in-game-advertising
Latest
Draw Something wants you to draw ads with latest update
If you've noticed a lot of a hockey-themed subjects cropping up during your Draw Something playtime lately, it's not just because its hockey season and Zynga is trying to stay topical. Rather, it's all part of Draw Something's new advertising initiative, which allows sponsors to insert their brand/product/whatever into the game's list of drawable somethings.The NHL is the first major sponsor to hop onboard, posting hockey-related doodles to an official Pinterest board. The concept was tested using recognizable brand names like KFC, Doritos and Nike, with the response being positive enough to implement the system for real. Whether this type of integrated, subtle advertising experience is preferable to banner ads remains a matter of personal preference, but we do love the idea of drawing a box of Toaster Scrambles®.This post fictionally brought to you by Pillsbury® Toaster Scrambles®. "They're practically food!"
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.
What does brand advertising mean for the MMO? Part 1
Pop law abounds in The Lawbringer, your weekly dose of WoW, the law, video games and the MMO genre. Mathew McCurley takes you through the world running parallel to the games we love and enjoy, full of rules, regulations, and esoteroic topics that slip through the cracks. Brand advertising has already been done in the MMO sphere. Anarchy Online's Free Play program has been showing users in-game advertisements for real-world products on in-game billboards since World of Warcraft launched in 2004. MMOs have survived since. Case closed. Oh, you wanted more discussion. I see. It's been done before! Finally, we have some real precedent to talk about. Oh FunCom, you've finally managed to not disappoint me. Advertising models were one of the first types of campaigns to be applied to free-to-play versions of massively multiplayers that didn't hit perfection under a subscription model. In 2004, there were a tremendous number of MMOs to play, and people usually just stayed loyal to one. The fight for your subscription dollars was on. Anarchy Online's Free Play program debuted in December 2004, just after the launch of the unknown but best-selling indie hit World of Warcraft, giving players a chance to play the game and its first expansion pack free of charge. Players subscribed to the Free Play game client would see advertisments in cities, towns, and other highly populated places in game for real-life goods, services, and companies. Advertising dollars paid for the game, as well as subscribers' choosing to pay and see fictional ads instead.
This Week in MMO: Beta weekend edition
It's Friday, and that means it's time for the traditional recap of This Week in MMO. What's that, you say? Why, it's the weekly videocast roundup over at Gamebreaker, of course. Gary Gannon is your host, and he's joined by series regulars Mike B. and Mike Schaffnit. The trio discuss anything and everything relating to popular MMOs, including Star Wars: The Old Republic's Ilum-related troubles, Sony Online Entertainment's noises about selling user-generated content, and the upcoming Guild Wars 2 beta. The guys also get around to talking about Blizzard's ongoing Titan project, and more specifically, the speculation surrounding in-game advertising. The full show is yours after the break.
Star Wars ads find their way into Deus Ex: Human Revolution loading screens
Deus Ex: Human Revolution plays host to a wide assortment of advertisements for fictional future-products (like robot eyes and face-installed sunglasses) -- but the game now sports a promo for a real-life, purchasable thing. The game's loading screen occasionally includes a tiny banner announcing the launch of the Star Wars Blu-ray trilogy, as seen in the corner of the image posted above. Some of the billboards built into the game's environment are equipped to sport dynamic advertisements, but we haven't noticed anything as unsubtle as this. We suppose it could be worse! The advertisement could just pop up during a climactic boss battle. Or Darth Vader could just make a totally out-of-place cameo in one of Detroit's seedy alleyways. Actually, no, wait. That would be rad. [Thanks to everyone who sent this in.]
Online sales will dominate the market by 2013
If you purchase your video games from a brick and mortar retailer, chances are you will be in the minority in just a couple of years. GamesIndustry.biz cites a new report that predicts online game sales will become the dominant force in the market by 2013 through individual websites, retailers like Amazon.com, and video game distributors like Steam. A DFC Intelligence analyst noted that boxed game sales already peaked in 2008, and that as physical game sales slowly decline, online sales will pick up at a marked pace. DFC is a research and consulting firm that covers the field of video games. Last year, online game retailers sold over $19.3 billion worth of digital merchandise -- a figure that's expected to rise to $37.9 billion by 2016. While real-world stores have much to worry about as the market shifts in the direction of online sales, the industry as a whole is expected to continue to substantially increase its growth over the next half-decade. One of the "key drivers" for that growth is PC games. The analysts also predicted that in-game advertising will increase two-fold in the next few years as advertisers realize the potential for this blossoming market.
Microsoft's NUAds interactive advertising to harness powers of Kinect, 'change television as we know it'
The folks over at Microsoft Advertising are quite fond of their latest brainchild, so much so that they're calling the Kinect-enabled advertising platform "irresistibly interactive." NUAds -- which snaked the NU in NUI -- feeds off our need for interactivity, allowing advertisers to lure us in by enabling points of gesture and voice control. Think the latest Snuggie spot is super cool? Just say "Xbox, Tweet," and all your friends will know it. Want to know more about Mariah Carey's latest fragrance? Say "Xbox, More," and the info is all yours. Wondering where you can pick up a box of Nad's edible hair remover? Say "Xbox, Near Me," and you'll get a text with the location of the closest Nad's retailer. Want to vote on the hottest new Bratz doll? Give your girl a thumbs up. So Microsoft may have engaged a host of more respectable partners, namely Adidas, NBC, and Coca Cola, for its demo of the voice and gesture-enabled advertising platform yesterday, and NUAds does indeed serve up promotions in an entirely new way, but will it really change how we view the boob tube for good? Check out the video demo after the break, and weigh in the comments below.
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.
Make a billboard for City of Heroes, win fantastic prizes
Whatever part of City of Heroes you traverse, there is a constant -- the billboards. From Praetoria's official billboards extolling the virtues of working for the state to the civil and capitalistic advertisements dotting Paragon City, no part of the game is free of advertising, albeit for fictional products or services. And the newest contest for the game is asking players to help add to that storied tradition of fake advertisements via the creation of your own billboard, advertising a new service or product within the game's setting. The contest is open for entries until Monday, January 24th, allowing players ample time to design and send off their best possible advertisements for the game's setting. Obviously, the contest comes with the usual restrictions that disallow players from making offensive, copyrighted, or libelous advertisements, but other than that the sky is the limit. And the prizes? Nothing less than every single add-on for the game, including exclusive convention costumes, for the first-prize winner. Read the full rules and restrictions here, and if you want to make a mark on City of Heroes, get ready to start selling.
Ad-magine the possibilities: Microsoft sees big potentials in collecting Kinect user data
Kinect isn't just a new way for you to interact with your Xbox, it could become a new way for Microsoft's advertising division to gather targeted data about your family. We're not talking about some tinfoil-hat conspiracy theory -- Microsoft's Dennis Durkin postulated such a future at the BMO Capital Markets conference yesterday. "Over time," he said, the Kinect camera's ability to distinguish between different users, and therefore tailor content to each user, will "help us be more targeted about what content choices we present; what advertising we present; how we get better feedback and data; about how many people are in a room when an advertisement is shown; how many people are in a room when a game is being played." Theoretically, the camera could also be able to measure the level of interest in a particular game or program, explained Durkin, based on factors like which jerseys viewers are wearing (in the case of a sporting event). It's important to note that this kind of data collecting is not actually happening yet. There's still plenty of time to order Joystiq Publishing's upcoming product: the Kinect Privacy Shroud. Simply drape the Kinect Privacy Shroud over the camera and go about your life as usual without fear of being targeted by invasive advertising. Oh, and learn sign language, because Kinect can hear you too.
Massive ad tech to be rolled into Microsoft first-party business
Microsoft has confirmed the reported closure of its Massive in-game ad company and the dissolution of the brand name. Posting on the Microsoft Advertising Blog, corporate ad VP Rik van der Kooi explained that the Massive technology would be integrated into Microsoft's first-party ad business, "focusing initially on gaming," including the Xbox Live and MSN Games properties. He added, "This also means that Microsoft will wind-down Massive's third-party in-game ad business and sunset the Massive brand name at year-end." Microsoft purchased Massive Inc. in 2006 for between $200 and $400 million. Last year, the business suffered significant layoffs despite recording soaring revenues. Microsoft will retain a Massive skeleton crew to wrap up ad campaigns running through the end of 2010. "We will make the wind-down process as seamless as possible for them," Kooi said -- for the clients, that is. No word yet on whether any Massive employees will be transferred to the first-party ad division.
Report: Microsoft shutting down Massive in-game marketing firm
Adweek reports that inside sources at Microsoft have confirmed that Massive Inc., a Microsoft-owned advertising firm with a focus on in-game marketing, will be shut down by its parent company before the end of the month. The reasons for Massive's waning business are apparently twofold: Apparently, Microsoft favors advertising directly on the Xbox Live dashboard, as the company keeps all of the ad revenue, while Massive must split its revenue with publishers. In addition, sources told Adweek that EA's recent decision to keep in-game ads in-house stripped Massive of some of its largest clients. The price at which Microsoft purchased Massive Inc. in 2006 is estimated to be between $200 million and $400 million, both of which are a great deal of money. The firm faced its fair share of hardships last year, when its parent company laid off more than one quarter of its staff. We've contacted Microsoft for a comment on the report. Update: A Microsoft spokesperson responded to our query with a boilerplate "Microsoft does not comment on rumors or speculation."
Warner Bros. appoints Greg Ballard senior VP of 'Digital Games'
Warner Bros. has tapped former Glu Mobile president and CEO Greg Ballard to serve as its senior vice president of Digital Games. He will serve under Warner Bros. Digital Distribution and Warner Bros. Interactive Entertainment, reporting to both division presidents. Ballard will be in charge of the company's broad digital distribution business as it pertains to PC, console, handheld and mobile games; online titles, including social games, owned and operated MMOs and "light persistent worlds"; and TV-delivered and on-demand streaming games. That leaves a lot to consider, but we'd be satisfied just to get a lot more Batman DLC for the next one. Make it happen, Ballard. Additionally, the new vee-pee will oversee Turbine, creator of The Lord of the Rings Online, and has been tasked with recruiting a new GM for the studio. Most recently, Ballard could be found in the cushy CEO chair of Transpera, a mobile video ad network. He's also held executive positions at Capcom and the now defunct Digital Pictures, developer of the famously "controversial" early '90s FMV classic, Night Trap. You know, the genre is making a comeback with iPhone ports ... Make it happen, Ballard.
Nielsen: In-game ads increase real-world sales
We hate to be the ones to break it to you -- but those in-game advertisements that some of you aren't terribly big fans? Well, they're actually pretty effective at boring into your subconscious and making you want to buy Axe Body Spray or Snickers, or whatever. A recent Nielsen study of six EA Sports titles, including NHL 10 and NBA Live 09, found that in-game ads for Gatorade increased household dollars spent on said beverage by 24 percent. For more information on how the study was conducted, you can check out Nielsen's press release. We'd normally take the time to summarize that process in this very post, but we've suddenly been struck by the strangest, most powerful urge to go out and just start slamming some sports drinks.
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]
Phantasy Star Portable 2 launch DLC is soda strange
As we reported back in September, Sega struck a deal with soft drink maker Coca-Cola to feature the latter's Fanta soda in the just-released (in Japan) Phantasy Star Portable 2. (Phanta-sy, Fanta, geddit?) Well, it turns out that the deal has resulted in more than just giant Fanta cans littering the game's lobbies. The first round of DLC, launched alongside the game, includes a mission featuring a quiz focused on -- you got it -- Fanta soda. In "Fanta Quiz Battle!," four players compete to answer questions correctly before embarking on a proper adventure. As noted by Andriasang, the second DLC mission, Sasurai no Seikan Gyoushounin, appears to have no such deep-rooted product placement. We can't argue with the fact that the DLC is free (likely because of the sponsorship) but any sort of in-game advertising tends to give us a sour stomach. Probably nothing a nice, fizzy Fanta won't help, though.
British Intelligence recruiting Xbox gamers
The Guardian reports that British Intelligence is looking for a few good men. Specifically, the Government Communications Headquarters (GCHQ) is running ads on the Xbox 360 dashboard and within Xbox games to recruit new members. The GCHQ, which works with both MI5 and MI6 (yes, that MI6), seeks to recruit young people with an affinity for "quick thinking, problem solving and team work." GCHQ believes that these criteria are "reflected in game-play experiences on Xbox." We're expecting a new generation of foul-mouthed, teabagging James Bonds any day now.
WipEout HD in-game ads return, still affect load times
Fans of Sony's blistering anti-grav racer WipEout HD will no doubt recall the game's update to version 2.0 back in August. That's because one of the additions came in the form of advertisements that would play during race loading screens. Having to see ads in a game you've paid full price for is one thing, the fact that they nearly doubled load times is another. Thankfully, Sony responded to an outpouring of ire over the ads by yanking them. Well, as we were warned last month, they're back. The 2.10 update for WipEout HD boldly proclaims that "Changes have been made so that any adverts shown during loading screens will not adversely affect the loading times" upon first launch. OK, ads are back, but at least they don't increase load times -- right? Not so fast. When loading a particular race, we perceived some degree of delay while the ad (in this case for Fat Princess) played. Wanting to make sure it wan't just in our ads-in-our-games-can-leave-now-please heads, we timed it. Lo and behold, the same course loads in 16.9 seconds without the ad and 21.7 with it -- an almost five second difference. The results were more or less the same for every track we tried, with smaller venues loading faster, naturally. So, despite assurances otherwise, load times are being affected by the re-instated ads. We're working to get in touch with Sony and the game's developer, SCEE Studio Liverpool, to find out exactly what gives. [Thanks, Ken!]
Splinter Cell Conviction to feature in-game advertising during torture scenes
Imagine this: you're playing one of Splinter Cell Conviction's many "choose your own torture" sequences, as described by Ubisoft's Jeffrey Dickstein. As you're slamming a terrorist's face into a urinal, you might ask yourself, "is this the new Degree deodorant I should buy?" (Seriously, these are his words.) This is actually the pitch Ubisoft delivered at Microsoft Advertising's Gaming Upfront presentation in New York this evening. In-game advertising is rapidly growing, but has typically been relegated to sports and racing games. Splinter Cell Conviction breaks convention by being neither. Expect both static and video ads to appear throughout the environment -- including during the game's lengthy torture sequences. Perhaps they should take it one step further: Sam Fisher should grab a Coca-Cola bottle, smash it, and use the broken glass to kill a guy. Talk about refreshing! In addition, Ubisoft showed potential advertisers the "heat maps" they created whilst developing the game. These maps highlight likely places players will go while playing. Advertisers will be able to place their ads in high-density areas, in order to ensure maximum exposure to their brands while in the game world. Considering Splinter Cell is a stealth game, don't be too surprised to see ads inside of the conveniently accessible (not to mention remarkably roomy!) air ducts.
New in-game ads speeding towards WipEout HD
WipEout HD (and Fury) will be receiving a 2.10 patch soon. In addition to "small improvements to front-end functionality" and some minor fixes, the 2.10 patch will change the way in-game advertisements are displayed. You'll recall, Sony was largely criticized for the game's 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.
