Game ads in real time


ads in game

Real as in streaming advertisements piped dynamically to games like EA’s forthcoming Madden 2008, NASCAR 2008, Tiger Woods PGA Tour 2008, NHL Hockey 2008, and Skate. An extension of Microsoft’s game ad company Massive Inc. (purchased by the Redmond software leviathan last year for $200 million), the new EA/Microsoft deal will allow advertisers to feed changeable ads live to virtual billboards or other promotional in-game constructs. Goodbye static, built-in, quickly outmoded huckstering, hello voguish virtual real estate with advertising space for sale by the hour, day, week, etc.

It’s working by tracking the number of seconds players have seen an ad, and then switch it every 10 seconds. 10 seconds of ads view in a game would cost 10$, to be view by millions of players around the globe. Yeah, it’s more advertisements (and who needs those?), but it will also make car-driving video games much more “life like”, when you’re driving through town and the billboards are advertising things that are actually relevant, or at least produced in this decade.

“We’re thrilled to be EA’s trusted partner for dynamic in-game advertising for these products,” said Cory Van Arsdale, Massive Inc. CEO. “The addition of EA’s leading titles to our network represents a tremendous opportunity for brands targeting the youth demographic and sends a clear message that in-game advertising has arrived as a compelling medium for marketers,” he added.

Yankee Group estimates indicate around $26 million was spent in 2006 on dynamic in-game advertising, with the number expected to rise up to $100 million before the end of the year – and up to $650 million within three years.

18 Comments

  1. Comment by Steve on July 27, 2007 1:39 am

    IF done right, this will not be bad at all.

    _________________
    http://www.HowToGetFreeWiiPoints.com

  2. Comment by drmike on July 27, 2007 5:46 am

    That means the game will be cheaper to buy, right?

    *snort* Of course not….

  3. Comment by Mark on July 27, 2007 5:58 am

    So are games free now?

  4. Pingback by Here is some real BS!!! - Page 2 - HardwareLogic Forums on July 27, 2007 6:03 am

    [...] Re: Here is some real BS!!! Here’s a look at whats ahead for in game ads. UnderDark

  5. Comment by powerdeamon on July 27, 2007 6:12 am

    so this will make our games cheaper right, i mean, you’re going to sell space in the games that we buy?

    way to go money hoggin corporate f**kwads!

  6. Comment by Paul on July 27, 2007 8:25 am

    Make next gen games more expensive AND I have to deal with real-time adds?

    No thanks, I’ll pass.
    fu ea.

  7. Comment by Kazimieras on July 27, 2007 8:32 am

    This will be real fun in 10 years. They’ll turn off the ad servers and we’ll be left with error messages instead :)

  8. Comment by andy on July 27, 2007 8:39 am

    The purpose is to create more money for over priced games? Ea has merged with Microsoft. I thought EA couldnt get any worse, why partner with Microsoft.

    Look for news bugs and errors when I use peer guardian to block those ads. If I cant play a single player football game without being connected to show advetisements, I will burn my EA madden 2008 dvd and send it back to ea.

    I hope others protest the bullshit these idiot amature software devlopers put out for us to buy.

  9. Pingback by Deeko News - Your Daily Dose of Media News Unfiltered on July 27, 2007 8:41 am

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  10. Pingback by Madden 2008 and other EA sports games will have live ads streamed in via the interweb - SpartanTailgate.com - Michigan State Spartans Forums on July 27, 2007 9:48 am

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  11. Pingback by Madden 2008 and other EA sports games will have live ads streamed in via the interweb - SpartanTailgate.com - Michigan State Spartans Forums on July 27, 2007 9:54 am

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  12. Comment by Scapes on July 27, 2007 10:22 am

    Hell, I work in advertising and I still don’t think this is right. Leave gaming alone! Leave it pure, unfettered by such garbage!

    Still, if it does come to this, no doubt there’ll be blockers created. I’m sure the ad-blocking software companies are salivating at the prospect of new income streams.

    I lament that we’ll be able to say lines like “hey, remember when gaming was ad-free?”
    – Scapes

  13. Comment by b on July 27, 2007 10:57 am

    BUY NOW BUY NOW BUY NOW BUY NOW BUY NOW NEW CAR NOW NEW CAR NOW NEW CAR NOW YES YES YES YES YES YES YES YES YES YES YES

  14. Comment by Lard on July 27, 2007 11:15 am

    There’s no excuse for advertising in gaming.

    None. Zero. Nada. Zilch.

    Any game that features advertising should *instantly* be banned.

  15. Pingback by Aggravated Gamers » Game ads in real time in new EA sport games on July 27, 2007 4:19 pm

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  16. Comment by Jake on July 31, 2007 8:21 am

    wow
    how lame
    unless they make it so
    with ads:$20
    without ads: $50
    this is bologna
    otherwise i forsee software to simply block the IP of the uploading server

  17. Pingback by consoleer » Blog Archive » This Game Brought To You By: EA Signs “Massive,” Realtime Ad Deal on August 7, 2007 2:15 am

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  18. Comment by Rent Video Games Online on August 10, 2008 8:24 am

    I agree. Games should be cheaper now. On the flipside though, it’s still going to make the games more life like. I guess you can’t have everything.

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