SCEA, SCEE Cements PS3 As In-Game Advertising Platform
See Full ImageGaming 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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Comments (16 posts)
Ben Dutka PSXE [Administrator]
Wednesday, June 04, 2008 @ 10:46:40 AM
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ThePoetRazel
Wednesday, June 04, 2008 @ 11:00:19 AM
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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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bamf
Wednesday, June 04, 2008 @ 5:15:50 PM
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John Shoemaker
Wednesday, June 04, 2008 @ 11:32:20 AM
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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
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...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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TheNoobAvenger
Wednesday, June 04, 2008 @ 12:09:30 PM
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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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danr
Wednesday, June 04, 2008 @ 12:18:58 PM
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But it cant be too blatant, like EA.
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Solidgearz
Wednesday, June 04, 2008 @ 3:32:28 PM
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Bugzbunny109
Wednesday, June 04, 2008 @ 3:36:57 PM
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Odd Child
Wednesday, June 04, 2008 @ 4:01:55 PM
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NoMoreWar
Wednesday, June 04, 2008 @ 7:00:22 PM
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OtisFeelgood
Wednesday, June 04, 2008 @ 8:23:27 PM
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ThePoetRazel
Thursday, June 05, 2008 @ 4:16:15 AM
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Loogs
Thursday, June 05, 2008 @ 9:25:32 AM
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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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John Shoemaker
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Wednesday, June 04, 2008 @ 10:41:26 AM