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IGA: In-Game Advertisements Work

When they first started showing up in games, a whole horde of so-called "purists" were indignant. "How can they pollute our games with advertisements?" some would self-righteously ask. Well, lest we forget, this is a business, and just as there's product placement in TV and movies, there is - and always will be - in video games.

Furthermore, as IGA Worldwide tells you, it works. In this new promotional video, IGA claims that around 36% of gamers exposed to in-game ads "bought or requested information of a product after seeing" that ad. IGA, if you didn't already know, has big deals with both EA and Sony to produce ads in games, so it's no surprise they'd conduct this research. Furthermore, they say that about 90% of those who saw the in-game ads "recalled brands they had been exposed to," which isn't exactly shocking. After all, isn't this the very point of advertising? You can say you don't notice and don't care all you want; your subconscious knows better, and so do the advertising agencies. The bottom line is that you can expect plenty more ads to pop up in games and the good news is, you really can ignore them all you want - it's not like a big ol' logo is floating before your eyes, blocking your view - but just don't expect them to go away. The more popular a game is, the more likely you are to see ads. Pretty soon, you'll probably be able to spot trends; there was always a reason everyone was seen clearly drinking ginger-ale in "Everybody Loves Raymond." And when Kramer asked after Mini Ritzes in "Seinfeld," there was likely an external reason.

It's just something we have to live with, and I for one don't care in the slightest. Provided it doesn't directly impact my enjoyment of a game, they can advertise in games until they're blue in the face. Go for it. More money for the industry.

4/18/2009 Ben Dutka

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Comments (32 posts)

LightShow
Saturday, April 18, 2009 @ 11:10:12 AM
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as long as I can destroy the billboards, I guess I don't mind that much =D

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piratedrunk
Saturday, April 18, 2009 @ 11:11:46 AM
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I also don't mind the advertizing especially if it is in something that fits like a racing game. Something like Kratos drinking a pepsi however would just be hilarious.

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bearbobby
Saturday, April 18, 2009 @ 11:47:00 AM

Kratos: "It's the choice of a new generation, and you better choose it or I'll RIP YOU IN HALF!"

lol

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shadowpal2
Saturday, April 18, 2009 @ 1:16:34 PM

IN THE END THERE WILL ONLY BE CHAOS!!!!!!

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Naga
Saturday, April 18, 2009 @ 11:12:34 AM
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The ADS are rubbish to hell with them

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jaybiv
Saturday, April 18, 2009 @ 11:34:15 AM
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I like the opportunities that advertising provides. One model that could come out of this could result in lower priced games with the tradeoff off being the game would download ads placed in the game. For instance, like with Burnout the signage would change more frequently with different ads. I'de take that.

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godsman
Saturday, April 18, 2009 @ 11:59:54 AM
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It's fine, as long as the ads are subtle and blends with the game. If it's gonna be advertisements during loading times, where you have no choice but to stare at it for 5-10 seconds, THAT would be ridiculous.

I guess as long as Sony makes extra cash, it all comes down to more pricecuts and benefitting existing PS3 fans.

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migabyte
Saturday, April 18, 2009 @ 12:11:46 PM
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Doesn't bother me, in fact it increases realism, it's how the real world is.

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city96
Saturday, April 18, 2009 @ 1:57:51 PM

Yea like in GRID where you win to satisfy the advertizers on your car so to win more money. Burnout Paradise has a real world environment - THERE ARE ADVERTS in REAL LIFE.

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NoSmokingBandit
Saturday, April 18, 2009 @ 12:12:39 PM
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Games still cost $60 so i dont see what the benefit is here. Games arent necessarily better because of of the extra money the devs make. I predict that some devs will throw ads in a game just to make up for bad sales because they made a shitty game.

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godsman
Saturday, April 18, 2009 @ 12:31:34 PM

Thats true. We all see how something that doesn't seem to hurt us, like DLC, where Developers end up taking advantage of us. Now the new idea about unlocking stuff with preorders, i think its getting ridiculous. Let's see how will turn out.

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jaybiv
Saturday, April 18, 2009 @ 7:57:50 PM

I feel you but with advertising, the advertisers have to believe that they are getting value in using the medium. Video game advertising has been around for a while but is still in its infancy. If video game advertising can get any near what general Internet advertising has grown to be, consumers who are willing to put up with more ads in their games would could possibly get discounts on games. I have a marketing background, and trust me, if I were working for any of the major publishers I would be pushing for a downloadable game version at a slightly cheaper price and we would incorporate more advertising in the game's peripheral environment. Customers who would rather not have as much in-game advertising would be able to buy the game at a retail store at full price. I think MLB 09 missed an opportunity buy not signing up several real companies/products for the stadium signage in franchise mode. That would have been tremendous!

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migabyte
Sunday, April 19, 2009 @ 9:29:08 AM

but are they worse?

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Neurotoxiny
Saturday, April 18, 2009 @ 12:29:24 PM
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I think the ads are kind of fun, especially when you can riddle them with bullets...

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crawdaddy
Saturday, April 18, 2009 @ 1:29:15 PM
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I don't like them, but if that would be what it takes to get Sony to do some advertising, then put them in there. Sony needs to advertise in some way. Mabey then they wouldn't always be behind everybody else in sales of games or systems.

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Gregory Freeman
Sunday, April 19, 2009 @ 9:33:21 PM

lol "Playstation 3 - PLAY B3YOND"

within a 360 exclusive... now that would be funny as hell!

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Vivi_Gamer
Saturday, April 18, 2009 @ 1:29:23 PM
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Aslong as they dont appear in RPGs ill be happy, it would ruin the location setting instantly. keep it to the FPS's

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inkme101
Saturday, April 18, 2009 @ 1:34:45 PM
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i know fight night rd 3 made me want burgerking like a mother fukcer lolz most blatent advertising ever in a game. BURGERKING RD 3 lolz

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Xbox_Killer
Saturday, April 18, 2009 @ 2:03:15 PM
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If they do start putting ads in more games then they better make the games cheaper.

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Oyashiro
Saturday, April 18, 2009 @ 2:21:31 PM
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Why cant they walmart just use subliminal messaging? That way people wont pepsi even know Peenenlagmentpills that they are being advertized too.

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Gregory Freeman
Sunday, April 19, 2009 @ 9:35:09 PM

am i having a stroke??
or does your post not make sense to me...

[EDIT] ok ok, i read it again... and now i understand... lol[/edit]

Last edited by Gregory Freeman on 4/19/2009 9:35:58 PM

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Oyashiro
Sunday, April 19, 2009 @ 11:02:20 PM

Lol, I got down voted. xD

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N a S a H
Saturday, April 18, 2009 @ 4:28:16 PM
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I don't mind ads at all. As long as they don't get in the actual way of the game.

For example, in MGS4 when Drebin was drinking his Cola style soda, I went out and got me a can after. If it was pepsi he was drinking I'd have probably gotten pepsi. lol

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Alienange
Saturday, April 18, 2009 @ 7:03:03 PM
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Well of coooooourse YOU'RE not bothered by ads. Personally I can live without them.

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bamf
Saturday, April 18, 2009 @ 8:14:14 PM
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Can't Sony put ads in 360 games, lol

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Tristan
Sunday, April 19, 2009 @ 12:47:02 AM

Yes they can and yes they have. Playstation is an official sponsor of the Champions League, a football game. So when you play the game in Xbox 360, you can clearly see Playstation's logo during the games.

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SerichA
Saturday, April 18, 2009 @ 8:34:14 PM
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Dude, I would be playing Uncharted, and there, located in the middle of some river, I'd see a billboard: Target! I love Target.

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JaXXX
Saturday, April 18, 2009 @ 11:40:24 PM
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Is the picture up there Photoshoped or real? and what game is that?

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Gregory Freeman
Sunday, April 19, 2009 @ 9:38:55 PM

the VTOL flying in the air appears 2 resemble an ORCA from the cnc renegade/Tiberium universe... but im unsure cuz i dnt recognise the bigger ship, nor he locale

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Xplicit
Sunday, April 19, 2009 @ 7:50:07 AM
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i've seen them everywhere, check out some Need For Speed Games!!!

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556pineapple
Sunday, April 19, 2009 @ 6:23:53 PM
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As long as the game is fun to play, I don't mind a big Coca-Cola billboard or whatever in plain view. Arrested Development utilized product placement, while simultaneously lampooning it. I'd like to see that style used in games.

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Gabriel013
Monday, April 20, 2009 @ 1:14:29 AM
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They should be used as a tool for bringing down game prices. Forget about the lack of inflation price adjustment of games today, $60 is still too darn expensive and society is beyond the point where a 'hardcore' game purchaser is buying 4 games per year.

Last edited by Gabriel013 on 4/20/2009 1:14:50 AM

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