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As advertised: Dead to Rights targets 17-and-ups
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.
Sony wipes out interfering ad from WipEout HD
Sony has removed a controversial in-game ad from WipEout HD, which slammed the hover brakes on the futuristic racer by increasing load times. A Sony representative informed GI.biz that the commercial was removed while the company attempts to make sure that ads do not affect gameplay. The obtrusive commercial was part of a new deal between Sony and Double Fusion, an in-game advertising firm. It's definitely not a good sign when the first ad out of the gate ends up being a picture-perfect example of consumers' worst fears about in-game advertising.
Double Fusion slows down WipEout HD with ads
The latest WipEout HD patch did more than just add Fury content to the game. No, it also introduced advertising courtesy of Double Fusion, "the leading in- and around-game advertising and gaming audience network." While in-game ads are nothing new, the implementation of WipEout's ads are causing quite a bit of grief for PS3 owners. Why? They slow down the game significantly.Players have become accustomed to load screens, but now they must also wait for an advertisement to play before beginning a new race. As demonstrated by a user-captured video, the standard load time for WipEout HD is about eight seconds long. If an advertisement plays, the load time increases more than twofold: to nineteen seconds.Most in-game advertisements appear as unobtrusive and non-interactive billboards. However, slowing down a game's performance to present ads in a program gamers have already paid for is far too intrusive. Jonathan Epstein, CEO of Double Fusion, stated that "Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level." It's unfortunate that we have to wait while that new level loads.[Thanks, Chris!]
Double Fusion in-game ads expand with THQ, SEGA, Eidos and Midway
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.
2008 Worlds in Motion Summit schedule announced
The 2008 Worlds in Motion Summit schedule has been announced, along with a synopsis of this year's speeches and panels. The conference on virtual worlds and social gaming will be held on September 16th and 17th, during the Austin Game Developers Conference.Worlds in Motion bills the 2008 Summit as a conference geared toward those who wish to better understand the business opportunities offered in the expanding social game networking space, and who plan to leverage their content and brands into interactive online worlds. Early bird registration ends July 31st; details can be found at the Austin GDC homepage. Read on after the jump for highlights of the upcoming 2008 Worlds in Motion Summit.
Sony, Double Fusion sign in-game ad deal
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."
CoX In-game Ads: The wrapup
DJ Shecky: I think this is a good spot for us to collect our thoughts, and go over and make sure that we've covered all these questions before we start to wrap things up. What about you guys?Brian: Sure.Lighthouse: Sounds good.DJ Shecky: Gentlemen, I think we were going to give everyone a thirty-second wrapup time. Is that right, Templar?DJ Templar: Yeah, that sounds about right.Brian: I'll do my best to only take thirty seconds. I really appreciate you guys taking the time to put us on the air and talk direct with the community and be able to answer their questions. One thing we did want to confirm with everybody is that this is definitely a post-Issue 12 launch. We'll do some testing in the closed and open beta of Issue 12, but our intentions are to go live sometime this summer with the in-game ads. And I just really want to thank our community for continuing to support us, and trust us. And we're doing our best to continue to grow the development and resources to better support their game and improve the game, and we're just real excited about the future of City of Heroes, and all the things we have planned. And we look forward to the next few months where we'll be able to disclose a whole lot more about those plans.Positron: I'm happy with everything we've done today. I'm glad we had an opportunity to talk with you guys, and answer these questions directly that the players have had. I'm also happy with the way this has been received on the forums. I was kind of steeling myself for today, because I was really unsure of how the majority of the community was going to react. Because we have tried to make this such a friendly addition to the game -- allowing players to opt-out if they just do not want to see any ads -- we wanted to make sure that message was clear. And it was apparent from what we saw on the boards that yes, we did make that message clear, and that yes, we are going to reinvest all of this money straight back into the game, and that a lot of players are actually in favor of this addition.Lighthouse: And I think also looking at the piece that was really well-recieved was making sure that this really is immersive and adds something to the game. At the end of the day, City of Heroes and Paragon City, and sections of the Rogue Isles, they're cities. And I think we're working hard to make this come off right, and make it a fun addition to the game that people will look back and enjoy and kind of go, "why were we so worried about that? This is kind of fun!" At least that's our hope, and we're working hard to pull that off. And as Brian said, to maintain your trust and your support in the game that you all enjoy and that we love to make.DJ Templar: Well again, I want to thank all of you guys for coming out, and I hope this went a long way to clear up some of the lingering questions there have been about today's announcement. And I expect the discussions will continue on the forums for quite a while longer.DJ Shecky: Positron, Brian, Lighthouse, thank you all very much for doing this, and doing it with us. We'd love to have you back any time that you guys want to make any sort of announcements, or if you just even want to say hi.Brian: We absolutely enjoyed it. Thank you for having us.Positron: Yes, this was awesome. Thanks.Lighthouse: And we know that people are really looking forward to Issue 12 information, but there's still a lot more things to talk about with Issue 12. And thanks again to The Cape, and DJ Shecky and DJ Templar for having us on today. - - - So there you go: a full transcript of The Cape's interview with NCsoft. As we get more information about in-game advertising -- whether directly from NCsoft, through a third party, or via Issue 12 -- we'll let you know. Until then, thanks for reading Massively. Now go out there and kick some spandex-clad butt!
NCsoft answers your questions about in-game advertising
As promised, we have a full transcript from The Cape's podcast covering in-game advertising. Be warned: at 44 minutes of speech, the transcript is huge. To make it easier to digest, we've split the transcript into 7 discrete sections. So that it's easier to follow, the DJs have their speech in black text, while Matt "Positron" Miller shines with the heroic green glow of his alt's Radiation powers. Brian Clayton -- NCsoft NorCal's Studio Manager -- is a cool blue presence, and Lighthouse isn't only a Red Name, he's got red speech. So, without further ado, here you go: the full transcript of Friday's interview.
CoX In-game Ads: Opting in for reinvestment
DJ Templar: Gotcha. One of the pastimes with some of the people on the forums has been taking the monthly fee that each person pays, the current total subscriber count that's been reported, multiply that, and say "okay, NCsoft has got (x) amount of money. Why on Earth do they need more?"Brian: So more money equals more reinvestment, right? For anybody that's taken any Business 101, you take a set percentage of what your revenue is and you reinvest it into the product. The great thing about in-game advertising is we're not just taking that percentage and putting it back into the product, we're taking the entirety of what in-game advertising generates and putting it directly back into the dev team. And that's why it's such a huge win. So of all the math that you work out, I would say that most companies probably only put 15 or so percent, but NCsoft invests well above that into all their products, and to have 100% of the in-game advertising come back into the development team is really a huge win.DJ Shecky: We'll go along that same line. First off, if we opt out, do you guys lose that ad revenue entirely?Brian: We absolutely do. But at the end of the day, it's more important for us to have our players have an experience that they enjoy and they're comfortable with. And if that means that they don't like the way that we've implemented in-game advertising, more power to them. They should feel comfortable to turn that off. And for those that are comfortable with it, like I said, it'll be a win for all of us, and we'll be able to grow the game more quickly and reinvest in the game more quickly. And I'm really not trying to make anyone feel guilty. This is their decision: we're 100% comfortable. We're not going to encourage customers to do this in-game advertising. This is just a decision that they need to make on their own. And like I said, if we do this right, I feel that we're going to bring a little more life to the city, and make the world feel a little more dynamic than it currently does.Positron: And I think that reiterates our statement on why we want to do it. Obviously, if we do this really well, and the ads are immersive and add to the gameplay experience, then people don't have that reason to turn it off, so that onus is back on us to make it work out really well for everybody involved.DJ Shecky: Excellent. And also, somewhat along the same lines, when you see the ads -- and if you put your mouse over them -- are they going to be clickable, or is it just an ad that's just going to be there and static, or is it going to pop up a web address for you to go and visit that company's product?Positron: No, the ads are not clickable. We're only measuring impressions, which is the view time, and how much of the ad you're seeing.Lighthouse: So that ads should work just like they do now, it's a texture: you'll see it as you go flying on by, and it won't have any ... if you're teleporting, or something, and you click on an ad, it's going to act just like it would now, and not change any of your mouse functionality or anything like that.DJ Shecky: Alright. One more followup on that same sort of thought. Knowing that it's going to be a viewable item. I know myself that I've got a number of friends that have to lower the actual graphics settings, and a lot of the ads turn out rather blurry, and we can't tell what they are, etcetera. Until I got a new card, I didn't know what half the billboards said in there. Nowadays I get a good chuckle out of them. How is that going to affect everything if somebody opts in?Positron: I'm not exactly sure. Again, I can grab a programmer on that one. But I believe we do the same sort of draw distance thing, so if it's beyond a certain distance, and it's an illegible ad, then it basically doesn't count.DJ Shecky: Okay. That makes sense to me. Templar?DJ Templar: Speaking of the opting in and opting out, right now it's basically up to the player to decide whether they want to see them or not. And this actually did come up in the forum discussions today. Is there going to come a point where -- if the program is so successful -- that you're going to say, "you know what, the vast majority of players are opted in, there's really no need to have this toggle anymore, so we're just going to make this the default, and there won't be any more option."Positron: I've always been a proponent of the opt-out feature. I really strongly feel the opt-out feature needs to be there for our players to have the experience that they want. And this feature is not just for us, it's for our players, as well. They want an immersive game, we can give them ads. If they don't want advertising -- and there's a lot of players out there who just refuse to cater to advertisers -- that is what this feature is for. We don't want to lose them as a player.DJ Templar: Okay, so the opt-in feature is going to remain, regardless of how successful the program is?Brian: Yeah, that's correct. And I think Matt and I on that question were both looking at each other because we both 100% agree that this always should be an opt-in opportunity. And we're very comfortable with that from a business perspective.Lighthouse: I was going to jump on there to reiterate what Brian and Positron are saying there, that in the original statements -- if you go back and read through what we were talking about in the text stuff -- that's part of the reason why this took the time that it did, was to find the partner that would allow us to do the opt-in/opt-out solution, so that's a pretty central piece in the whole thing in making it optional. And when you hear it from them that it's not going away, you can feel good that it's not going away. Who changes the marquees in Dark Astoria? ==>>
CoX In-game Ads: The bandwidth/revenue equation
DJ Shecky: Do you guys have an idea yet of what sort of bandwidth consumption this is all going to wind up taking?Brian: So we're still running tests, but everything we've seen so far is that it's negligible. You really cannot see the difference. We've run tests on dial-up connections, we've run them on DSL connections, cable modems, and so right now, everything looks really positive, but again, that's where the opt-out comes in handy, that if -- in some rare circumstance -- there is some sort of bandwidth hit, they can opt-out, but I really do not forsee that being a problem whatsoever.DJ Shecky: Templar, I'm sure you have another question for them.DJ Templar: Yeah. If we could get back to the community-generated content for a sec, Tony V. from Infinity posted on our forums to ask about if it would be possible for you to go into some more detail about how it will be used compared to the revenue-generating content, if there is going to be like a set amount of space set aside for community content, or if it's going to vary depending upon demand from actual paid content, and whether you guys have worked on any ratios, or how that's going to work.Positron: Well, as far as I know, we haven't actually set any sort of ratios for that ... all of the community-generated stuff. We definitely want to put it in the rotation of the ads that are presented to the players, but I don't know what the ratio of what it's going to be is.Brian: And I expect actually that ratio will be changing. Depending on where our official ad pipeline is at, at times you'll see a lot more community stuff being run, and other times you'll probably see more paid for being run, but you'll always see community ads being run in some capacity.DJ Templar: Okay. Are the existing in-game ads -- the Chris Jenkins, the City of Gyros, and that sort of thing -- are those going to be going away if you're opted into the new initiative?Positron: No, they'll be put in the rotation with everything else.DJ Templar: Oh, okay. One of the questions that I've been asked a lot -- especially with regard to the community content -- is "oh my God, how much is this going to cost?" Is there going to be a different price structure for player content as opposed to corporate content, or is that a yet-to-be-determined sort of thing?Brian: So we're still working all these things out. My intention is not to charge from a community perspective for those sorts of things. But I can certainly see where people want to post anniversaries or things like that, and certainly you need a barrier to entry to do some things like that. We'll look at it, but certainly the intention here with in-game advertising is we'll make some revenue here from the advertisers, we'll put it directly into the development team to further improve the product, and all the community fun things that we have planned will just sort of be additive fun things at the end of the day.Lighthouse: And I think one other thing to mention with anything that's coming in through the community is going to go through the same review process that the regular ads are going to be going through the team here and making sure that everybody has buyoff that this is an immersive thing that looks good in the game, it's appropriate for what we want to have out there on these billboards, so it'll always fit.DJ Shecky: How often will the ads be rotating? If you zone out, and then zone back in two minutes later, are they going to be different? Or if you turn around, are you going to see a different ad? Or are two people going to look at the same billboard and see two different ads?Positron: I'm actually not exactly sure on how that works. I can grab a programmer here in a minute -- probably in the next break -- and get you a better answer on that one. But I believe it's served per-client, so different clients will possibly see different ads, and we also ... Double Fusion makes sure that you don't see the same ad over and over and over and over again, so there will be a variety so you won't just see the same single ad on every billboard in the zone.DJ Templar: Speaking about revenue, the initial announcement states that all the all the revenue generated by ad sales in this program go towards City of Heroes development, City of Villains development, and there's been some people that say "well sure it is, it's being used for all sorts of that we have no way of knowing." So if you could, just reiterate for us where this money is going and how it's being used.Brian: I'd be happy to. So, we certainly don't want ads in our game for the sake of just having ads, right? And so it was very important that we were able to sort of work with the executive management within NCsoft to ensure that every dollar that is coming from in-game advertising be contributed directly back to the development team. And what I like about this is that this is really one of the few -- maybe the only -- opportunity for players to directly contribute to the development team's budget without actually having to open their wallet. And so, if we do everything right, and we implement things in a way that is seamless and immersive and additive to the overall feel of our current zones, then I think this is going to be a big win for the community and for the dev team, and we're going to have a lot more resources to work with, hopefully, and bring you guys cooler and more content.Positron: Yeah, I would love to do like I did with the wedding pack and be able to point out features that the advertising revenue has bought you guys. And we'll see exactly how that is going to work out in the future.DJ Templar: I think there was something on the forums about how revenue from the wedding pack helped make the VEATs a reality. Is that accurate?Positron: Accurately, what happened was we had originally scheduled them for Issue 13, but because of the wedding pack sales, we were able to fast-track them, and put some more resources into them, and get them into Issue 12. Breaking down the revenue equation ==>>
CoX In-game Ads: Selective placement, self-promotion
DJ Shecky: Somebody posted this one up on the Cape forums. Obviously there's a limited amount of places that ads can be placed in the Rogue Isles, etcetera. Are you going to be adding in more billboards? For instance, one of our DJs actually mentioned in our private chat, and I saw mentioned it out on the board, Steel Canyon you can see with a lot more billboards put in it, whereas some place like Croatoa doesn't really have space for billboards, etcetera. Is there an idea to go ahead and make more ad space?Positron: As we see how the revenues coming in from this, if we need to add more ad space, we will add billboard space, but we will only add it in logical places. It's not like you're going to be right in front of City Hall, on either side of the entrance door will be 90 foot high billboards. That's not going to happen. We may add billboards to the tram stations, because there currently is no real advertising space in the tram area, so if we're going to add stuff, it's going to be in a logical place, and it's not going to be obtrusive. The whole thing with the ads is immersive and unobtrusive.DJ Templar: As far as the ad placement goes, are we going to see ads displayed during the loading and splash screen?Brian: We have no plans to do that right now.DJ Templar: Okay. And also, kind of along the lines of placement -- and this kind of dovetails into the immersion aspect, as well -- City of Villains, the Rogue Isles, is in some places, a very dilapidated, rather dingy, darker feel, and it was designed deliberately so, so it has more of a decay going on in the environment, and some people are wondering, "well, this is also supposed to be like a dictatorial zone, this isn't really a place of freedom and expression and that sort of thing." What kind of adjustments are going to be made as far as the placement of certain ads to retain that overall feel of the Rogue Isles?Positron: So I know that Ken Morse, our Art Director, really has strong feelings on this, in that he wants the ads to match the zone that they're in. And if we need to dirty up an ad texture in order for it to match an area, that's something that we will bring to the advertiser and say, "you want to advertise, but we need to do this to your ad. Are you okay with that?" We don't want a nice big bright ad in run-down parts of Mercy. That breaks immersion, it becomes obtrusive, it goes outside the realm of what we're trying to do.DJ Templar: This is kind of an aside, but are you going to allow currency sales and gold farming companies to advertise?Positron: I have sign-off on the ads, as does Ken, as does Brian, and Ross, and I say no to any sort of real-money transaction companies right off the bat.Brian: I agree.DJ Templar: We'd asked some technical issues, and I believed it was Matt -- if I'm not mistaken -- who went to hunt down a programmer there to get some answers. And I think it was about some texture-related things, as well as how frequently or how often the ads would refresh. Were you able to get some answers on that?Positron: Yeah. Basically, the answer to the texture question was correct that I gave. It does affect the ads, so if you lower your texture quality, you will see lower quality texture on the ads, so you don't need to worry about performance hit because of that. The other question was who sees what and when, and whether players will see different ads, different players. Since it's all client-side, yes ... depending on how we're serving the ads, it is possible that players will see different ads in the same ad space on different computers. It's all being served by the Double Fusion servers, and so they just basically make sure you're seeing a fresh ad, and getting you that. And we do load the ads on zone loads, so once an ad is an ad, it's an ad for the entire time that you're in the zone. But upon rezoning -- you know, going into the mission, exiting out, reloading the zone -- it may change.Lighthouse: One thing to kind of add on that in talking with the tech guys earlier, we were talking about bandwidth issues and performance issues, anybody who's listening to what Matt was just saying might think "oh, I'm going to have to do more stuff when I'm loading in a zone." One thing to reiterate is that the textures of the ad are cached on your machine, so you're not going to have to reload them, per se, or use more bandwidth, or download them.DJ Templar: I think you said that if people are opted out, then that download does not occur, period. Is that correct?Positron: Correct.Lighthouse: Yeah.DJ Shecky: Okay. We actually got a question in here, and I'm going to paraphrase it so it makes a little bit more sense for the general public. We know that we've got a large user base, especially age-wise. Some of the older people might own their own business, etcetera. Would they be contacting you guys, or Double Fusion, if they wanted to actually opt-in their companies, their actual, physical companies, for marketing in-game.Brian: Double Fusion handles all of that, and I believe that, in the press release, their contact info is right on that press release, so they can talk to them directly and see if they can work something out with them. Quis custodiat ipsos custodes Who's keeping an eye on the content? ==>>
CoX In-game Ads: How to make 'em, where to see 'em
DJ Shecky: Alright. And as a followup to that, I had a couple of people -- namely one of our other DJs -- had come up with the thought of "is there going to be a separate little piece of software that's going to be installed for targeting the advertisements?"Brian: There is an SDK installed, but it's not gathering any personal info. It's really just there to serve the ads, to cache the ads, so that it has little to no impact on the bandwidth that's being used, and that's really all that package does.DJ Shecky: Excellent. Templar, why don't you go ahead and ask your questions.DJ Templar: Kind of in line with the data collection question, how is this being tracked in terms of ... is it literally like a billboard in real life, where someone who pays for space really doesn't have a clear idea of how many people who're seeing it, or is there going to be something in place that indicates how much traffic, like nearby traffic, a particular advertisement gets?Brian: Well certainly it's handled differently by different advertisers, and with different products. Certainly, in the MMO space, we have a few more advantages to sort-of real-time track who's viewing billboards than we do in offline packages, so we will look at how much of the ad is shown on a screen, how long it's looked at, those sorts of things. But again, that's sort of looked at as an aggregate number, not necessarily on a per-customer number.DJ Templar: Okay. Shecky, what do you have?DJ Shecky: Alright. I've seen this mentioned on just about every forum on the City of Heroes site, and on our own forums, and that's with the idea of player advertisements for player supergroups and etcetera. What's the cost going to be, and how would people go about sending you guys doing it ... how would they get their ads placed onto these billboards?Positron: So the players will be able to make their own ads and send them to us, and in the beta test we're going to be using a lot of player-generated ads that we get. And then, as we move out of beta and move into the live stuff, we'll most likely have contests where players can submit ads, so we'll definitely pick winners from that and get their stuff. And I believe on our forums is a link to the size and color limitations that we have for the advertisements.DJ Templar: Yeah, I saw that.Lighthouse: On the player submissions form, there's the details, the specifications and the ratios for the pieces that can be submitted, as well as the submission address to send them in.DJ Templar: I've been trying my best to follow the main thread on the official boards discussing this announcement, and one of the issues that's been brought up is ... if it starts with the in-game billboards, where might it go from there? And some people have mentioned the slippery slope concept that this is simply the beginning of a much greater ad presence in the game. What sort of plans are there to expand beyond using current billboards?Brian: I wish I knew the answer to that question. The truth is that we're just looking at swapping out the current ad placements -- our fictitious ad placements with real-world ads -- certainly we could look at other opportunities and find other interesting ways to make the game a little more fun through advertising, but really that's not where our heads are right now. We want to take step 1, we want to look at how this is received by the community. We want to make sure that we can make good, and that we can ensure this is immersive, and not intrusive, and I think once we have a stable platform for that, we'll open up some ideas to the community to what else they might be interested in. But right now, the model that's proven is just flat-texture billboards working in online immersive worlds, and that's where we'll start. I certainly am very open to the fact that that concern would be out there within the community, but I hope that we're continuning to build trust with the community in the fact that we're really up front with our business initiatives. When we comment about features that are going into the game they actually do make it into the game. A lot of times that may be received as not giving out enough information, but we really want to be up-front with our community, be as honest and transparent as we possibly can, and hopefully continue to win their trust and confidence in the way that we want to grow the game.Positron: I think that our players have a valid concern with where we're going to go with this, but they also should look to us to ... trust us, because we want to make the game immersive, and not exploitive. We don't want the players to be bombarded by ads every which way they turn. We want it to be a nice experience for them, not a turn-off.Brian: And I should also say that going forward, we expect that anything that we implement with advertising revenue attached to it we fully expect to be an opt-in or an opt-out situation. So players will have the ability to pick and choose what level they want to participate in with these initatives.DJ Templar: Would any game content be linked to any of the advertisements, in the sense that -- if they did opt out of seeing the ads -- they would miss out on any part of the game experience?Positron: No. We don't have any plans for that.DJ Templar: Okay. What about the zones that lack billboards? I think ... I'm pretty sure that Croatoa, for instance, doesn't have any billboards, but I could be wrong. Is that simply going to be an ad-free zone, or are there going to be some modifications made to accomodate, or how is that going to work?Positron: Initially it's going to be an ad-free zone, but we'll see how things are going, and if the players seem to like the way the ads are working, and it's not really immersion-breaking, and they're working for players, then we can start adding some billboards in logical places in the zones that don't have them.DJ Shecky: Something I saw a lot of people mentioning throughout the day today is on the opting out. There were a lot of questions about opting out, from whether you can opt out and opt in at will -- say you want to try them, then you decide you don't want them, then you decide you do want them -- are you going to be able to switch in and out with that, and when you do opt out, does it just prevent the ads from being seen, or does it stop everything from downloading to the actual game client?Brian: So the current plan right now is to let people opt-in and opt-out at will. And if you're not opted in for the in-game advertising, you'll currently see the same fictitious billboards that you currently experience in the game.Lighthouse: And I can comment further on that. I was talking with our tech lead about that and actually answered this question on our forums earlier today, in that when you opt out, it actually is bypassing all of the ... the game client is not using the Double Fusion code and technology, so ... really, and they're very conscious about bandwidth and performance usages, so from that standpoint, there wouldn't be any extra bandwidth going on, because it's not even going through that code path. Balancing CoS increases with QoS needs ==>>
CoX In-game Ads: Content control
DJ Templar: One of the concerns that some people have whenever advertisers have a financial stake into a particular company or a particular venture is how much control they can exercise with their wallet, basically. And some people on the forums have expressed concerns that, in a way, we would be giving some of these advertisers power over the game. That if there was some particular content that they didn't like, or if they objected to something, that they would be able to basically wield their stick and affect change in the game world. And I was just wondering how you guys would address that if advertisers did object to a particular piece of game content.Brian: No. They have no say in any of these ads. And, frankly, if they're not happy with the way something is performing, we're happy to work with them -- they are a partner in this opportunity -- but at the end of the game, the most important thing is immersion. And I think you'll just hear that over and over again, and you guys will see it once we get all this plugged into the game and you can see it for real. But in no way can they have any impact on our players' game experience, or really the overall immersion and feel of the game.Lighthouse: And I think, just to pile on with that, there is also the creative control, and what's going in to the game, because I've seen that question tied in here, as well. And I think to reiterate what Brian is saying, they're not going to be ... no advertiser is going to be saying "oh, well, you can't put Psi Blasters in, why would you ever do that?" So no worries on that side.DJ Templar: Speaking of advertisers, you did mention that -- because City of Heroes/City of Villains carries a Teen Rating by the ESRB -- certain more mature advertisers such as tobacco companies and alcohol and that sort of thing wouldn't be included. Do you have -- I know this is early days, yet -- but do you have any ideas about what sort of companies you would be especially interested in having in the game, or is that not something that you guys have really touched on yet?Positron: It's not really something that we've touched on yet. We want to see what advertisers are brought to us by Double Fusion, so that we can basically choose what's going into the game.Brian: As far as preference, I'm less worried about the preference about the actual advertisers than I am about the content that they provide us to show in the game. Again, our focus is making sure we don't break immersion, and that we really support the look and feel that we currently have going on in the game.DJ Templar: So -- and this is certainly speculation at this point -- is it conceivable to see advertisements for movies, or even for other games, for other computer games?Brian: So again, we control that content. I don't have interest, really, in promoting any games outside of the NCsoft family, but certainly we would consider movies and some of those opportunities. I can go down the list: cars, automobiles, beverages, you know, those sorts of things. We'll see what we're presented with, and I think -- when we get a good sense of the types of advertisers that are interested -- we'll be more than open in sharing with the community the options that we're looking at. And, of course, they'll see them in-game, and we'll learn sort of through who's opting in and who's opting out what's working and what's not. But like I said, I think is pretty much a situation of either you're not bothered by in-game ads, or you are. And ... I have enough confidence in Matt, and Ken, and the team here to really ensure that we're keeping to the integrity of what City of Heroes has been up to this point. And we're not going to do anything to push people from the creative perspective into opting out. This is just really a personal preference, and we're happy to allow our customers to make this decision.DJ Shecky: We know that it's going to opt-out, that we have to go in and turn off the option. Is this going to be ... I'm assuming, initially, it's going to be on a per-character basis. And if it is, is there going to be any way down the line to make it on a per-account basis.Positron: So one of the Quality of Life features that we're trying to get in for Issue 12 is to give you the ability to save all of your preferences locally, onto your hard drive, and then reload them per-character. And, of course, your opt-in/opt-out would be one of those preferences. We're trying very hard to make sure that this makes it into Issue 12, but I can't guarantee anything. So there, I gave you my little Issue 12 tidbit.Lighthouse: So I'm writing that down as "future promises we must keep."Brian: Whoops!Lighthouse: But of course Matt already has that.Lighthouse: There was a question earlier that we were talking about, during the break, about animated ads. Whether or not they were static or ... yeah.DJ Templar: Yeah, is there going to be a possiblity of having animated ads: either in the form of rotating billboards that you see nowadays, or even, say, something along the lines of a movie marquee, or something like that?Positron: So initially we're just going to do the static image ads, and the animated texture stuff is actually very difficult for us to do. Not going to say impossible, and I'm not going to say that it's worth it or not for us to do. It's something we're going to look at in the future if we need to go there. Do the developers have any final thoughts? Stay tuned ==>>
In-game advertising headed to CoX
Double Fusion just announced that they will be providing contextual advertising within the City of Heroes universe. The above photos are only samples, as no deals have been struck with individual advertisers yet.Before your "DOOM Meter" shoots immediately into the red... take a deep breath and relax. First, the sky is not falling. Second, any advertising will be - say it with us now - optional. So really, there is no reason for anyone to go ballistic over this. However, this is the gaming industry. As such NCsoft anticipated an intense reaction. Brian Clayton, General Manager for the NorCal NCsoft studio, simultaneously released a very detailed and reassuring statement to the community regarding this very touchy subject. This is not an off the cuff decision. In fact, it's something NCsoft has considered since the initial release of City of Heroes way back in 2004.
Brothers in ads: Gearbox signs in-game ad deal with Double Fusion
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.
Hard sell of the week: ads in games are good!
Taking what is perhaps the most transparently self-interested position of the century, Frank Sagnier of ad firm Double Fusion (who you may remember inked a deal with NCsoft not long ago) made the case in Develop Magazine that in-game advertising is not just another stream of revenue for cash-strapped game developers and publishers, but also a useful level design tool. Sagnier says that the programming metrics that are installed to track views of in-game advertising can also be utilized to make observations of player behavior within the game space.Of course, this begs the question: why can't developers just install the code themselves? Ostensibly, the demands of the advertisers give developers a monetary incentive to improve on the existing design and architecture of their game that they might not otherwise have. In an ideal world, making their playerbase happy would be reason enough for developers to get things right the first time, but in this cynical world we live in, I guess that's just not the case. Still, whether it streamlines the design or not, we're still going to bitch about seeing ads in places where they don't fit. See: the above image of a Dell XPS computer housed in a tent on the tropical planet of Foreas in Tabula Rasa. I always pictured the Foreans being Mac users, myself.
NCsoft picks up advertising partner for Dungeon Runners, Exteel
NCsoft has raised the curtain on a new advertising deal with Double Fusion that will pave the way for new in- and around-game advertising in both Dungeon Runners and the as-yet-unreleased giant robot game, Exteel. Evidently, the idea is to open up new sources of revenue for these titles, where they were previously relying entirely on a small monthly fee charged to players for tiered services like voice chat, access to banks, and stackable potions.The specifics of this advertising-based approach remain cloudy. It's unclear whether players can continue to pay the optional monthly fee to opt out of the ads, or whether playing the free, advertising-supported version will now net you membership benefits. We support advertising as an alternative revenue stream in principle, as long as we don't start seeing billboards hawking deodorant in the middle of dungeons. Regardless, Dungeon Runners is a heck of a lot of fun for a free game (though the verdict is still out on Exteel), so we'll keep you posted on the specifics of this deal as it develops.
Eidos and Double Fusion enter in-game ad deal
In-game advertisements continue to walk a fine line between enhancing the believability of a game world (billboards in a modern city) and utterly destroying any semblance of it (billboards in a medieval city). Advertising firm Double Fusion has announced that it will be treading that line with Tomb Raider and Hitman publisher, Eidos Interactive, for the next three years in a newly established agreement. Gamasutra reports that the deal will cover ten "key" titles currently in development with the publisher, though no games have been specified.While advertisements worming their way into future Eidos titles should be as unobtrusive and fitting to the game's environment as possible, we rather like the idea of strangling Agent 47's prey while donning an elaborate Burger King disguise. It represents a fun gameplay mechanic and a cautionary tale about healthy eating!
Take-Two signs in-game advertising deal
Take-Two and independent advertising company, Double Fusion, have announced an agreement that will see up to nine upcoming 2K and 2K Sports titles riddled with in-game "advertising opportunities". The official press release notes that Double Fusion will be exclusively providing dynamic advertising technology across all platforms, with the exception of the Xbox and the Xbox 360. While the online implementation of ads is nothing unheard of, it's the actual description of the embedded, offline versions that prove to be a bit scary."Select versions of 2K and 2K Sports titles will feature integrated, hard-coded placements that will offer marketers opportunities for deep integration into gameplay and storylines, reaching users of the games whether or not they are connected to the Internet."In-game advertising is often a tug-of-war between a subtle man in a trenchcoat and an obnoxious exhibitionist with an oily burger in his pocket. It's all a matter of balance, with the product or service demanding the player's attention, but in a way that seems natural and unobtrusive within the game's framework. The best in-game advertising often lends to the believability of the world (billboards in a dense city make complete sense), whereas the worst destroys it completely (billboards in Hyrule, not so much). Let's hope Take-Two doesn't have us taking our band of adventurers into the ancient NIVEA forest as we search for the magical PANASONIC DLP SCREEN. (Hint: Speak to the merchant elf -- he'll give you a BMW with GPS navigation.)
