PS3 News: SCEA, SCEE Cements PS3 As In-Game Advertising Platform - PS3 News

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SCEA, SCEE Cements PS3 As In-Game Advertising Platform

Gaming is big business these days, and you can't have big business without ads. Some gamers despise the idea, but they're gonna have to get over it, because with the numbers going nowhere but up, advertising is absolutely essential to maintaining that momentum.

Today, SCEA and SCEE have announced the "introduction of dynamic in-game advertising on PlayStation 3." What this means is that marketers can now contact Sony for placing ads in games for the PS3, and Sony's first partner is IGA Worldwide. In-game advertising is expected to increase by a whopping 1,150% to $971.3 million over the next five years (Yankee Group), and that being the case, Sony isn't about to pass up this opportunity. As SCEA says, the PS3 really is an ideal choice for marketing.

"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."

Everyone in the advertising industry knows how valuable the 16-35 demographic is, and of course, that's typically the age group that owns and avidly uses the PlayStation 3. This will be key to furthering the growth of the industry.

"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."

Sony reveals in the press release that they have sold more than 12.5 million PS3s worldwide, and DFC Intelligence predicts that total sales for next-gen gaming platforms "will pass the 180 million mark by 2011." Quite obviously, this is an advertising venue that can't be missed, and...well, it won't be. As far as we're concerned, provided it doesn't impact the gameplay, we have no trouble seeing a Pepsi billboard somewhere in the game. In-game ads certainly didn't hurt the experience in GTA, right? Let's just hope we don't get to the point where the gameplay is actually paused to watch a commercial, like in TV. That's going too far.

6/4/2008 Ben Dutka

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New Comment System

Legacy Comment System (16 posts)

John Shoemaker
Wednesday, June 04, 2008 @ 10:41:26 AM

There were in game ads in GTA? I thought all of those companies were fake.

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Ben Dutka PSXE [Administrator]
Wednesday, June 04, 2008 @ 10:46:40 AM

They were, but if they had been real...would it have made a difference to you?

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Wednesday, June 04, 2008 @ 11:00:19 AM

This is a great idea. In theory this could mean a lot more free content for gamers, either due to game companies becoming less dependent on money coming directly from gamers or content created by advertisers.
It's the same argument people make about the BBC here in the UK. If they allowed advertising on their channels there would be less of a need for a TV License fee.

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Wednesday, June 04, 2008 @ 5:15:50 PM

I hate TV ads so much that I rather pay for a TV license to have a add free channel. You pay for Sky channels and they still give you ads, effing joke.

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John Shoemaker
Wednesday, June 04, 2008 @ 11:32:20 AM

The ads in GTA didn't catch my attention that much because they were not everywhere. So it really didn't make the game any different for me. But games like Burnout Paradise made me mad because of the huge amount of Ads for real world companies in it. And I still had to pay 60 dollars for it.
If you have a company paying you millions upon millions of dollars, and I think EA was paid over 100 million for the ads in Burnout, then we should see the game for cheaper.
That's my take on it.

Last edited by John Shoemaker on 6/4/2008 11:32:31 AM

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Ben Dutka PSXE [Administrator]
Wednesday, June 04, 2008 @ 11:56:44 AM
Reply WOULDN'T have been mad if the ads in Burnout Paradise were just fake?

...I don't think I get it. Thing is, unless it hinders the gameplay, I don't see the problem. What difference does it make? I've ignored all ads everywhere for quite a long time, whether they be in movies, on TV, on the Internet, in magazines, or whatever. I've never had any trouble ignoring them in games; they're actually far more subtle than in any other entertainment venue.

Like I said, though, IF it really does impact our experience with the game, than that's definitely a big problem.

Last edited by Ben Dutka PSXE on 6/4/2008 11:57:20 AM

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Wednesday, June 04, 2008 @ 12:09:30 PM

It may impact gameplay more than one may think.

With these advertisers pouring their money into this product, do you think that they won't have any say in how these games are produced?

The threat to take an endorsement away from a game due to too much violence, for example. These people are buying interest in the game that they are paying to advertise in. The companies will listen if they want to keep the money flowing in.

I understand the need for additional income, especially when you have games like GTAIV with a movie budget on them, but I think that overall, in game advertisements will hurt development more than gameplay.

Just my thoughts on the issue.

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Wednesday, June 04, 2008 @ 12:18:58 PM

The ads in GTA are usually comic, if ever so slightly. So sometimes I look at them. So if these ads are replaced by real ads, maybe it would affect the enjoyment a bit. But then again, if the ad people make the ads funny and memorable, they might be quite effective and profitable, while increasing the enjoyment of the games.

But it cant be too blatant, like EA.

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Wednesday, June 04, 2008 @ 3:32:28 PM

LOL, in GTA5 you can now steal electronics from BEST BUY,

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Wednesday, June 04, 2008 @ 3:36:57 PM

LOL when I saw the article at the begining, I thought that it was about in-game XMB LOL

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Odd Child
Wednesday, June 04, 2008 @ 4:01:55 PM

As long as it''s not like DVD advertisements put in the game and sit through 10 minutes of ad's. If it makes the game cost less to buy, then I wouldn't mind to much.

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Wednesday, June 04, 2008 @ 7:00:22 PM

in open world games, ads can fit seamlessly into the environment because we see them in real life anyway. as long as they keep the ads integrated into the environment in such a way as we would see them in the real world, i don't see a problem with it. i personally get used to ads (whether online, tv, or games) and completely ignore them anyway, which completely defeats the purpose for the ad. i just hope they keep them discrete enough that ignoring them is possible, but there isn't much incentive for that...

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Wednesday, June 04, 2008 @ 8:23:27 PM

I dont mind ads as long as its not overwhelming

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Thursday, June 05, 2008 @ 4:16:15 AM

@bamf, do you know how much revenue all those channels get from advertising? It's a lot, really a lot. think how much the BBC alone needs from the license fee, now consider how much the license fee would be if that cost was for all freeview channels. Hardly anyone would be able to afford shelling out that kind of cash annually.

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Thursday, June 05, 2008 @ 9:25:32 AM

This is like, burning down a rain forest, endangering a species, or destroying a nature reserve. Granted, there are no lives in the balance, but this is f*cking with something that needs not to be f*cked with. Is this the end of integrity in this specific form of art? An expression that was never hindered by advertising within the actual product now will be? So as the wording is, Sony wants to advertise for other products within its own unrelated products? Idk how Sony plans to do this, be it automatically inserted into every game or only Sony dev. titles, but it's a low ball either way. In case Sony hasn't noticed, a lot of people play games to escape to an alternate reality, and McDonald's and/or Pepsi's and/or whatever advertisements is the reality we're trying to escape from.

While we're at it, why don't we just insert 15 second "radio" ads between songs on the new CDs that are made?

We're just gonna have to see if this is going to be a serious problem...If Sony made their hardware more understandable and developer-friendly, games would not be so expensive to make and there would be no need for this awfulness!

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Thursday, June 05, 2008 @ 2:01:20 PM

if i have to watch commercials when i'm playing my ps3, i'll smash it over phil's head

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