So to start off my blog again, I'd like to talk about advertising in videogames. This particular area is one that Advertising companies are currently working their way into. Actually, one can already find examples in specific games out there, that include advertising, but so far its mainly seen in sports games that advertise for other sports games. However, actual product placement has in rare cases found its way into videogames, for example EA's Need for Speed Underground 2 features product placement with companies like Best Buy, Cingular Wireless, Old Spice and even Burger King. It seems that EA Games, have been the first major game publishing house that has allowed serious advertising to take place in their games. Even other companies have included these as well, such as Ubisoft in their Splinter Cell series once had this huge glowing Axe body spray commercial featured:
Question is, do gamers want ads in their games?
There seems to be two different opinions on this question among many gamers. Some believe that ads in their games enhance the realism, as instead of seeing made up products, one could see things from the real world. This could let the gamer have an easier time really immersing himself in the game, and thereby enjoying it even more. On the other hand, some gamers see this as an intrusion into the one kind of media, that until now has remained relatively untouched by ads, and one place to escape from the constant bombardment of commercials found both on the internet, radio and TV.
Personally, I don't mind particularly, at least as long as we aren't forced to sit and watch an actual commercial in-game. If that was the case, i'd be extremely anti in-game advertising. It seems though that many advertisers are figuring video game advertising into their budget. Money previously spent on TV and print is now being redirected to in-game advertising.The interest in product placement in video games is increasing and the technology is already advancing to new levels. Massive Inc. is releasing new technology that gives advertisers a way to update their ads even after the game's release, which means advertisers will be able to constantly keep games updated with new ads.Something completely new, and which opens up many new possibilities for these companies, as they can also focus on specific target audiences in different games.
Should be an interesting thing to follow, as this last place without much advertising will probably soon be the newest to always feature them.
This was an extremely interesting post as I had no idea that there was software out there that allowed advertisers options to alter their advertisements after the game has been released. I have no idea how that words but that is besides the point. I have noticed advertisements in video games, especially sports games, and I am not at all surprised. We first saw product placement in countless movies where an item was strategically placed so you could see its label, or even discussed. Since video games and computer software are very popular as well as films, advertisers definitely want to take advantage of this popular sphere which many individuals spend hours playing. And video game companies will never deny this additional revenue, therefore we now have advertisements in video games. Yet, I do not know if you are aware but commercials have emerged in some computer games, primarily as the game is booting up, and there is no way to fast forward through them. It will be interesting to see in the future if commercials appear in many sports video games, perhaps during halftime, to further maximize product placement.
ReplyDeleteI think advertising in video games will become the standard in the near future. The technology is there, as you mentioned, to allow for changing of ads even after the game is released, especially since most game platforms are now connected to the internet.
ReplyDeleteThere are, though, privacy issues associated with this sort of technology. Should publishers be able to track gaming habits or interests of users to target advertising? Should they integrate information that may be collected through other social networks to target ads? Is this beneficial to the user and company, or is it an invasion of privacy?
These are questions that have to be examined as advertising becomes more and more invasive with new technological advances.