In-Game Advertising
Ongoing coverage on In-Game Advertising.
Latest coverage
EA is going all-in on in-game ads, further blurring the line between games and reality
Electronic Arts is significantly increasing its focus on in-game advertising across its titles. This strategic shift aims to boost revenue streams, further integrating commercial elements into the gaming experience.
Say hello to EA Advertising, which will let your favourite brands 'integrate' ads to 'enhance' your…
Electronic Arts has launched EA Advertising, a new platform enabling brands to integrate advertisements into its games. Initially targeting sports titles like EA Sports FC and Madden NFL, these "in-game integrations" will feature dynamic placements, branded content, and reward-driven objectives. EA claims its games reach over 120 million players monthly, presenting a significant opportunity for advertisers to "enhance" player experiences.
EA Announces New Plan To Launch Ads “Directly Into Gameplay” After Working On In-Game Ads For Decades Already
Electronic Arts has unveiled EA Advertising, a new platform designed to integrate ads directly into gameplay without disrupting the player experience. This initiative aims to reach EA's 120 million monthly players and comes amid financial pressures, including a potential $55 billion sale to an investor consortium. While EA claims ads will enhance gameplay, past attempts like pause-screen ads in EA Sports UFC 4 faced significant player backlash.
EA rolls out Advertising platform to let companies market "directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform enabling brands to market directly to consumers through in-game placements like stadium signage and dynamic content. The company states this will enhance, not disrupt, the player experience, offering custom integrations and targeting capabilities. While in-game advertising is controversial, EA aims to integrate ads authentically, with brands like Visa and Red Bull already on board.
New Xbox Exec Advocates For Something Everyone Hates To Help Save Gaming
Xbox Chief Strategy Officer Matthew Ball suggests that in-game advertising could be a solution to rising development costs and consumer reluctance to pay more for games. He points to the success of ad-supported tiers in streaming services as a model. Ball acknowledges past negative reactions to in-game ads but argues that companies need to explore such revenue streams to keep products affordable and fund development.
"They will hopefully p*** off": As World of Warcraft players take on the Casino Bots themselves, lead confirms Blizzard has "a few folks looking into ideas" to get rid of them
Blizzard Entertainment is investigating ways to combat casino bots in World of Warcraft, which are used for real money trading and advertising. Senior game producer Tom Ellis confirmed the company is aware of the issue and is working on solutions to make the activity less lucrative for gold sellers. Players have taken to combating these bots themselves in the interim.
Xbox's new chief strategy officer is still a big believer in in-game ads
Matthew Ball, the new chief strategy officer for Xbox, believes in-game advertising will become more prevalent in PC and console games as a vital revenue stream. He argues that rising development and hardware costs necessitate new monetization strategies to keep games affordable for consumers and ensure industry growth, drawing parallels to the success of ad-supported tiers in streaming services.
ANZU BRINGS INTRINSIC IN-GAME ADS TO AAA FOOTBALL HIT UFL
Anzu, a provider of intrinsic in-game advertising, has partnered with Strikerz Inc. to integrate advertising into the free-to-play football game UFL. This collaboration aims to offer brands non-disruptive advertising opportunities within the game's stadiums, enhancing immersion for its over 7 million players across PC and consoles. The partnership is timed to capitalize on increased player engagement during major international football events.
Grand Theft Auto 6 Won’t Have Real-Life Brands Because Take-Two CEO Says “That Keeps Us Pure”
Take-Two Interactive CEO Strauss Zelnick confirmed that Grand Theft Auto 6 will feature entirely fictitious brands, a decision he believes maintains the game's 'pure' approach. This contrasts with other titles like NBA 2K, which incorporate real-world brands. Grand Theft Auto 6 is set to release on November 19th for Xbox Series X/S and PlayStation 5.
Ahead of GTA 6, Take-Two CEO says "It’s hard for me to imagine" including ads in a $70-$80 game:…
Take-Two Interactive CEO Strauss Zelnick stated that it is "very difficult to believe" they would include in-game advertising in a game priced at $70 or $80, specifically mentioning Grand Theft Auto 6. He believes such advertising would seem unfair to players who have paid a premium for the game. Zelnick also commented on the high anticipation for Grand Theft Auto 6, suggesting that nearly everyone over 17 would be interested in playing it.
Take-Two boss says he's not interested in putting ads into premium games: 'It would seem unfair'
Take-Two Interactive CEO Strauss Zelnick stated that the company is not interested in implementing advertisements in premium games, deeming it unfair to players who have paid full price. While acknowledging limited advertising in titles like NBA 2K that fits the in-game context, he believes interstitial ads are inappropriate for $70-$80 games. This stance contrasts with predictions of increased in-game advertising across PC and console titles as a new revenue stream.
In-Game Ads For Full-Price Games "Would Seem Unfair," GTA 6 Parent Company Boss Says
Strauss Zelnick, CEO of Grand Theft Auto 6 parent company Take-Two Interactive, stated that in-game advertisements in full-priced games would be unfair to consumers. While acknowledging their presence in free-to-play titles and sports simulations like NBA 2K, he believes it's inappropriate for games costing $70 or $80. This discussion follows industry analysis suggesting ads could help maintain current game prices.
