DailyTech - id Software OK With In-Game Advertising

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Software id Software OK With In-Game Advertising
Michael Hoffman (Blog) - May 11, 2006 3:23 AM

32 comment(s) - last by kvarga.. on May 13 at 10:43 AM

Can gamers expect to see multiple ads plastered in future video games?

It is no secret that the development and promotion of a high profile video game is not a cheap process. Although not currently used in the mainstream, advertising in video games is one of the options that developers are considering to help ease development costs. The obvious question that is being circulated among the gaming industry is whether or not PC and console gamers are going to be willing to deal with advertising in video games.

"If advertising does not interfere with game play, [I have] no problems with it," Tim Willits, co-owner and lead designer of Doom 3 said yesterday during a panel discussion. Willits later went on to to claim the company considered using advertising in the highly anticipated Enemy Territory Quake Wars video game.

As video game development continues to increase in cost, readers can expect to hear this debate start all over again. Microsoft just recently purchased Massive Inc, a company that specializes in creating in-content product placement and advertisements for video games, among other things.

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No no no

By tk109 on 5/11/2006 4:01:18 AM , Rating: 4

I want the game free if I have to look at stupid advertisements. Even then I'd rather just pay and not have them. Nothing like an ad with a huge Nike shoe plastered on a huge billboard to ruin the atmostphere and believability of a futuristic shooter.

I couldn't stand the blatent advertisement in the movie I-Robot. Completely ruined it for me and kept taking me out of the mood and tone of the movie.

I'll tell you one thing, I'll be the first in line to download the first Mod that gets rid of the ads.

RE: No no no

By segagenesis on 5/11/2006 7:53:02 AM , Rating: 2

The problem I see is "ok with them now" but eventually they decide to go full force and flood the game with ads when the money starts running in. Slippery slope towards gaming being indistinguishable from watching TV. Hey, while your putting it in there you could also cut the cost of the game too. What, no? Then I'm OK with not buying it anymore.

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RE: No no no

By gersson on 5/11/2006 8:31:06 AM , Rating: 2

I agree. The ads in Ghost Recon were stupid and were distracting.

If I have to put up with that crap then I want it free.
But then again, I'd rather just pay.

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RE: No no no

By wushuktl on 5/11/2006 8:40:29 AM , Rating: 2

?? you don't think this advertising gives a sense of realism? you don't think that in the future Nike will still exist and will want to advertise? that's ridiculous, of course their name is going to be everywhere just as it is already. what's the problem? i agree with other people in that there needs to be a variety. if there's only one brand name being showcased over and over again then that's stupid but if it's like real life when there's all kinds of companies trying to get your attention and it's going to help pay for the development of high quality games, then what's the issue?

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RE: No no no

By UNHchabo on 5/11/2006 1:04:13 PM , Rating: 2

If a game has advertising in order to make it realistic, I'd much rather it be for fake companies and fake products, a la Duke Nukem 3D, Half-life (vending machines, etc), and Counter-strike.

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RE: No no no

By MrCoyote on 5/11/2006 12:49:58 PM , Rating: 2

No thanks!!! I won't buy a game that has advertisments built-in. I'll definitely be reading reviews now, and not rush out to buy games. It's enough that games come with the stupid Nvidia and EA slogan trailers, and other trailers that most of the time, you can't bypass. When you load a game, the first thing that the user should see, is the MAIN MENU!

The game industry needs to listen to people, unlike the movie industry. It's crazy going to the theater and seeing 10 minutes of trailers for other movies. That's one of the reasons I stopped going, and started renting!

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RE: No no no

By Sharky974 on 5/11/2006 8:44:57 PM , Rating: 2

Who thinks like this?

You wont buy games with advertising? Are you some kinda weenie liberal?

I really doubt 90% of the people on the net ever carry through with their statements like this. If you'll never buy a game with advertising you probably better stop gaming.

Who cares.

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RE: No no no

By Sharky974 on 5/11/2006 8:46:21 PM , Rating: 2

And another thing, one of the best parts of movies is the previews, and I get upset if I get there too late and miss them.

Dont be a weenie man, really.

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RE: No no no

By mindless1 on 5/11/2006 9:16:54 PM , Rating: 2

You are a proud puppet.

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RE: No no no

By mindless1 on 5/11/2006 9:15:57 PM , Rating: 2

You might not have principles. Who cares if you doubt it? It seems like you have such a lack of ways to find entertainment that you'd put up with anything thrust upon you. Ok, be that sucker for the gaming industry, there are plenty of ways the rest of us can find entertainment.

Being a customer is about choice. How silly that you think we should make all purchases based upon YOUR choices.

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what ever

By mxzrider2 on 5/11/2006 4:08:32 AM , Rating: 2

yeah when i was playing sin episode 1 i noticed a logitecg ad, i really could care less it doesnt change my opinion on stuff. i like logi anyway

RE: what ever

By piroroadkill on 5/11/06, Rating: -1

RE: what ever

By patentman on 5/11/2006 7:38:40 AM , Rating: 3

Permanant BAN

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RE: what ever

By Knish on 5/11/2006 1:34:00 PM , Rating: 2

Insulting people will always get you moderated down, even if you are right

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RE: what ever

By joust on 5/11/2006 8:21:41 PM , Rating: 2

That was totally unnecessary. Grow up.

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Say it ain't so...

By brystmar on 5/11/2006 4:06:28 AM , Rating: 2

So does this mean Duke Nukem Forever is gonna have in-game ads??

RE: Say it ain't so...

By Griswold on 5/11/2006 4:36:54 AM , Rating: 1

Why? id is not involved in "making" DNF. But I'd welcome ads in DNF, it would certainly add to the flair of this particular game, if the right ads were chosen.

What most nay sayers here dont realize, real world ads can fit into certain games very well. Of course, in other games, ads would destroy the athmosphere.

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RE: Say it ain't so...

By Jedi2155 on 5/11/2006 4:58:15 AM , Rating: 1

I agree too, like putting an ad in something Doom 3 would kill the atmosphere, but seeing those Axe ads in Ghost Recon Advanced Warfighter was mostly okay except for the fact that it was prety much ONLY AXE. Have more variety in the ad's and then i'd be okay. But only one ad in a city seemed over done and ruined the atmosphere.

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RE: Say it ain't so...

By spindoc on 5/11/2006 4:38:11 PM , Rating: 2

Isn't it ironic that the acronym for Duke Nukem Forever is the same as Did Not Finish?

I've been waiting far too long for Duke to "kick more ass and chew more bubble gum"

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in creating in-content product placement and advertisements for video games

By crystal clear on 5/11/2006 7:55:45 AM , Rating: 2

You have to lay down strict guidlines about Ads as to when,how much of ads to be permitted.
Some Ads can be offensive/irritating for the game user due to their contents.Parents could object to offensive Ads in games they buy for theirs kids.Women can also object to contents/quality of Ads as it hurts their image as women.
The list is long & very problematic,with serious legal implications.On TV you can stop broadcasting an Ad or change/delete portion of those Ads ,on games you cannot.
How can one be sure those Ads dont contain any spyware?
You are entering a very complicated/sensitive area with serious issues/consequences.
NOT SO SIMPLE AS IT SOUNDS.......

RE: in creating in-content product placement and advertisements for video games

By Wilco on 5/11/2006 8:59:55 AM , Rating: 2

Well that will just be another part of BFCC certification (in UK for example). Its nothing different to checking all the other game content that they already do.

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RE: in creating in-content product placement and advertisements for video games

By crystal clear on 5/11/2006 11:11:09 AM , Rating: 2

Games are like movies either a blockbuster or a hit or a flop.Its up to the producer of the games to come up with something original that sells.
They complain about high development cost ,when infact they are outsourcing much of their to India,or bring in cheaper Indian software people.
They infact are hungry for profits-You dont expect them to openly declare their real motives.
As for certification, not all countries have the same laws or enforcement of their laws.Just for information Islamic terrorist organizations have targeted vedeo games to spread their propoganda.

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Irony

By lemonadesoda on 5/11/2006 10:13:46 AM , Rating: 2

I am looking forward to the moment when playing a game on the Xbox, with a product placement that says "this game plays faster on a Playstation"

Or government health warning

"Placing PC games can seriously damange your health. Take a break!"

LOL

RE: Irony

By lemonadesoda on 5/11/2006 10:14:29 AM , Rating: 2

"playing", "damage" (edit button)

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RE: Irony

By Sharky974 on 5/11/2006 8:38:43 PM , Rating: 2

Err, shouldn't that be this game plays faster on Xbox?

The Xbox is way faster than the playstation.

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Its ok with me if done in the right context

By patentman on 5/11/2006 7:33:40 AM , Rating: 2

I think in game advertising is just fine if done in the right context, and can even add to the realism of the game. Who wouldn't want to storm a wal-mart in GTA, or shoot up a coke machine in a Office buidling? I actually thought it was pretty cool in Ghost Recon Advanced warfighter when I looked up at a billboard and it said "Vive le Axe!" (an obvious ad for axe deodorant). It wasn;t tacky and didn;t detract from the realism of the game, because it was done in the right context. This is in contrast to games like splinter cell chaos chaos theory and need for speed, most wanted, where you are slammed so hard in the face with ads that they are impossible to ignore during certain portions of the game.

Are we talking in game or banners?

By Dfere on 5/11/2006 10:04:55 AM , Rating: 2

if its in game and done well (Axe 3500, Nike Mars shoes for Quake) I wouldn't mind it- BUT no mfg in his right mind is gonna pay to advertise a nonexistent product. So forget it.

Forget banners- unless the game is free. I thought there were a few companies working on that model now?

Fine if free...

By Trisped on 5/11/2006 12:03:11 PM , Rating: 2

When I first heard of in game advertising it was for an online MMO that used it and donations to keep the game free. They also took great care to make sure the ads were in line with the game as much as posible. Things like high quality or fashonable armor wore the names of advertising fasion designers. Since the names were not well known to begin with, it didn't really break the feal or flow of the game.

Now it seems like they are just reasearching in game advertising to increase their profit margin. I am not going to pay $50+ for a game full of ads just so some CEO can line his pockets. It is just stupid.

net connection?

By kattanna on 5/11/2006 12:15:58 PM , Rating: 2

my biggest concern, after the does it steal the show effect, is that will this make more games REQUIRE a active net connection?

will the ads be changing? will the game be going out to an ad server to pull in new ads?

what effect on the game will it have if i firewall off the game from going to the outside world, or if the ad server is lagging...will it effect game play?

personally...there are really very few PC games worth my time anymore, so i would be willing to pay more for them to be add free. but thats me

GRAW Xbox360

By Sharky974 on 5/11/2006 8:42:43 PM , Rating: 2

I haven't played much but I noticed early on all the anbandonded trucks happened to be Dodge RAM's.

Super nice photorealistic trucks that are fun to shoot up, mind you. But graphics are so good nowdays, you could clearly tell they were Dodge RAM's, and that's all I saw. Also I think there are Dodge billboards in the game.

I dunno, I dont care if it's done well it can add realism. Just like in a movie it's more realistic to portray somebody drinking pepsi than off-brand soda. I guess the annoying thing is when you can really tell they have a contract with Pepsi.

i like ads

By kvarga on 5/13/2006 10:43:28 AM , Rating: 2

I like advertisments! Not only the same wall texture around the levels. Or some floating target practice! ;) Isn't it fun?

As long as it doesn't disrupt the gaming experience.

By bunnyfubbles on 5/11/2006 6:36:46 AM , Rating: 1

There have been ads in games for a long time; Burnout has billboards and what not. Doesn't really matter because they don't stop the game (like they do for TV or radio, or even the internet if you're forced to sit through an add page which you can usually click a link and skip over)

Heck, and since it’s the PC, you can probably count on a hack if the adds are ridiculously obtrusive.

I agree it would be lame for a futuristic or a fantasy game to have modern day ads in them, but if the advertisers can come up a way to keep it rather subliminal, it’s ok – like how in Doom 3 they mention some Quake 47 or something. Or if it’s a futuristic shooter, you can have levels where there are futuristic looking computer terminals with a familiar Apple or IBM or Dell logo, and the futurist gear you see worn on some players contain familiar Nike logos. It’s still advertising even if they’re only pushing brand association - but its far better than commercial interuption.