Rejoice: In-Game Ad ‘Faith’ Waning
December 8th, 2008 | Written by Anthony Perez | Topic: Industry News
At the recent Reuters Media Summit, executives from multiple companies discussed the growth and viability of in-game advertising. In short, while in-game advertising will undoubtedly grow, it will still be only a “blip” in gigantic $150 billion advertising industry.
Projected growth estimates for in-game advertising vary, with several experts suggesting that ad spending there will top $100 million this year, and grow to around $1 billion in 2011.
And while that growth seems sizable – and at 900%, it is – it could be hurt by two factors: the struggling economy and the perceived effectiveness of in-game ads. Strauss Zelnick, the CEO of Grand Theft Auto publisher Take-Two Interactive, doesn’t believe there is much opportunity for ads in video games.
Strauss Zelnick, executive chairman of Take-Two Interactive Inc, maker of the hit “Grand Theft Auto” franchise, said that one problem lies in the chance that recognizing an ad in a game is distracting.
Advertising that truly captures the attention of the consumer is going to take that user “out of the entertainment experience,” Zelnick said.
Such a disruption of a person’s entertainment experience is one of the key contributors to the overall hatred of advertising, and could work against the goals of an advertiser trying to push its products and brand names in your face.
Still, the unexpected nature of some well-placed and more subliminal advertising could prove to be an effective marketing tool for a lot of companies. A lot of advertising isn’t meant to have you immediately pull out your wallet. Most advertising is a lot more devious and psychological, so advertisers aren’t expecting you to buy a brand new Ford because you saw it in a game. They do hope, however, that you at least had a positive experience with the car in the game or enjoyed a part of the game where their car appeared.
What do you think? Do ads have a place in games or are they a waste of a company’s money? Is it at least more acceptable in sports games considering the high level of advertising in sports broadcasts?
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Comment by TheForgotten0ne on the December 8th, 2008 at 6:15 am
I actually hope that we will se advertisment in gaming. But the problem will be to make it look like it fits into the game, like it's not just something thats all out of place.
Like the iPod in MGS4 and I have to admit the Obama advertisment in Burnout was brilliant, a little bit to flashy, but thats what I think about the entire american election
Comment by Matt J McDonald on the December 8th, 2008 at 7:05 am
I think that in-game ads make sense on a few different levels.
First off, if you're going to make a game that takes place in "the real world" then it should have ads, billboards, posters, etc. The real world is full of ads, and games that are trying to portray that should embrace that fact. This being said, there has to be some logical application of the ads. Put billboards where you'd normally see them (like the Obama campaign) or posters on the sides of buildings.
I'm also not against non-ridiculous product placement in games. Does your character drive a getaway car in a key plot element? Why not make it a Ford or Cadillac, just as long as you stay away from lines like "Thank god we've got this brand new ultra-powerful Ford F-150 ™! Nothing can stop us now!" As long as it's integrated into the story in a believable way, it doesn't have to grab the attention of the player, just being there is a strong statement.
Comment by TheForgotten0ne on the December 8th, 2008 at 7:42 am
Well said, the important thing is to integrate it to the game and make it look realistic.
And to the GTA dude saying it's not possible, they had adds in GTAIV, sure they weren't real, but I took my time and read them. And I think I would do that even if it was a real add
Comment by fdinolfo on the December 8th, 2008 at 9:21 am
GTA IV is a great example of a game that could have had ads all over the place and still manage to not be annoying. If the billboards, radio ads, tv commercials, etc were for real products instead of made up stuff it still wouldn't have seemed out of place. I think that game was a missed opportunity for making in-game ads work.
Comment by JacobS on the December 8th, 2008 at 11:01 am
I'm okay with advertising where it works, but it should be used more for propagating a certain brand. The picture used in the post looks kind of absurd to me, especially since it's based on its timeliness.
Comment by TheForgotten0ne on the December 8th, 2008 at 11:50 am
Once more I have to agree with what someone else says.
The cheer fact that there is a comcercial for a movie ON a battlefield makes little sence, and the way it stands out is just horrible, if they made it look like it had been there for some time and was left there standing when the war startet then it would almost be okey, but that picture is the perfect example on how it shouldn't be!