Electronic Arts cuts deals to put ads in video games

[sheppyboy2000]

Why not? Every other EA game is an ad already. Fight Night at the BK Lounge, anyone?

[Leionaaad]

This may sound strange, but It was something that I've been thinking about...My thougths were how come they never took advantage of the walls in a shooter, or anything else? I mean it would give more credibility, because this would be something from the real life...

As long as they keep it in a way that it doesn't stands out.

Sounds like a logical step to me.

[P_T]

There would be a mix of permanent "static" ad and "dynamic ads" that could be updated via Internet connections to the computers or Xbox 360 consoles...

Game software can also provide the companies feedback to show advertisers how much attention players give to ads. Ugh, I don't like the sound of that... I don't mind them using ads as textures in those sports title, we see them all the time anyway, but games that downloads ads... do they get deleted when I close the game or do they stay and bloat the game? and what's that about giving company feedback? sounds like a bloody adware to me.

Oh and what could they possibly advertise in a futuristic war game like Battlefield 2142 that doesn't feel out of place?

Luckily they're only for PC and Xbox 360 so far.

[havokzprodigy]

Oh and what could they possibly advertise in a futuristic war game like Battlefield 2142 that doesn't feel out of place?

Thats exactly what I don't like.
A Coke ad during futuristic gameplay?
Or even during the begining or during the menu would still be so out of place, I would never want to buy a game like that.

Maybe if the games were half price or something since it is ad supported then thats fine, but thats not the case.

It's like paying for HBO or Cinemax and still getting ads like network TV.

[urgaffel]

IGA said it would avoid letting ads get stale and would keep them in context with game themes, avoiding situations such as promoting today's car models in futuristic battle or Old West gunfighter games.

So... what exactly CAN you put in a futuristic battle game? Or an old west gunfighting game at that? Chew tobacco ads? Smith & Wesson ads? Internet provided local brothel ads?

[pgp_protector]

Either they better compisate for the adds and using MY BANDWITH to get the adds
(Much lower cost of a game)
Or It looks like EA will be crossed off my game buying list.

[SpiralFace]

It will be cheaper to produce games, but I seriously doubt that extra saveings will be passed onto the consumer...

I mean, come on, new 360 games are around $60 a pop as they are.

I like the idea, but not with EA, their games are already plauged with long load times filled with Ad's and MTV bands trying to promote their stuff on "EA radio" in pretty much all their games.

I whould be much happyer if smaller developers utilized this to help fund smaller projects that might need the extra funding, not simply put more money in the biggest multinational Corporation in the Video game industry.

[PokeChop]

They have to get approval from Arkansas.

W-A-L-M-A-R-T

[3DDave]

Well, that announcment just saved me $50 by NOT wanting to buy Battlefield 2142 now that it will have adds.

[SalvadorRuizJr]

Well, that announcment just saved me $50 by NOT wanting to buy Battlefield 2142 now that it will have adds.

Like people said earlier.. if the ad placement made sense it wouldn't be entirely bad... Say for example your traveling through old broken down city ravaged by war... you could see fallen down and broken billboard with ads on them (decayed, dirty and all that good treatment of couse).

[mullet]

I'm all for adverts in games - the poor bugger have too hard a time trying to scrape together cash (not EA obviously.) but i seriously wouldn't mind seeing the odd ad if it were to mean working hours could be relaxed and better quality content

[BooMer86]

damn
what a stupid move by EA
i hate paying for games that come with ads

[mech7]

hmmm gaming will become like tv.. :|

[Arcanox]

I don't like the sound of this at all. I reckon the employee's will still get poor pay and no savings will be passed on to the consumer. It's just another way for the execs to line thier pockets with gold.

It probably won't be bad at first, but it's just baby steps till things get out of hand. If it means more $$$, EA would do it.

[P_T]

So... what exactly CAN you put in a futuristic battle game? Or an old west gunfighting game at that?Nothing and nothing. If they want to keep it, as they say, in context with the game theme, about the only games they can put ads in are the one set in our time and city/town environment like those racing, sports and GTA-esque games. It would be funny to see a war torn environment with a clean intact billboards with Coke ad on it.

Even with the current Battlefield 2: Modern Combat maps, those ads would be out of place. The maps are either set in China or Middle East and I doubt Coke advertisement in Chinese or Arabic would have a lot of impact on western players.

Good point with the "OUR Bandwidth" thing. It may not seem much at first but if the game download new ad everytime it loads a new map or level (which can happen quite a few times in a few hours of playing), they will add up by the end of the month.

Doesn't sound very smart at all making us pay for the advertisements that are pretty much forced on us after payin for their product. After all, paying CGtalk members can turn off their banner ads.

[Iysun]

I don't mind this as long as it doest slow game play. Like if they had this big splash screen then hangs after every level change or something would be horrible, but banners or billboards on walls in real-time.. why not I say.
Of course seeing a McDonalds add in the middle of some medieval rpg would be a little odd so I hope they don't go overboard.

[saintneko]

Burnout 3 anyone? That game was plagued with billboards.

I bet SimCity5 will have little billboards in-game, that will be lit up with small banners for everything. SimCity6 will have automatic city planning, that will grow your town in the shape of a Coke logo or something. In MMORPGs, instead of the /pizza command, you'll walk into town and face ads flying at you (anyone ever seen the episode of Futurama where they go on the internet? ) try to sell you home delivery goods. Instead of *just* crappy bands on "EA Radio" they'll have the crappy bands plus radio commercials. i bet they'll even figure out a way to insert them between mp3s you play with their custom audio settings.

I mean, everyone's seen the little flash video ad/games. How long until real video games are just hours long paid for commercials. Oh wait... pokemon.

[3DDave]

Must have an OFF button or they will need to pay me to play their add games.

[madgodz]

my official EA boycott begins with this announcement :). only way i buy an EA game continuing forward is if they offer an ad version(~34.99) or no-ad version(full-price).

[sheppyboy2000]

my official EA boycott begins with this announcement :). only way i buy an EA game continuing forward is if they offer an ad version(~34.99) or no-ad version(full-price).

You know.... EA buys out the NFL exclusive license the first year 2K sports actually offers competition in their marketshare. They follow this blow up by purchasing exclusive ESPN rights (the staple of 2K for several years) effectively crippling Take 2 in the biggest sports game competition in existance. When this happened, I had already boycotted EA for a couple years...

When EA settled with their workforce in california due to unpaid overtime and 16 hour workdays just to turn around and move majority of their productions from the region they lost this class action lawsuit (floridians, beware an EA job offer) so that they could continue their sweat shop production ethics, I had already boycotted them for a couple years....

This happening? Well, let's just say I wish I could give a damn but I had already subscribed myself to the concept of, if I must buy an EA game then it's being bought used, long ago...

[zappenduster]

So... what exactly CAN you put in a futuristic battle game? Or an old west gunfighting game at that? Chew tobacco ads? Smith & Wesson ads? Internet provided local brothel ads?

where is the problem with advertising a prototype car like they show on every car expo (those kinda cool looking cars that come never out) you see its like with the movies i have no problem with a audi or whatever driving around in a future environment but there have to be different brands to get this working

you can also advertise beer or shoes or lemonade something that has no real time consence

[jeremybirn]

So... what exactly CAN you put in a futuristic battle game? Or an old west gunfighting game at that?

Only appropriate things.

Pepsi loves to place itself as the choice of a new generation in SciFi settings. Wells Fargo bank routinely pays for placement of their name on storefronts and stagecoaches in Westerns.

As long as it's appropriate, I don't think it would really ruin a game if you needed to protect a Virgin Galactic spacecraft in a futuristic game, or buy something at a Hilton spaceport with your Discover card.

-jeremy

[JA-forreal]

"This game was brought you by...uhhh, you....

Unless they come up with a sensible approach this deal will be crazy. Something more along the lines of ad entertainment delivery such as broadcast tv. But.. you don't have to buy Smallville until the DVD comes out. Or video ad previews before the game starts. Maybe even ads on the product box. But then suckas are born every day...... With TV entertainment ads every 15 min or so are acceptable to most viewers. I remember a time when you didn't see station or network ID's in the corner on a screen. But then basic cable is cheap and broadcast is free.

I could imagine some poor fool getting branded like livestock when the tattoo shop pens in ads by Coke.


“what's this?” ---- “oh it's my sponsor.” --- “Cooool, man..”

"oh come on mate, it ain't that bad. After a while you kinda get used to it actually."


Have fun in brazil.:)

[JA-forreal]

As long as it's appropriate, I don't think it would really ruin a game if you needed to protect a Virgin Galactic spacecraft in a futuristic game, or buy something at a Hilton spaceport with your Discover card.

-jeremy

:) I'd like to see some company pull that off. You know, it just might work.:)

[SegFaultII]

EA is making itself so unpopular among the gamers, check the uk battlefield 2 forums for example. The Ad thing is just so unlogical, i pay for the software that allows me to escape reality for a bit, and what i get is the reality, a scene full of ads on every wall. You know where this could lead: The coke planet or the Motorola species etc.

[Kabab]

The generation they are aiming these ads at are the ones who play games for this reason,they don't like all the ads etc of other mediums..

I think any game which has alot of ads will fail badly... A few descreet ads here and there is ok if they fit with the enviroment but anything more then that i think people will simply vote with their wallets and not buy the games.

[schuubars]

One thing for sure, the gamer who payed for the Game has no benefits with the ads, does anyone really believe the Games will be cheaper ?

It is not the point if the Ad fits well in the game scenario, but why i have to pay for it?

That reminds me on a particular Futurama episode "what, advertising even in my dreams now?!"


For me it is easy, FU EA.(or other publishers)

[jeremybirn]

One thing for sure, the gamer who payed for the Game has no benefits with the ads

Whether sponsor involvement actually means that more games are produced, or that more games are profitable (meaning more games will be produced), really depends on how much money the developers get from the advertisers.

I wonder if there's a way sponsors could directly give benefits to people who complete certain levels or solve certain puzzles in a game? I mean, if being the first customer to complete level 13 got you an access code for a free trip to Disney Land, would such a contest not be a welcomed addition to a game? Even a code that lets you print a coupon to order a free pizza could be nice to get after slaying a dragon or something, right?

-jeremy

[Rod Seffen]

The bottom line is, that I flaty refuse to pay for anything that contains advertisments.
If they can't run a profitable business that doesn't need to be propped up by money from sponsers, then they should quit.
THat isn't the case though, it's just pure greed, nothing else.

[ThomasMahler]

I don't have any problem with this if it doesn't hinder the gameplay or if it isn't done in an exaggerated way. I think this would even be pretty cool - dunno why, but as I read this, I imagined playing something like Duke Nukem - Remember this big screen where you saw projections? Why not using this for something like a Pepsi Advert?

I think that'd be pretty cool, actually - Of course, it'd suck if the whole level design is plastered with ads, but a few here and there wouldn't make me go nuts, I think it'd even lead to more believability.

[Rod Seffen]

It's exactly that sort of lethargic 'I dont' care' attitude that lets them think they can get away with it.

[fuss]

Whether sponsor involvement actually means that more games are produced, or that more games are profitable (meaning more games will be produced), really depends on how much money the developers get from the advertisers.

-jeremy

Don't you think there are already too many games on the market, most of which are just plain bad? I don't think we need MORE games, we need more QUALITY games, and I don't see how advertising in games can lead to BETTER games. On the contrary, if whether a game can be produced or not becomes based on how many advertising sponsors you can get to support your project, it can only hurt the gameplay experience, because at the end you'll have to customize the game to show all these ads, whether they fit in the original design or not. Besides, sponsors go where the most money is likely to be made at the least possible risk, so logically majority of them will focus on big companies and already established titles, which means mediocre games will get even more washed out and I don't even want to start thinking what will happen to the good ones when the ad people will start changing the story and level design to create more product placement options. It won't help the independent developer with a great idea but lack of funds either.

The game industry is already in crisis, lacking good ideas and ways to attract new gamers and I just don't see how advertising in games can help change this to the better. I rather see more people turning away from games because of that. Of course, in the end we have to wait and see how this whole advertising thing will really impact the gaming. If it stays subtle and in the background, it might turn out quite harmless and not change much after all, and I am worrying for no reason. However, personally I foresee a dismal future comparable to what is happening with TV right now, because once companies taste blood and see they can make money out of it, they will start throwing this stuff at us at every opportunity they get.

[P_T]

I bet EA won't be very happy with their Need For Speed franchise since they're paying the car manufacturers for the license to use the cars in a game which is pretty much an interactive advertisement.

[havokzprodigy]

Buying a game with ads is like going and buying season 2 of Lost on DVD and getting all the commercials aired on network TV. Unacceptable in my book.

[mushroomgod]

oh great...Another way for a company to sell you crap you dont need after already spending cash on buying there product.

Iv totaly stopped buying DVDs because of there annoying adverts that you cant skip...I guess Ill just stop buying EA games, or boycott all the advertised products.

[Grim Beefer]

It seems like a lot of people have the right idea, and are going to boycott EA for this. I was surprised to find that one of your items in Worms 4 was a "Red Bull" energy drink (which gives you wings to elevate your position, effectively replacing the jetpack item from previous incarnations). It really ruined the atmosphere of the game, and I simply couldn't play it anymore after that. There is absolutely no reason to introduce such ridiculous content in games; after all, don't we get enough advertising everywhere else? Sometimes I wonder how we as a culture have continually managed to surround ourself with such parasitic art that only serves to indoctrinate us. The infiltration of advertising into all forms of entertainment, and indeed all forms of our life, is really just a matter of closing the gap; advertisers can't have unbranded space floating around promoting a "distorted" reality without them.

[Big_E.D.]

Hopefully for PC games the ads will be "moddable", if you catch my drift....

I don't mind ads being there as long as they don't do a few of things:

1) Distract me - I don't want to get distracted by some overly extravagant ad while running for my life or trying to concentrate. This would result in bad gameplay experience which would then result in me not playing.

2) Use too many resources - I can totally see them putting streaming video ads into games. Problem is, online gamers that like to keep their ping nice and low are going to throw a fit over this. Especially the ones with mediocre connections.

3) Be WAY out of place - A futuristic game has NO F*CKING PLACE for current product ads. Even if they are destroyed, or employed by some absurd backstory. No. I'm not going to be fighting on an alien planet, underground, and happen to see a dozen or so ads for certain unnnamed sodas, music groups, and a deplorable game company consisting of only two vowels.

They did it with SSX2 & 3 and I didn't mind so much because it didn't do any of the above. That and I really just didn't care about the ads. After a while you tune them out. But the idea of changing, dynamic ads seems iffy.

[schuubars]

Whether sponsor involvement actually means that more games are produced, or that more games are profitable (meaning more games will be produced), really depends on how much money the developers get from the advertisers.

I wonder if there's a way sponsors could directly give benefits to people who complete certain levels or solve certain puzzles in a game? I mean, if being the first customer to complete level 13 got you an access code for a free trip to Disney Land, would such a contest not be a welcomed addition to a game? Even a code that lets you print a coupon to order a free pizza could be nice to get after slaying a dragon or something, right?

-jeremy

Yeah, IMO that's the Problem, we do not need more games, but we need more quality in games that does not exclude the support after 3-6 months. And the advertising joke will not help, i bet that is not the direction that EA(as example) has in mind.

I'm not 100 percent against advertising.

But i don't like EA's way for ads in games.

IMO even UBI did a better job on that as example in Splinter Cell Chaos Theory.(render sequences and 3d models, and there it makes sense).

EA has a different target...with no or less effort to collect more money.
And the collected money does not help to get a more quality product, or at least some months more Product Support(or as some may think even in better support).

Sry, but for me EA just put it self off the game, so i will not spend anymore a single $ on a EA branded Game.

Just to clarify, that does not mean i woul'd leech those Games from EA...

[Rod Seffen]

You can say you're going to boycott their games, I've never bought their games anyway, they've never knowingly published a good one, but it won't make any difference. THere are too many people who don't care and will buy a game full of advertising anyway.
The money EA make from the adverts will more than cover the cost of lost sales from the few people who care enough to boycott.
The bean counters have worked this out already. EA have zero interest in the quality of your gaming experience, only the the size of their profits.

[Michael5188]

I can see people being upset, but you can't compare this to tv commercials or commercials on a DVD. Commercials interrupt the show or entertainment, completly, as in you can't watch the show and commercials at the same time. What they seem to be aiming for is ads that work into the game and don't take you out of the story. They're not saying after each level a commercial is going to play and you have to wait for it to finish before you can keep playing.

Now wether they do keep the ads subdued and part of the game, I don't know, they could easily go overboard and ruin the atmosphere of the game. But this whole advertising in games isn't new, it's the updatable advertising that is new. There are ads in a lot of games already, and they never bugged me, I'm not forced to have my car or character sit and stare at the pepsi billboard, I can pass it by. I just wonder how EA will approach advertising in games outside of the modern world realm.

[schuubars]

You can say you're going to boycott their games, I've never bought their games anyway, they've never knowingly published a good one, but it won't make any difference. THere are too many people who don't care and will buy a game full of advertising anyway.
The money EA make from the adverts will more than cover the cost of lost sales from the few people who care enough to boycott.
The bean counters have worked this out already. EA have zero interest in the quality of your gaming experience, only the the size of their profits.

Yes, and i woul'd not think otherwise, it does not matter if it hurts EA or not, rather that i'm feel much better without EA. ;)

[fuss]

I can see people being upset, but you can't compare this to tv commercials or commercials on a DVD. Commercials interrupt the show or entertainment, completly, as in you can't watch the show and commercials at the same time. What they seem to be aiming for is ads that work into the game and don't take you out of the story. They're not saying after each level a commercial is going to play and you have to wait for it to finish before you can keep playing.

Now wether they do keep the ads subdued and part of the game, I don't know, they could easily go overboard and ruin the atmosphere of the game. But this whole advertising in games isn't new, it's the updatable advertising that is new. There are ads in a lot of games already, and they never bugged me, I'm not forced to have my car or character sit and stare at the pepsi billboard, I can pass it by. I just wonder how EA will approach advertising in games outside of the modern world realm.

After thinking about what you wrote I am almost inclined to agree with you. If there wasn't this one sentence (quoted from the original article):

"Game software can also provide the companies feedback to show advertisers how much attention players give to ads."

I can see them implement mechanisms in the game code to check how often and how long you look at each ad (which would be easy enough to do at least with online games) and then re-adjust the ad placement to make them more eye-catching. So, when they realize you pass that coke-billboard everytime without paying attention to it, they may decide to put it into a more visible place, where you won't be able to ignore it as easily ;).

Besides, call me paranoid (and after reading this sentence you probably will :D), but I don't like the idea of my behaviour during playing a game (where I go, at what and for how long I look etc.) being recorded and stored on some company's harddrive and used for marketing or other (shady?) purposes.

[Trident_2K5]

I`m not any sort of ad guru, but...
"People do not read ads as such, they read whatever interests them, and sometimes it is your advertisment" I belive this one is attributed to an owner of well-known advertising agency, but I couldn't find exsact quote or author's name. But quote or not, this is so common sence that it has to be true. Hey, Google made billions using exsactly this principle.

Also, D. Ogilvy in his "Ogilvy on advertising" states that direct-marketing companies specially pick BORING shows for their ads, since that generates demonstrably more sales. (or so did they in 70's). Makes sense if you think about it.

But all this means that there are very little chance of any in-game ad generating any real sales. You do not play boring games. And when you play interesting one, the last thing you would be interested in is an ad. So, to make this idea work, you need ads to be either flashy and obtrusive or dump the idea. Or find really gullible customers.

[ReBootedOne]

I remember my first real blatent encounter with ads in gaming was one of the Splinter Cell games... Maybe Chaos Theory?
Anyways, I was sneakin' around this terrorist complex, when suddenly I see a poster for frickin' Deuce Bigalow 2: European Gigolo on the wall... I saw that and just had to stop playing; it was that sad...
Of course, before that was Enter the Matrix with Powerade machines in e'rery dang room...

This is hardly new, but it sounds like it's taking it to the next level..

-eric

[Ghostscape]

My Favorite mis-use of ads was when they started putting Fanta ads and shit like that all over Planetside, which takes place in the far future. They added big ****ing billboards all over the inside of the futuristic military bases, because that was the logical place to put them, right? Hundreds of years on the future on a planet far from Earth the three ideologically different factions all hang Fanta ads up all over their military complexes to remind them of what they're fighting for :D

I don't mind ads in sports games or billboards in driving games, etc, but I really can't stand it when they break immersion.

[Johny]

with all this proffit , instead of wanting more they could try to high up worker conditions...

[berren]

If this does go ahead, EA should have to put warnings on all it's game boxes, just like a pack of cigarettes.
"warning, excess use of this product may lead to unwanted consumer purchases"

[Ninjas]

Man, this is great news. I can hardly wait for Taco Bell's Battlefield 2587 where the Taco Bell faction is fighting the enemies of thirst and hunger. Piloting a Gordita Attack Rover will be awesome!

Seriously though we are all aware of how stupid things have gotten with naming sports stadiums after sponsers, and unskipable adds at the start of DVDs. If gamers don't boycott this now you can only expect things to get worse and worse. They will do whatever they can get away with.

[Omnifarious]

While we all hate this, we must remember that the costs of development are continuing to grow. Publishers and game studios are most likely going to welcome these new influxes of cash.

I wouldn't find it hard to imagine gaming ads in some games, but not all of them. For example if you're playing a period piece like Fable or Jade Empire, where would an ad for Wendy's or Diet Pepsi go? I don't suppose you could go to the local pub and order a Heineken either could you?

Now we all know that gamers already make in game purchases of brand name cars and accessories in racing games, I would imagine most of these new ads will be very much along the same vein.

You might not even have to make in game purchases, but you might find your game character sponsoring certain products throughout the game the way that Will Smith's character did in "I Robot" with vintage his Converse All Stars. A very obvious plug.

When I think about it there could be a number of scenarios where not just game ads would be inserted into the game's environment, but actual use of certain products by the game characters.

Let's say that you were playing a detective, solving a mystery in a large metropolis that also has surrounding suburbs. Now if the game is set in the current or even future time period, you might see scenarios like these-


-Your character might be driving a new up and coming class of Mercedes Benz

-Your character might only make his/her purchases with an American Express card

-Your character might have an in game play list of music artists that only come from a specific Record Company or Record Label.

-Your character might have an iPod for listening to the play list.

-Your character on the way driving home would pass a 7-Eleven or a Starbucks rendered in the games environment and might have the option to purchase.

-Your character might only buy clothing from Banana Republic or some other clothing chain.


Movie trailers, radio ads, billboards you name it. The point is some of these things will be worked in seemlessly and won't effect game play, other things will be very intrusive and perhaps even demand some of your gaming time.

We can only hope that the ads and product plugs that are intrusive aren't things that are too annoying. But we might as well deal with it, ads are only going to become more prevalent in gaming environments

[Ninjas]

How about instead of imagining a hypothetical game designed to work with advertising, we talk about a real game that is going to have these ads put in, Battlefield 2142.

-You will probably be unable to mod your full priced game because this would allow players to make a version like the commercial release but without ads

-Your character could drink Pepsi 135 years in the future, during a war, no doubt commenting on how refreshing it is

-War torn future cities can be plastered in immaculate indestructable video billboards probably accompanied by annoying endless shreiking audio

-And this is just the start. Once they discover that Chumps will still pay full price so that they can be fed ads, you can bet they will step it up a notch

-And do you think that EA will use the extra revenue to pay their Artists more? Don't count on it. The only thing that will make EA treat it's employees like humans seems to be class action lawsuits.

[trthing]

Well, it looks people can't help but being optimistic...

The key phrase will be: "you must buy that cup of mocca on Starbucks to advance to the next game level, using your American Express card" or "until you reach a reasonable kill rate you can't possible get a Platinum Visa Card that will allow you to buy the new Toyota Hybrid to chase the bad guys... the green way":applause:

[Omnifarious]

How about instead of imagining a hypothetical game designed to work with advertising, we talk about a real game that is going to have these ads put in, Battlefield 2142.

-You will probably be unable to mod your full priced game because this would allow players to make a version like the commercial release but without ads

-Your character could drink Pepsi 135 years in the future, during a war, no doubt commenting on how refreshing it is

-War torn future cities can be plastered in immaculate indestructable video billboards probably accompanied by annoying endless shreiking audio

-And this is just the start. Once they discover that Chumps will still pay full price so that they can be fed ads, you can bet they will step it up a notch

-And do you think that EA will use the extra revenue to pay their Artists more? Don't count on it. The only thing that will make EA treat it's employees like humans seems to be class action lawsuits.

Like I said in my post, we all hate it but this was bound to happen.

You and I aren't in disagreement on much of anything. My comments weren't just directed at EA. Sony and Microsoft are both jumping on the ad band wagon. It is an absolute certainty that every major publisher will embrace in game ads and product plugs at some point in the future.

Toyota Yaris click on billboards are already present in Anarchy Online in case you didn't know. Gamers have the option to ignore them if they want.

But I really saw this one coming for a long time. As the video game industry continues to grow as a media force it will naturally start to mirror the television and movie industries in the way it generates revenue. Hollywood is estimated to make $4.2 billion off of ad placements in their films this year.

But what I was really trying say was how in game ads and product placement would effect us from a more interactive stand point.

http://static.howstuffworks.com/gif/product-placement-rsq2.jpg

Will Smith and the Audi RSQ

What was interesting about this was that when Audi took out ad placement for "I Robot", they looked at the script and then created the RSQ specifically for the film. Will's character never says "I drive an Audi", the movie going audience can see that. I don't think you're going to ever hear a game character going, "yummm, Pepsi is a cool and refreshing drink" That would be a poor and obvious product placement.

Even people during live events aren't required to comment on their product placement.

http://static.howstuffworks.com/gif/product-placement-am-idol-cups.jpg

Simon, Paula and Randy with clearly visable Cola cups in front of them.

If someone is eating Wheaties for breakfast in a film, they don't stop in the middle of everything and go "I'm eating the breakfast of champions!" The company taking out ad placement want their products to be seen and interacted with, but they don't want it to be so obvious that it makes their product placement look ridiculous or out of place with what's going on in the film.

If you don't trust EA to good job with product placement, believe me I understand. But you can trust the company taking out the ad or product placement. They will want their product to represented intelligently.


Well, it looks people can't help but being optimistic...

The key phrase will be: "you must buy that cup of mocca on Starbucks to advance to the next game level, using your American Express card" or "until you reach a reasonable kill rate you can't possible get a Platinum Visa Card that will allow you to buy the new Toyota Hybrid to chase the bad guys... the green way":applause:

LOL! While Ninjas' scenario seems probable, your scenario requires us to reach a little bit in order to accept it. But I'm sure everyone took it in good humor as I did.

As I said earlier your character could end up driving an Audi RSQ like Will Smith's character in "I Robot", but advancing levels with a cup of coffee would be too much of a stretch even for EA.

[Ninjas]

I think the critical difference between film goers and gamers is that we gamers are a smaller, smarter, and more savvy group of consumers. We can organize against things like this, and it isn't a a forgone conclusion that this sort of thing will be successful for EA.

Almost certainly the big sports titles and car games that sell huge numbers to the non-core video game audience will get more ads, but putting ads in a hardcore game like Battlefield is an affront to our whole gamer culture.

The ad placement in these games will almost certainly be a ham-fisted hatchet job. Do you think the guys at Visa that are in charge of this project even play video games? They almost cetrtainly think gamers are troglodytes that can't understand their product placement unless it's slammed in our faces. And we would be proving them right if we put up with this AT ALL.

Gamers have proven before that they can pass on buying a Battlefield game. Battfield Vietnam was a lot like this one in that it was just rehashing existing tech with a different setting. To anyone thinking of buying this game; you should consider first that success here will be a signal to EA that ads in games work against us. After that you can expect it in every single title they publish, pushing it down out throats on every splash screen, menu, and every flat in-game surface they can slap an image. Don't expect to be able to smash or break any paid placement product. Don't expect to be able to rob or shoot or do anything except buy in the in-game stores. Don't expect your bullets or tags to work on in-game ads. In fact, don't expect the degree of freedom you have always had in video games, because you won't be getting it anymore.

[Omnifarious]

I think the critical difference between film goers and gamers is that we gamers are a smaller, smarter, and more savvy group of consumers. We can organize against things like this, and it isn't a a forgone conclusion that this sort of thing will be successful for EA.

Almost certainly the big sports titles and car games that sell huge numbers to the non-core video game audience will get more ads, but putting ads in a hardcore game like Battlefield is an affront to our whole gamer culture.

The ad placement in these games will almost certainly be a ham-fisted hatchet job. Do you think the guys at Visa that are in charge of this project even play video games? They almost cetrtainly think gamers are troglodytes that can't understand their product placement unless it's slammed in our faces. And we would be proving them right if we put up with this AT ALL.

Gamers have proven before that they can pass on buying a Battlefield game. Battfield Vietnam was a lot like this one in that it was just rehashing existing tech with a different setting. To anyone thinking of buying this game; you should consider first that success here will be a signal to EA that ads in games work against us. After that you can expect it in every single title they publish, pushing it down out throats on every splash screen, menu, and every flat in-game surface they can slap an image. Don't expect to be able to smash or break any paid placement product. Don't expect to be able to rob or shoot or do anything except buy in the in-game stores. Don't expect your bullets or tags to work on in-game ads. In fact, don't expect the degree of freedom you have always had in video games, because you won't be getting it anymore.

Your points are solid. Just one thing.

EA is publishing Crytek's new offering "Crysis". I'm sure you already know the backround on the buzz this game is causing. Everyone wants it, even console gamers although nothing has been confirmed for them.

Will gamers pass on Crysis if EA has it populated it with click on billboards and ads?

There have been alot of people complaining in this thread and you give gamers credit for being intelligent, but would they really pass on Crysis knowing it had ads?

[Artbot]

This whole ad business is a very slippery slope. I've worked on just one game where we had to place ads on billboards in the environments. It was a pain in the arse, but basically passive - no links or brand-name power-ups or anything. It did not affect gameplay in any significant way, except that one company allowed the billboards with its name to be destroyable while the other did not. I would have loved to hear those overpaid ad-dorks' arguments for either side.

I have no idea how much these companies paid the developer for this or whether it was a package deal or one-off inclusion, but with the giganto-budget this game had it's hard to believe it could amount to much to help offset the dev costs. Ultimately, no company expects you to run out and buy their product after seeing it in a game. They are looking for nothing but positive association. If you love the game, you are (knowingly or unknowingly) associating their product or name with your love of the game.

Funny how in the past this was kind of a cool & novel thing to do to increase realism (Blade Runner, 2001: a space odessy). But as with so many things that start as creative inspiration, it will find it's way to the bottom of the barrel where every advertising exec will squeeze every last drop of blood from the idea and then move on to the next big thing.

Oh, and good luck with that boycott......hahahahaha!

[P_T]

Will gamers pass on Crysis if EA has it populated it with click on billboards and ads?

There have been alot of people complaining in this thread and you give gamers credit for being intelligent, but would they really pass on Crysis knowing it had ads?He's wrong, I've seen plenty of gamers who are plenty retarded, or at least act like they are retarded.

If it gets as bad as clickable billboards and ads in the game, I will pass it up or I'll just go to the local net cafe and spend a fraction of the cost to play it.

Or I'll just play the PS3 version instead. So far the deal is only for Xbox 360 and PC. I don't want no adware disguised as a game in my harddrive and I specially don't want to pay for one.

In case you're wondering why I'm talkin about adware, it's because they want to implement something in their game that'll give them "feedback" and download different ads to our PC/Xbox to keep the ads "fresh". The closest thing to these features I can think of is an adware.

[kirigoi]

The good thing about single player PC games is that developers are often keen to make them as moddable as possible. This idea is incompatible with ad placement; I'm willing to bet that if they are intrusive, Crysis will have an ad-free patch available soon after launch. Hopefully it won't come to that; although they've been bought out by EA, at least Crytek seem to still have some creative liberty, and I'd imagine most developers that aren't in-house will fight against ad inclusion if it will damage the game experience.

I wouldn't object if the ads were used in appropriate ways, but this has historically never been the case. I remember playing a demo of Judge Dread where the camera lingered on a Redbull can at the end of an intro, and the entire game world was covered by Redbull graffiti and undestroyable redbull crates (needless to say, I purged it from my hard-drive and never bought the game). Some of the most important aspects of games are immersion and interactivity, and both of these are hugely affected by the presence of ads. Although irritating, at least the makers of films can control the product placement and how long it will be visible for, but in games there is no control as the player determines for how long and at what he looks at.

I would be interested if less invasive marketing methods were tried; for example if ads were prominent in game demos, but removed when the game had been purchased (this could be useful for low budget shareware games). I would be outraged if DVDs I bought contained ad-breaks, but I'm happy to see them when the film's on TV because it's a compromise I'm willing to make in exchange for seeing the product for free. If there's nothing in it for the gamers apart from damaged gameplay, I can't see them gaining acceptance.

[micster]

I think some of us are missing how dangerous the "adware" problem might be. To play Battlefield online you have to login with a user account that conveniantly tracks your kills, deaths, etc. but also has personal information that you needed to signup like your real name and e-mail address. What's to keep EA from selling us out to the spammers? They could simply put in a clause to there license agreement that you agree to take it in the butt. That's only the beginning. Pardon me, but I feel this type of data gathering is very intrusive.

And as far as the ads fitting into the game goes.... like others have stated they would have to fit aesthetically with the mood of the game. So if we are in China fighting, they better be written in Chinese (unless it's Hong Kong). And they better look all torn up and such. If it's a build-board or Marquee I want to be able to bust out my AK-47 and shoot it all up to hell until it's unlegible. They wont do this because no advertiser will want their product defaced in such a way (kinda like no car company wants to be in a Burnout Revenge game).

I think EA needs to reconsider some of their marketting strategy some what. Two other things that really annoy me are:

Ad for the new Battlefield expansion pack everytime I go to play online Battlefield 2
The intro screens. Why do I have to wait for the EA logo to load and then wait for a cinematic to load just so I can skip it for the thousandth time?

[BeSStia]

I remember playing NYC tycoon and thinking that the billboard ads on top of the billboards did add to realism. On the other hand it´s true that the only benefit you get from those adds was realism, since they had no impact on product price actually.
So, as many of you said before, there are two perspectives:
-Does it help or not gameplay and immersion?
-Do i have to see this ads on a product i´ve paid for, and not benefit from it? Where are they going to take it next?
What about no ads on an FPS war game, but you get a "DRINK COKE" sign in 1 every 100 frames :S. Or maybe they´ll say: hey let´s make it part of the gameplay. Let´s make players start at the PEPSI base, then they have to go and bomb the COKE base in order to finish the level... haha i know theese are some stupid examples, but some companies you know will do almost anything for money. It´s up to the consummer to draw the limit, unluckily lots of people don´t even have any problems with adds at the movie theatre... although, at least in my country, there are always more adds and the price of the tickets only goes up, but people just keep going to the movies. Same with the DVD thing someone mentioned... i can´t skip theese adds? Or what about the anti-piracy add in the DVD i legally purchased, this only annoys loyal custommers since those are most of the times removed in pirated copies.
The thing is, as each day passes by, we are incresingly being bombarded by advertisements in every aspect, public transport, cinemas, pubs, websites, software, movies, tv shows, etc. most of which where unheard of not more than 10 years ago. Almost none of theese gives us any benefits (some websites for example do make good use of ads, actually i don´t pay anything to the people who make this forum, but thanks to those qho do contribute, and those ads, i get the chance to learn something new about 3d almost every day, and there are lots of other good examples). I think it´s inevitable that this ads make their way into video games, and people will just accept it... what´s it to EA that an extreme minority doesn´t purchase their games NOW that they also have sponsors?
More realistic games, means closer to the actual world... and in the case of war games, since they were mentioned... war is about money, not honour and patriotism as it is depicted commonly on games, so more realistic war games, would mean more of this shocking realizations about how things work, and less of a relaxation and distraction tool... so i say, f*ck realism, when it comes to games gimme something just plain fun that makes me think as little as humanly possible.
sorry for the long post.

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