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The politics of in-game advertisements

Posted Dec 01, 2007 at 02:57PM by Isaac C. Listed in: Nintendo DS, Wii, PlayStation 3, PSP, Xbox 360, MMORPG, Games for Windows Tags: Microsoft, Ubisoft, Game Conference, Double Fusion, in-game ads
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Shoes! - Image 1 


Gordon Bellamy of the in-game ad firm Double Fusion talks about the subject of in-game advertising in the Independent Game Conference in Austin. He discusses how advertising could benefit not only the company who does the advertising, but also the game itself.

Bellamy goes into the politics of in-game advertising, explaining that companies can work with Microsoft if they want dynamic ads on the Xbox, but it isn't possible on the PlayStation 3 and the Wii, so "Doritos can't be multiplatform." The best platform for in-game ads, he says, is the PC, because it's the "broadest market," and that fosters competition.

He explains one of the successes of in-game advertising, citing Ubisoft's Far Cry. The game advertised products relevant to the area it's released in, thus making it possible for the game to be freely distributed.

The downside, however, is that the game spread to areas where there weren't any advertising partners. In effect the game was distributed for free without the support of advertising and the game had to be pulled out.

Bellamy explains that in-game ads will be a big business, recalling that just a few years before, companies were paid to participate. Now they have to pay the game to be able to participate. He explains that the industry may also grow to US$ 10 billion in four to five years.

He also reveals that Sony and Nintendo also had plans for in-game advertising but he would not reveal more, saying that they'd have to wait for an official announcement. "I think Sony will make an announcement first."

Some gamers may find in-game advertisements to be nothing more than shameless plugs, but as fellow writer Charles D. said: "if it helps pay the [...] bills [...] then by all means advertise away."

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5 Comments


Sort by:
   by MitchenX - 2007-12-01
 » doritos
i've never been a big fan of in-game adverts, but i am quite fond of doritos. There should be a game about finding all the doritos in the world and then eating them. :)

   by MitchenX - 2007-12-01
 » also...
Sora from Kingdom Hearts should be doing Adidas shoe commercials. ;)

   by Advertising -
   by Constantinecy - 2007-12-01
 » Thank god it will be the 360 and pc only!!
I hate this! ads have penetrated everything!! Imagine playing god of war 3 and in the battle between Kratos and Zeus you sudently see a McDonalds sing on the entrance of the gods palace on Olympus!!!!(???)

Thanks but no thanks!!

   by Someone_PR - 2007-12-02
 » well....
In game ads is cool if they keep it real the game... like billboards in racing games, in a soccer games and baseball games have ads... it depends in wich game and how they do it... in an ancient game u can't put a macdonald sign but is ok in a shooter game have a destroyed macdonald or a painted wall or something... anyway in big titles games is better without it...

   by Billie - 2007-12-03
 » Sly Stallone
I can't wait until all restruants are Taco Bell, like in the movie "Demolition Man".



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