State Farm ads which increased load times – a "no no" for the in-game ad model. SCEE marketing executive Mikel Arrien says they've learned from the controversy: "We have therefore focused on ensuring that the advertising is embedded as sympathetically to the overall experience as possible."
That doesn't mean ads have been completely removed from the picture with 2.10! In fact, more advertising is about to hit the game -- at least in European territories. "WipEout and in-game advertising and sponsorship have gone hand-in-hand since 1996, when a now famous energy drink appeared in the seminal Wipeout 2097 and over the years many brands and products have been associated with the series," Arrien said, trying to explain why the WipEout HD platform seems so ripe for commercialization.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you buy something through one of these links, we may earn an affiliate commission.