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Nolan Bushnell says typical in-game ads do not work

Posted Apr 30, 2008 at 9:58PM EST by QJ Staff

Listed in: News Tags: in-game ads, Jon Epstein, Nolan Bushnell, Silicon Valley

An example of in-game advertising from Doom 3 - Image 1

Ask any person about in-game advertising, and chances are you'll get a variety of responses. Certain people like Jon Epstein of Double Fusion are understandably supportive of it, while others, like Nolan Bushnell, don't think it'll work.

According to Bushnell, it's the nature of the in-game ads that works against them:

In-game advertising is much, much more [in your face] advertising and is more like a billboard. I donÂ’t believe those kinds of ads are very effective. In a game, if youÂ’re not riveted on the objectives, youÂ’re going to lose.

Nevertheless, Bushnell has admitted that thereÂ’s opportunity in the casual games business. In fact, he currently serves as an advisor to NeoEdge, a Silicon Valley company that focuses on incorporating ads in casual games.

The difference is that NeoEdge's ads may come before, during or after a gaming session - much like TV ads. The ads are reportedly not hidden in the environment, unlike most cases today.

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I agree with Mic2000 it does break the suspension of disbelief. Seeing out of place ads really takes you out of the game. There is only one set of games that I would not mind ads (assuming the game was then made cheaper on my end) and that is sports games - particularly Madden, FIFA, and NHL. Games that have ads plastered all over them in real life, and in the game are replaced with redicously fake ads (or simply the EA logo). That would add to the game, assuming they were the right ads for the right stadium (basically try to work out a deal with the arena advertisers and get those same or similar ads).

# Pay to be marketed to? BS! — pspgamerau 2008-05-01 10:34

If a game features too much advertising I usually dump it. Put the onus back on the developer - either get my money for the game, or get it from the advertising company - but to hell with you if you think I'm going to pay top dollar for the pleasure of being marketed to!

# ok — rollypoly 2008-05-01 12:19

you question an AXE billboard in a racing game? you don't find yourself smelling pretty bad after a few hour marathon of racing? if not then you must use some sort of deodorant, and if you do then maybe you should try AXE... about as out of place as textbooks in school...

ads don't really bother me unless i can't ignore it without stopping what i am doing (TV).

on the quote:

his logic is extremely flawed... you can actually DIE if you don't pay attention while driving an actual car. so the consequences are very real, however billboards still exist which must mean they are at least somewhat effective.

# a — pwandz 2008-05-01 14:16

joke?

# GT — Barakku 2008-05-02 07:09

Similarly, I like the ads in Gran Turismo 5 prolouge; it just looks real.

# PSX Wipeout — DrNicket 2008-05-04 05:10

Remember the Red Bull ads in Wipeout?

We didn't have Red Bull here in Canada until years later. I thought it was a fake ad or another company that was involved in the making of the game.

I sure learned different.

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Nolan Bushnell says typical in-game ads do not work

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