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| The Price Is Right for In-Game Advertising |
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Gaiiden GDNet Content Lead Member since: 8/30/2000 From: Lincroft, NJ, United States |
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 Posted - 5/1/2008 8:12:20 AM |
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| About Eyeblaster Eyeblaster is the global leader in campaign management, empowering agencies, advertisers and publishers with a comprehensive solutions to plan, create, execute and measure advertising across digital channels. Ran Cohen Vice President, Product Planning In just over two years, Ran Cohen built Eyebalster's industry-leading emerging media initiatives, including in-game, mobile and on-demand advertising. Prior to Eyeblaster, Mr. Cohen held senior positions as VP Business Development and Senior Director of product marketing in C.A.C Media, Comverse Technology (NASDQ: CMVT) and Odigo where he managed teams and projects in the fields of mobile applications, IPTV and instant messaging. Mr. Cohen holds a BA in Economics from Hebrew University and an MBA from Tel Aviv University. |
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Konfusius Member since: 3/14/2004 From: Dortmund, Germany |
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 Posted - 5/1/2008 2:43:47 PM |
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| Intensive in-game advertising is ok, but only when the game is free of cost. |
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superpig GDNet Technical Lead Member since: 5/26/2001 From: Oxford, United Kingdom |
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Posted - 5/1/2008 6:00:51 PM |
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Quote: Why? What if the game wasn't free, but cost less than it otherwise would have done? (E.g. a AAA title for $20 instead of $30). |
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NickGravelyn XNA/DirectX MVP Member since: 8/14/2005 From: Seattle, WA, United States |
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Posted - 5/1/2008 6:08:50 PM |
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Quote: That's what I want to start seeing. Lots of AAA games wind up with ads in them. Fight Night Round 3, Crackdown, Rainbow 6 Vegas (and, I assume, Rainbow 6 Vegas 2). Heck Crackdown has even been updated to keep relevant ads in the games (all billboards in the US were switched over to Live Free or Die Hard when it was coming out on DVD). It'd be nice if we could see these games drop back to $50 or $40 (USD in my case) instead of the $60 USD it costs for a new Xbox 360 game. --- twitter.com/nickgravelyn | nickgravelyn.com |
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Oluseyi Staff Member since: 5/14/2001 From: New York, NY, United States |
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 Posted - 5/1/2008 6:31:12 PM |
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Quote: I suppose it's an expectation born of the traditional relationship between viewership and advertising: you consume content for free or greatly reduced cost (television, radio), the content creator gets paid by the advertiser, and the advertiser reaches you with a message. Of course, movies broke that arrangement a while ago - all those Ford badges in I Am Legend and the assortment of GM vehicles in Transformers served to line studio pockets, without easing the punch on yours... |
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superpig GDNet Technical Lead Member since: 5/26/2001 From: Oxford, United Kingdom |
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Posted - 5/1/2008 9:14:55 PM |
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| That assumes that the cost of production has stayed constant, of course. |
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supagu Member since: 11/7/2001 From: Australia |
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Posted - 5/1/2008 10:13:43 PM |
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| The price may be right, but finding a company to provide in-game advertising is the problem most indies are having right now (including my self). |
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Malveka Member since: 5/3/2008 |
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Posted - 5/3/2008 12:38:30 PM |
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I am a professional software developer (not games), a hobbyist game developer and a dedicated game player. For the record, I will not play games that contain in-game advertising, regardless of whether they are "free" or come at a cost. I believe there are many people that feel similarly and I want game publishers to understand that there is an audience they will lose if they pursue this tactic. |
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Ezbez Member since: 5/10/2005 |
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Posted - 5/3/2008 12:58:07 PM |
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| Would you play a game that offers a free/reduced price version with ads *along with* a full-price ad-free version? |
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NickGravelyn XNA/DirectX MVP Member since: 8/14/2005 From: Seattle, WA, United States |
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Posted - 5/3/2008 1:02:25 PM |
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Quote: What if the ads make sense and are done in an un-intrusive way? Suppose you're playing a racing game and you see a billboard next to the road advertising some real life car products. In that case the advertisement is related to the game and done so in an un-intrusive way (an in-game billboard along the road). Or in Rainbox Six Vegas they had a bunch of ads on the bus stops and signs outside of the casino. I found it amusing to read them all, but I think they make sense. There are ads on bus stops and signs on sidewalks in Vegas. |
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Giedrius Member since: 6/7/2005 From: Vilnius, Lithuania |
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Posted - 5/5/2008 3:04:23 PM |
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| Advertisments may add to the reality feel of the game, if they are unintrusive and don't oblige users to interact with them in any way. For example, when playing Splinter Cell: Double Agent, it really gave me an interesting feeling when I saw a real life ad on a rooftop while flying in a helicopter. So I think ads can be used in games in a positive way. |
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Wismerhill GDNet+ Member since: 1/2/2008 From: Paris, France |
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 Posted - 5/6/2008 3:34:01 PM |
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Quote:I'm with you on that. Quote:That's sadly true, how ironic... |
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Splinter of Chaos Member since: 6/9/2006 From: My head. |
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Posted - 5/7/2008 7:15:49 AM |
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| I'll play a game that has advertising, but I'm truly disgusted by the whole ordeal. I was playing TrackMania Nations (or whatever the new one is) and they have an ad for a real life car. OK, it's a racing game, cars, they mix. But what itched at me was how MANIPULATIVE it was. I mean, rushing down this track at ludicrous speeds and seeing that car connects in the brain an irrational correlation between speed, fun, and that car. The more fun the game is, the stronger the emotional impact, the amagdyla in the brain notes that this is more important and the connection between speed, fun, and that car is stronger. This used to help us not eat the wrong plants and now it's our pitfall into mindless consumerism. This is WHY in-game advertising is effective. This is why in-game advertising is so deceptive. This is why I believe in-game advertising is wrong. EDIT: To back up what I said about the psychology of in-game advertising: http://www.microsoft.com/presspass/press/2007/aug07/08-08InGameAdsPR.mspx This article explicitly states that brand rating goes up, and not because people tried and liked the product. It went up simply because of subconscious messages created by devious advertisers. Wake up, it's 1984. [Edited by - Splinter of Chaos on May 7, 2008 6:15:53 AM] |
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Malveka Member since: 5/3/2008 |
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Posted - 7/4/2008 2:25:54 PM |
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Quote: Sorry it took me so long to reply to this. Lost track of this post. :( That's a very interesting question. I think I would. Naturally I would purchase the ad-free version to play and would not play the version with ads. It's not my goal to limit the choices of others, but rather not have my own choice limited to playing with ads or not playing at all. Thanks. |
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Malveka Member since: 5/3/2008 |
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Posted - 7/4/2008 2:43:54 PM |
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Quote: In this case I would play if the ads are part of the game world, but not if they are ads for real world products that have no place in the game. If it's racing game and it's advertising tires that are a brand you can actually put on your race car, that's fine. If it's for a real world tire that has no place in the game - not fine. This, of course, raises the ugly spectre that game publishers and product marketers will get together and design the game to include real world products, so that the game becomes inextricably woven with promoting real world products. That is extremely distasteful to me and I wouldn't buy those games. It's possible this has happened already. I don't know. My tastes run to fantasy and sci-fi settings, where the advertising of real world products would stand-out as being highly intrusive. Thanks for the discussion. |
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Splinter of Chaos Member since: 6/9/2006 From: My head. |
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Posted - 7/4/2008 2:54:38 PM |
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Quote: This kind of goes back to what I said about Trackmania advertising a car. It makes sense, but the in-game performance of a real-world object doesn't reflect the real-world performance and that's deceptive. Whether it's better or worse than reality, it's deceptive. Also, seeing the real world object might remind you of the game (at least subconsciously), so you might be (subconsciously) biased by the fun you had. (Studies have proved people's opinions being changed for products they never even saw in real life, and might no consciously remember in the game. To think cars they've never seen are faster because they were in a game, for example. This is my guess for why.) |
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Malveka Member since: 5/3/2008 |
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Posted - 7/4/2008 3:10:02 PM |
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Quote: Thanks Wismerhill. I'm happy to see it confirmed that others feel similarly. It is, indeed, ironic that ads in a game might make it more like "reality". Personally, I like my games to be less like reality and more like the kinds of worlds in which I would like to live. I can state with confidence that these are worlds in which there are fewer companies trying to shove products down my throat. :P An example is that of the baseball fields in public parks. In the towns near me, the public baseball fields that are used for Little League play are each surrounded by a fence. And on the fence are... you guessed it... billboards filled with advertising, encircling the entire field. Hey! just like the pros. Isn't that cool? Yuck. I find it disgusting. Are we so desperate for sponsor money that we must subject our 8 year old children to brainwashing? This is one small sample of the trend for companies to push advertising into every conceivable location where our senses may momentarily come to rest. Bathroom stalls, urinals, gas pump nozzles, coffee cup insulators, clothing, return envelopes that come with bills, etc., etc. ad nauseum. No place is sacred and as long as we don't push back the imperialist expansion continues. So... my position on games? Pass them by if they include advertising and encourage others to do likewise. [Edited by - Malveka on July 4, 2008 2:10:22 PM] |
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Malveka Member since: 5/3/2008 |
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Posted - 7/4/2008 3:24:58 PM |
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Quote: Splinter, I agree with you wholeheartedly. My preference is for zero real world advertising in games, because, as you state, it is essentially deceptive in nature. This is not new to video gaming, of course. Television ads have long been noted for linking unrealistic expectations to products. Games, however, require more active participation from the user than does watching a television, so the potential for creating even stronger associations definitely seems to be present. I think this is an excellent observation on your part. |
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