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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  • I don't know about some of the dumb comments here but, I will return/refund any game I find with ads. As If the 60$ price tag Is not high enough already. I've seen some people comment on forums that In some countries people can't afford new games because of this price, and I seriously doubt that ads will In any way, shape, or form reduce this price. All these companies are out too do Is fatten the bottom line, not to reduce prices!

    I could care less If the load times aren't reduced or not, ads are Intrusive and wreck the overall gaming experience. I play games to get away from the real world, and all the crap from are daily lives that we put up with, so why would I want ads ruining this Illusion for the short time I'm playing?

    I would bet you a million dollars, that the same exec's who came up with this dumb ass Idea are the same people that use Tivo's so they don't have too watch commercials.

    You best tread carefully on this subject dev's, or your likely to be out of a job.