Wipeout HD In-game Ads Nearly Double Load Times (Updated)

by Nick Breckon and Chris Faylor, Aug 03, 2009 3:58pm PDT

Update: Sony has now pulled the most common video ad, a commercial for State Farm, and vowed to "ensure that any in-game advertising does not affect gameplay."

Original: In-game advertisements recently added to Wipeout HD are nearly doubling the load times of some races, Shacknews can confirm.

The video ads, served by advertising firm Double Fusion, occasionally play in a window as a race loads. Video evidence suggested that load times can last around twice as long when the ads are incorporated, a ratio that Shacknews can corroborate after independent testing.

After selecting a ship, it took us approximately 12 seconds to enter a race. With the ads playing, the race consistently loaded after around 20 seconds.

The advertisements were added several days ago in an update to the year-old game, but were not mentioned in the patch notes or by Sony. The first official word of the commercials came from a Double Fusion press release issued today.

"By introducing high-resolution dynamic video ads into Wipeout HD, Double Fusion is responding to advertiser demand and offering an engaging ad format while pushing in-game ad innovation to a new level," said Double Fusion CEO Jonathan Epstein.


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  • Still upset about this.

    I remember reading about how great this game was, the attention to detail the developers put into the backstory of all the corporations, all with a real identity that carried over to their ship designs, etc. and now we have these ads that are completely out of place.

    This kind of stuff might be okay for you, but I don't want any part of it. I want there to be big bold letters when I am purchasing a game warning me that I am accepting advertising. Then I can make a decision. Do I want to play this game enough to ignore how I feel about advertising. I can't think of a game that I absolutely must play that would make me pay that price.

    Let me vote with my wallet.