SCEA pens deal w/ IGA to bring dynamic in-game advertising to PS3 games

source:
http://www.gamesindustry.biz/articles/playstation-3-dynamic-in-game-advertising-system-unveiled


Sony Computer Entertainment America (SCEA) and Sony Computer Entertainment Europe (SCEE) today announced the introduction of dynamic in-game advertising on PLAYSTATION®3 (PS3). Marketers interested in placing advertisements in games for PS3 or publishers with available in-game space for advertisements are able to engage through advertisement distribution partners, with IGA Worldwide selected as PS3’s first partner. This partnership will serve to bolster the already rapidly growing worldwide in-game advertising industry, which is expected to grow 1,150 percent to $971.3 million between 2006 and 2011 according to the Yankee Group.

“The PS3 platform is primed to leverage the high growth potential of the in-game advertising market,” said Phil Rosenberg, Senior Vice President, SCEA. “Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers.”

“PLAYSTATION 3 is undoubtedly the prime opportunity for the in-game advertising industry,” said Justin Townsend, CEO, IGA Worldwide. “Through this partnership with Sony Computer Entertainment, IGA can provide advertisers with a large and valuable global user base of 16-35 year old consumers with disposable income. With our standardized awareness-building advertising formats being delivered directly into people’s living rooms while they play, there are great opportunities for advertisers looking to engage through an entertainment medium outside of the traditional TV spot.”

PS3 provides advertisers with a direct avenue to reach the highly targeted, sought after gaming demographic, and has sold more than 12.5M units worldwide. DFC Intelligence forecasts that sales for the current generation of game systems will pass the 180 million mark by 2011, therefore, reiterating the potential for the in-game advertising market.

Oh this'll lower prices and make games more realistic, right gais!?

Actually, I'm double-disappointed here, because I saw SCEA pens deal w/ Iga, and thought there was a new Castlevania on the way for the PS3 or something. Not so much.

Hopefully this will likely only affect US and Euro-developed games for now (based on the branches involved), and hopefully the fact that I'm rarely connected to PSN will prevent ads from infesting my games.

Should be interesting. I have a feeling it's going to get out of hand though. It's one thing to see ads for "random company" on a billboard in a racing sim game. It'll throw me over the edge though when I have to read ads during loading screens and other obtrusive ads similar to most of the annoying website ads. We'll see just how far they take it.

[quote name='Warner1281']Should be interesting. I have a feeling it's going to get out of hand though. It's one thing to see ads for "random company" on a billboard in a racing sim game. It'll throw me over the edge though when I have to read ads during loading screens and other obtrusive ads similar to most of the annoying website ads. We'll see just how far they take it.[/quote]

Exactly, We have to be realistic and realize that companies have to offset the extremely expensive costs to develop games somehow. And as long as they do it properly, Like MSFT did in Crackdown, I think it should be fine.


Or even "sponsored" DLC.

Was bound to happen sooner or later.

[quote name='whoknows']Was bound to happen sooner or later.[/QUOTE]

It's already been done...so sooner. EA licenses there games, which I rather enjoy the random billboards in NHL/Madden. Sports is logical.

I dont care about a bunch of Geico billboards or cans of Pepsi on a table, But If I get swarmed with unskippable commercials I am starting a revolt!!

Even worse our tanks/jeeps/planes in Warhawk might end up looking like NASCAR cars.

[quote name='Chacrana']Oh this'll lower prices and make games more realistic, right gais!?

Actually, I'm double-disappointed here, because I saw SCEA pens deal w/ Iga, and thought there was a new Castlevania on the way for the PS3 or something. Not so much.

Hopefully this will likely only affect US and Euro-developed games for now (based on the branches involved), and hopefully the fact that I'm rarely connected to PSN will prevent ads from infesting my games.[/QUOTE]


I thought the same damn thing!


i don't mind in game advertisiing, however, the word "dynamic" really scares me. To me it could translate to annoying, overbearing, in your face, advertising, while you're playing te game.

NOT a fan of this.. of course most people will have a passive-indifferent attitude towards it until it's too late.

I'd be more than happy to fly around in a mountain dewhawk in exchange for free maps.

In game commercials are a definite no, but if some background advertising is going to encourage companies to keep adding to and updating games it could result in a good alternative to charging for new maps/vehicles. The question is about incentives to continue updating current games, and this could provide one and not be intrusive if done well.

I'm all for it.. just as long as its not too intrusive on the game itself. now HOME..the more advertisments the better. I don't care.

I guess this means Resistance 2 is about stopping the Chimera from taking all of our delicious Pepsi Cola and Mountain Dew.

[quote name='happy']I'd be more than happy to fly around in a mountain dewhawk in exchange for free maps.

In game commercials are a definite no, but if some background advertising is going to encourage companies to keep adding to and updating games it could result in a good alternative to charging for new maps/vehicles. The question is about incentives to continue updating current games, and this could provide one and not be intrusive if done well.[/quote]

Aww, that's cute. You think SCEA and SCEE are going to cut the developers a %age of this to make DLC? Very doubtful. Odds are that we will only get treated with longer load-times before the Geico Mustang we paid $2.99 to download will go roaring past a Dominos billboard that had to be downloaded before the level loaded.

I would love to be wrong on this. But I did my part, I wrote SCEA Consumer Services a friendly letter stating my inevitable disappointment with in-game advertising and proposing offering the games at two different price points according to whether or not the software includes the feature or not. Who knows, I'll probably have a child or two by the time this rolls out and it won't matter to me because I'll be too busy to play videogames, but I'm not gonna bitch about it without giving them my thoughts on the issue.