Advertisements are everywhere in the real world, and their presence in the gaming world is growing fast. It is now a lot easier to deliver adverts even months after release; as long as you are connected to the internet, games developers and advertising companies can work together to patch up-to-date adverts into games. But exactly how should these adverts be approached?
Most of the adverts are billboards or in the background which can easily be ignored, such as those seen in sports games. These could be said to make the game more realistic, can you imagine a football game without the billboards or sponsors? These types of adverts are always very blatant and are for popular brands, to prevent the game’s realism from suffering, but many games feature more subtle advertisements that enhance the game.
Racing games, for example, feature many brands of cars and racing team logos, but without these games would likely get a more critical reception, saying that the game was missing something present in real world racing.
These adverts are present in premium games and mostly do not break the experience. However, if a blatant advert was placed in a game and it took away from the experience, perhaps stopping the game and not just being a part of the scenery, would we still endure this? We’ve paid for the game, so should we have to sit and watch advertisements that add nothing to the experience? If the game is free, would it make these kind of adverts more acceptable?
Dynamic adverts are realistic and add to the game experience, but should these be more than just product placement or a far away billboard? Should you be forced to watch these adverts in a premium product, or even a free one? Personally, I think adding products to a game makes it more realistic and helps it fit in with the real world, but these should not hinder the overall experience of the game.
What do advertisements in games mean to you?
djhsecondnature
If it’s product placement, then great. If it’s ads that are thrust upon you, then that’s bad.
Burnout got it pretty much spot on.
mugsybalone
This reminds me of games like Zool and Robocod, back in the 90’s, with levels constructed with big chunks of advertising and sponsorship (Chupa Chups and Penguin biscuits, if I remember rightly). Can’t remember it being too big an issue, smashing through giant lollipops as the Ninja From The Nth Dimension – though the games then were like one long sugar high so I guess the adverts weren’t exactly out of place. As soon as Uncharted sees me charging through a city built from Mars bars, then I might be a little put out.
MrBlack
i hate advertising full stop, it makes me want a delicious and refreshing glass of ice cold diet pepsi.
hannes_truce
As long as the advertising in games remains in the ambient marketing genre, like in films (think product placement) it doesn’t bother me. However I don’t think that there are any companies stupid enough to….oh yeah, alright thinking about it there are companies stupid enough but I hope they don’t try to put more intrusive advertising into games. Imagine having an advert break in the middle of a film at the cinema- same principle, so very doubtful it’ll ever happen.
Foxhound_Solid
Done right its cool….
Lorcan
Product placement is fine in my opinion, and billboards are fine.
As long as I don’t feel that it’s ever hindering my experience, then it’s alright by me. Whatever the developers need to get a bit of extra cash. Gaming’s a business.
If I ever had to watch an actual ad before/during a game, or wait a while for it to update the in-game ads, then I’d be pissed.
Danza Di Fuoco
I’m kinda suffering here so I’ll keep it simple….
Ads are annoying, ads are useless and I simply have no interest in Pringles which is shown on Hustle Kings and the spendid atmosphere of a origial PES stadium.
Okay!! maybe not useless but depending if ads are just images like billboards or in-game video screen (home) thats just fine!
The type like WipEout HD FURY should never be attempted again.
jikomanzoku
Bill Hicks: “If you work in advertising, kill yourselves, I’m not kidding, do it, Kill yourselves”.
The man was right.