ads in. So this is my long winded way of saying that this will be bad because it could impact what games we get, in the future we might only get games that they can put ads in.
Comment by Mark Thompson — Nov 19, 2007 @ 2:41 pm
I would be totally fine with that if the consumers got to pay less for games. I remember the story of cable TV. The big lie was that we wouldn’t have to have commercials if we paid all this money. Look how that turned out!
Comment by Chase — Nov 19, 2007 @ 6:36 pm
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