Television, radio, magazines, newspapers, billboards and even video games – signs and ads are everywhere we go. From the time we wake up until the time we go to sleep, there’s someone, somewhere trying to sell us something we may or may not need.
When it comes to video games, the inclusion of ads can be seen as a smart move by developers, one that lends realism to the products while earning extra dollars for the title’s creator, or as an intrusion that shouldn’t be allowed.
Regardless of whether it’s an intrusion or not, game companies have and likely will continue to include ads in some of their titles. In fact, Midway Games has announced it intends to revamp its in-game advertising.
The company tapped Double Fusion to sell and serve dynamic ads in multiple games over the next several years. The only title definitely included under the deal is Stranglehold, slated for release in fall 2006.
Additionally, the company hired Atari veteran Sarah McIlroy to head its in-game advertising and promotional efforts. Whereas Double Fusion will represent dynamic ad inventory such as posters and 2D video placements in 3D games, McIlroy will court advertisers seeking deeper integration with the gameplay.
The Double Fusion agreement provides for dynamic, rotating ad placements in PC games -- the first time Midway has engaged in anything other than static, permanent ad units.
"When we talk about integration, that's my role," McIlroy told ClickZ News. "I'm more in it for long term brand relationships and partners."
She said the company is very sensitive to user experience, and will only insert advertising in titles that are naturally conducive to it.
"Our [product development] and creative art leads are evaluating the titles to determine the best placements," she said. "We're anticipating a good response. We're excited to see how consumers respond."
ClickZ
Midway’s announcement got me wondering what you think about in-game ads. Are ads a distraction? Do they take away from the experience, or do they lend a sense of realism? Are they a necessary evil to underwrite new titles?
Let us know what you think by heading to the forums.
Related:
Sales Woes For EA, Activision, Midway
Atari's Uncertain Future
Atari On Shaky Ground
Sony Strike Deal for Massive In-Game Ads
In-Game Ads: Is It Really Good For Gaming
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