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Archived: Editorial: Are game "updates" adding advertising?

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Editorial: Are game "updates" adding advertising?
Burnt Waffle
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Something struck me as odd today when I was posting news on the EA and Massive Inc agreement to expand their in-game advertising agreement. There was a single line in the PR that just sent off alarms in my head. The line was:

"Massive is also working with marketers to incorporate dynamic advertising into another popular EA racing title, Burnout(TM) Paradise"

Hmmm, Burnout Paradise had been released almost two-months ago, yet a Press Release that went out at 8:00 a.m. today is talking about incorporating dynamic advertising into that game? We all know that CompUSA ads proliferate the game despite closing all its brick-and-mortar stores late last year. However, using a title update to change out the advertising, or worse yet, inject NEW advertising seems to be getting a bit low on the sliminess scale, especially considering that consumers who bought the title wont be getting any money back as EA profits off our in-game experience.

I have changed my opinion on in-game advertising over the years and have come to generally accept it as part of the gaming experience. However, I still believe that a title that has a heavy in-game presence with ads should NOT cost the same as one that does not, especially if the development process obviously wasn't any more difficult than the other game. Burnout Paradise is a prime example, as their are billboards, signage, vehicles, etc....splattered throughout the environment. Here is one other telling snippet from the release I mentioned above:

"EA strongly believes that dynamic in-game advertising is an important growth area for our business, and is one of many opportunities we are pursuing in growing the advertising market," said Kathy Vrabeck, president of the Casual Entertainment Label at EA.

Hey EA, I have a piece of unsolicited advice for you. If you continue to double dip with in-game ads, we as consumers expect you to develop a better quality product or drop the price to reflect your continual subsidization of development expenses through advertising.
Re: Editorial: Are game "updates" adding advertising?
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Quote by zoboa:


Hey EA, I have a piece of unsolicited advice for you. If you continue to double dip with in-game ads, we as consumers expect you to develop a better quality product or drop the price to reflect your continual subsidization of development expenses through advertising.




I whole-heartedly agree. I didn't even realize that Rainbow Six Vegas updated their advertisements either. The first time I played it in a while there was title update. Wondering what it featured, I was only greeted with posters for the upcoming "Hitman" release.
Re: Editorial: Are game "updates" adding advertising?
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In RB6 I thought it was cool though haha. I didnt notice the advertisements until someone showed me them and there wasn't that many if I recall correctly. Anyways, I definitly agree with you Z.
Re: Editorial: Are game "updates" adding advertising?
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Yeah, I noticed the "Shoot Em' Up" ads when I first played through. When I was playing it with a friend the other day I was like "Hitman? How the hell does the game know when Hitman was coming out?" He laughed at me, lol. It certainly ads a fair amount of realism if it is not used to excess. Of course, that is a fine line...
Re: Editorial: Are game "updates" adding advertising?
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very intersting
Re: Editorial: Are game "updates" adding advertising?
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To clarify, the Massive Inc product allows for existing ads to be updated/changed in-game by running in the background while you are connected to the internet.

In the example of Burnout Paradise, it does not appear that the framework for dynamic ads (vs Static, which are fixed and do not change) was in the retail version of the game that shipped to retailers. If Massive and EA want to Incorporate dynamic ads into Burnout Paradise, they would have to use a "title update" to load the framework.

I have contacted an EA representative to clarify the statement and verify some questions. I hope to hear back from them soon.
Re: Editorial: Are game "updates" adding advertising?
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wow how is this posible!
Re: Editorial: Are game "updates" adding advertising?
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As long as the ads fit in with the theme and flow of the game I don't mind. BUT if this takes hold and everyone jumps on the money train, I fear there will be some dev who will let it get out of hand.
Re: Editorial: Are game "updates" adding advertising?
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dynamic ads that change as you play don't like it.
any one notice the ad in madden 08 as you enter the stadium that changes every once in a while, thats ok.
but having a new ad shoved at me every few minutes is a little extreme.
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