Game developers and ad agencies are working together to implement more in-game ads
Due to the increasing cost of game development along with a high potential to raise revenue, more game publishers are utilizing different forms of in-game advertising. During the 2007 Game Developers Conference in San Francisco, in-game ads were brought up during several sessions -- one session focused solely on the dynamics of in-game ads.
In-game advertising, specifically with the plasticity of dynamic in-game ads, will be something that gamers will have to get used to in future games, said a game developer with a large U.S.-based game publisher said during GDC.
PlayStation Home, announced during Phil Harrison's keynote at GDC, will also make use of dynamic in-game ads. Users can own an apartment with TVs that can show movie trailers for future movies, the content will be updated without the user needing to do anything.
Massive Inc. will have more than 100 titles with in-game ads before 2008, according to the company. Games such as Crackdown, MLB 2K7 and Ghost Recon Advanced Warfighter 2 are just a handful of games that will have ads from companies and organizations such as NBC, Dell, Intel, and Verizon in them.
Reactions to the growing trend of in-game ads being implemented was an interesting one. The general consensus of those we spoke to mentioned they didn't mind as long as the ads didn't interfere with gameplay.
"Let's face it, we're not changing the world. We're building a product that helps people buy more crap - and watch porn." -- Seagate CEO Bill Watkins
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