Hellgate: London uses tailored in-game advertising

William Dobson
W. Dobson|10.24.07

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Hellgate: London uses tailored in-game advertising
Following the release of the demo for Hellgate: London, a somewhat disappointing discovery has been made. Heartless_Gamer has a post that shows that the game's licensing agreement has provisions for them to collect information about users, to help them tailor in-game advertising. In other words-- adware. Hellgate: London is being published by EA, and as Heartless_Gamer points out, this isn't the first time they've bundled this helpful addition with their games. Battlefield 2142 caused a stir when the full retail version of the game did exactly what Hellgate: London is doing now. Is there really any point in hoping that this will only be included with the demo of Hellgate?

The advertising seen in the demo is in the form of posters on the walls, but I'm willing to bet that they could be a lot more creative than that. There is also the question of whether we want to see ads in games at all, "dynamically served" or otherwise. If Hellgate is set in a post-apocalyptic London, then why am I seeing current-day ads in-game? Games in the sports genre include bucketloads of advertising, but in most cases, the fact that those ads are there at real life sporting events lends more authenticity to the games -- okay, perhaps not the Burger King's Fight Night cameo (coincidentally also EA's doing). Let us know where you draw the line in the comments section, and if Hellgate: London is collecting information from you, will you still buy it?
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