in-game ads
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EA: emerging ad trends in social games
Advertising is poised to take a bigger role in mobile gaming now that Electronic Arts has signed a multimillion dollar, year-long advertising campaign with Unilever, says a report in AllThingsD. Unilever is a multinational consumer goods company that owns such brands as Dove, Ben & Jerry's, Lipton and more. EA is using its popular Facebook game, The Sims Social, as a vector to introduce advertising for Unilever products like Dove. When players enter the bathroom, they will be able to shower with Dove shampoo. During the summer, their refrigerators can be stocked with Magnum Mini ice cream bars. These branded virtual goods are enticing to players because they are often offered for free. This advertising deal isn't limited to Facebook. It's a cross-platform agreement that could push branded virtual goods into The Sims line of games on iOS devices and consoles like the Xbox 360.
Blizzard job listing mentions 'product placement' within its next MMO
When details of Blizzard's upcoming casual MMO, code-named Titan, are incredibly scarce due to the developer's ironclad secrecy, it falls to enterprising fans to ferret out any scraps of information that may exist. One such player on the NeoGAF forums was combing through a Blizzard job posting for a Franchise Development Producer and noted an interesting line that indicated the studio could be mulling over the idea of in-game ads for its next MMO. The line in question specifies that one of the duties of the position is to "work with major consumer brands to facilitate product placement and licensing within the world of Blizzard Entertainment's next-gen MMO that enhances the gameplay experience." Whether this is a sign that we'll be seeing billboards for Skittles while we raid or that players will be able to get endorsements and decorate their outfits a la NASCAR cars is anyone's guess. It's important to note that the rest of this position entails a number of efforts to promote Blizzard's "next-gen MMO" outside of the tight-knit gaming sphere, including comics, action figures, and short movies.
EA: In-game ads not so hot, real money is in microtransactions
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 shifting ad sales in-house starting with Madden NFL 11
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]
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.
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.
Obama ads not just in Burnout Paradise
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.
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 seeks player submissions for optional in-game ads
As the City of Heroes dev team always said, optional in-game ads aren't all about advertising someone else's product. There's potential there for the players to use the billboard space, too; we thought the idea of advertising player-made publications, events, supergroups and even heroic deeds on the game's own billboards was fantastic. They're now making good on their words, as Community Relations Manager Alex 'Lighthouse' Von Minden has put the call out for player submissions that can be put in front of the Dev team. Guidelines for creating in-game ads can be found on the fan submission guidelines page.The well-loved regular fixture The City Scoop, a player-made magazine, is naturally in the forefront here and several ads for it have already been created, including the superb ad made by Echonis and pictured alongside. There's no guarantee that any submissions will be used, but the NCsoft community people can certainly take them to the devs' table to be looked at.
In-game ads now live in CoX
The first sign of the much-debated in game advertisements has now made it into City of Heroes. So far, there appears to be only one ad, a billboard-size poster advertising JETER CLUTCH sneakers. British players needn't worry about seeing this particular ad, as they won't be able to, whether they play on American servers or not. The ads are regionally targeted, so only those that are appropriate for a given audience will show up. We've not yet received any reports of what the UK players see instead, though some players have found a cached image of Statesman standing near a Union Flag.Understandably, even though these ads are optional, not all players are happy with their presence in CoX. Immersion seems to be the main issue, so some players, led by Marcian Tobay of the City Scoop, have started a satirical thread to customize the sneaker ad for a super-powered audience. There are some funny entries, but you'd be hard pressed to match Zombie Man for sheer quality of snark.
Sony announces dynamic in-game ad deal
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 in-game advertising possibilities; EA jumps on board
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]
Buy this box for $60 or go to hell
"Buy this box for $60 or go to hell, I don't want your money." That's the message on the tunnel vision of boxed game sales that Alex St. John, CEO of WildTangent, is trying to get across to the gaming industry. The dominant business model in PC gaming largely ignores the possibilities of in-game transactions and ad-sponsored gameplay. St. John spoke on the need to pursue new gaming revenue models at the recent ION Game Conference in Seattle and more recently, at the 6th annual Wedbush Morgan Securities Management Access Conference in New York City. Gamasutra followed St. John at both events, where the WildTangent CEO raised some eyebrows when he asserted,"In a few years any business not making money from ads is leaving half their money on the table."According to St. John, the industry fixation on boxed sales will be the downfall of a number of companies that fail to change their business models and embrace in-game or in-world revenue streams. "There's a wide open opportunity here. Anybody can get into this, and everything the traditional publishers and game companies know about doing business will ensure their failure," he stated at ION.
In-game ad pioneer says in-game ads are a mistake
As one of the pioneers of in-game advertising, you would think Alex St. John had better things to say about this method of revenue. But the Wild Tangent founder and CEO says that in-game ads are "not a very effective way because you've got to plumb the game, you've got an unproven method of measuring the value of that ad, that unit is not trackable."As an alternative, St. John states his company's revelation on effective advertising income. Simply give the players the option to see advertising videos in loading screens, thereby granting them free or discounted prices on their gameplay. It follows the same logic as those free forums that say "Click here to remove ads". It boils down to either you pay to support the game, or you sit through a commercial so a big-name company can pay to support the game. Wild Tangent's ad revenues skyrocketed 400 percent in 2007 when they switched over to this method, and Mr. St. John swears by it.
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.
EA, Massive extend in-game ad deal through next two years
We can expect ads to continue to be shoved down our throats in games from Electronics Arts as the company has extended its deal with Microsoft's in-game ad firm Massive to offer dynamic ads in games for the next two years. While Massive will continue to offer in-game ads in existing titles from EA, such as the recently released Burnout Paradise, the new deal will allow more advertisers to continue to hawk wares in existing titles, as well as in upcoming games -- including the next two Madden, NBA Live, Nascar, and NHL releases. According to EA, ads will focus on appealing to guys between the ages of 18 and 34, but interestingly will just be served to versions released for the Xbox 360 and PC. For players on other platforms looking for a similar experience, might we suggest taping up ads from your Sunday circular to the television while playing -- at least that way you have the option to take the nuisances down.
Sony, Activision CEOs skeptical of in-game advertising
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]
Upcoming Exteel patch to introduce in-game ads
Some notes for the next Exteel patch at the official site inform us of what's in store for NCsoft's free mech-battling MMO. The last thing to be mentioned in the short blurb is the inclusion of in-game ads after the patch is live. Players already participate in a microtransaction-based model in order to buy certain upgrades for their Mechanaught, but obviously this wasn't enough of a cash-spinner, so Exteel will be able to take its place in this table soon.Aside from the ads, there are a few other changes to come with the patch. A new map called Face-Off will be launched, two new Mechanaught sets will be available (one purchased with NCcoins from real money transactions), some changes to Territory Control rewards, weapon balancing, and a super-deformed gameplay option.
Marketing in virtual worlds: which company gets around the most?
These days we're becoming used to seeing advertising pop up in all aspects of daily life. A lot of the free games out there are only free because of the deals that have been made with various marketing companies. To get a good overview of the advertising in virtual worlds, Kzero created a table that shows companies and the games they are represented in, with an accompanying write-up.The study shows that Toyota is the most "adventurous" marketer, shopping themselves out in five different MMOs. I recall that they also had a game available on Xbox Live Arcade until the end of 2007 called Yaris, which was free to download, and thankfully free to delete, as it was nothing more than a giant ad for the launch of the car by the same name. It looks like Toyota is definitely switched on to marketing to the gaming audience. On the games side of things, Second Life and Gaia have the dubious honor of being the home to the most advertising. Clicking on the table above will take you through to the bigger version at Kzero.[Via Virtual Worlds News]
Dungeon Runners chunk 2 preview
Warcry has up a preview of the second big update to NCsoft's Dungeon Runners. The free-to-play fantasy game will be getting another heaping helping of content (which they call a 'chunk') sometime in the near future. The update is interesting, because there is some good news and some bad news.The Good News: Non-members (freebie players) will be gaining access to a bunch of features that are currently Members-only. Things like bank pages, stackable potions, and Rare/Unique items will now all be part of the free-to-play package. Members are getting some bennies too, with three bank pages instead of one, and the continuation of certain benefits like Mythic items and priority logins.The Bad News: These non-member benefits are coming at a price - they're finally adding the in-game ads that have been promised since the game launched. Warcry's Razor explains: These won't be "in-game" ads in the classic sense, but more "around-the-game" in nature. The most noticeable of these will be a banner ad at the top of the play screen ... Non-Members will also see static ads on load screens occasionally when switching zones. Video ads will play during login and logout. Both types of players will also gain access to a secure trading system they're calling 'Bartering', which can allow for item transfers between characters anywhere in the game world. A mixed, but exciting, bag for DR players.
