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PlayStation 3 Gains In-game Advertising, 'Organic' Ads To Provide A 'Richer Experience for Gamers'
by Chris Faylor, Jun 04, 2008 7:32am PDTSony Computer Entertainment America and Europe today revealed that the PlayStation 3 will soon support in-game advertising, a move the companies claim to make the system "a dynamic in-game ad platform."
No specific details were provided as to how invasive the integration may be, though SCEA senior VP Phil Rosenberg said that ads "organic to the environment" help create "a richer experience for gamers."
Only one advertising partner, IGA Worldwide, has been named thus far. IGA Worldwide CEO Justin Townsend commented that the setup will help its clients, which include EA, target a "global user base of 16-35 year old consumers with disposable income."
Earlier this year, Microsoft announced it had extended a PC and Xbox 360 in-game advertising deal with EA for another two years. Developer Gearbox Software also recently revealed its intent to utilize context-sensitive in-game product placement.
In a separate release, IGA detailed that it would provide dynamic in-game ads for EA-published PS3 games, such as Madden NFL, NBA Live, NASCAR, NHL, Need for Speed and Burnout titles.
In-game ads are said "to grow 1,150 percent to $971.3 million between 2006 and 2011," going by Yankee Group figures cited in SCEA's announcement.
"PlayStation 3 is undoubtedly the prime opportunity for the in-game advertising industry," Townsend stated in SCEA's press release.
The news follows yesterday's revelation of Qore, an North America-only video magazine sold through the PS3's online PlayStation Store. SCEA noted that Qore will contain "a new class of interactive advertising" along with exclusive previews, demos and betas.
Comments
That deal where Gearbox signed on to put ads in their games that are actually subtle and add to the world? Like the old rusted "PHILIPS" sign in WWII? Yes, that actually is pretty interesting. Want to put an old-school fading painted-on Coca-Cola ad on the side of a crumbling brick building? Neat, that actually adds a nice touch.
When Half-Life is loading, have an animation of a Zombine pulling out a Pepsi can. Then the Pepsi can starts flashing like a grenade. Then it blows up and splatters him all over the place. THAT would be an awesome ad we wouldn't mind watching. Make the some of the in-game ads like Jack In The Box ads - understand your audience, cater to them, fuck making your brand look silly. Millions of people will click on a YouTube ad of a cat playing a piano, but we don't want awkward ad placement.
But most of these ads probably won't be like that, most of them will be the same McDonald's "go fuck a cheeseburger" ads that annoy us on the web now.
Actually, do us a favor - don't even mention the ads or the deals you're doing, just do them. We'll let you know when we don't like them, but don't piss on our leg and tell us it's raining. Television execs don't say that putting ads during your television shows "provides a richer experience", we just both sort of accept the fact that it's necessary.
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I thought not. It sounds like the only "richer experience" will be for the companies.
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What's the cost of Qore / month?
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"Well Chief, we have two games. One is set in the future and involves a battle between a race of beings called the Flood, Humanity, and a group of religious zealots called the Covenant, and the other one is a game that has you driving through the city shooting people. We project that both will sell 2 million copies and cost about the same to produce"
"We can realize 20% more revenue from the second one through advertising. Publish that one. The other one can be a comic book or something."
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Ads to ad system.