In-Game Advertising
Ongoing coverage on In-Game Advertising.
Latest coverage
MMO Week in Review: Destiny 2’s revival, Aion 2’s stress test
This week's MMO news covers Destiny 2's revival with unvaulted content, Aion 2's stress test, and Ultima Online's 29th anniversary. Dune Awakening launched on consoles, Elder Scrolls Online discussed experimental features, and Microsoft continued layoffs. World of Warcraft Forever is impressing players, while other news includes The Division 2, Marathon, Warframe, and various other MMO updates and discussions.
Guess who patented a new system for in-game ads
Microsoft has patented a new system that would dynamically pause gameplay to display advertisements, potentially using a credit system to allow players to earn ad-free time. The author expresses strong negative sentiment towards this concept, calling it 'god-awful' and a worst-case scenario for modern gaming. While patents don't always become reality, the article notes Microsoft's continued interest in in-game ads and EA's recent launch of its own advertising platform.
Fans of ads will enjoy Microsoft’s new patent for in-game advertisements
Microsoft has patented a new 'context-aware system' for delivering in-game advertisements across PC and consoles. This system aims to integrate ads at natural stopping points, offering players 'ad credits' to delay interruptions. While the patent doesn't confirm specific product plans, it suggests Microsoft is exploring ad-supported models, potentially impacting both free-to-play and paid games.
Microsoft file patent for a machine learning system that would "train" itself on your playtime to work out when you'll be least annoyed by in-game ads
Microsoft has filed a patent for a machine learning system designed to optimize in-game advertising delivery. The system aims to analyze player behavior and game state to serve ads during moments least likely to disrupt the user experience, potentially using a credit system to manage ad frequency. This development is seen as a potentially intrusive step in game monetization, contrasting with current practices like ad billboards.
Microsoft’s latest patent could mean the arrival of in-game ads that play during downtime
Microsoft has filed a patent for a system that would display advertisements during moments of downtime in free-to-play games. The system would monitor gameplay activity and present video or static ads during loading screens or after completing objectives, with options for ad-free time and rewards for watching ads. This development raises concerns for players, particularly those subscribed to services like Xbox Game Pass.
Skyrim’s official IKEA crossover mod might be the most deftly-assembled Elder Scrolls gag ever, if not an ad blueprint other corps should follow
An official IKEA crossover mod for The Elder Scrolls V: Skyrim, titled Kallax Storageborn, has been released, featuring a unique dungeon design and humorous integration of IKEA products. Developed by Kinggath Creations, the mod cleverly blends in-game advertising with the game's established meme culture and humor, though the author notes it's an exception rather than a blueprint for future corporate integrations.
The Daily Grind: Would you pay money to place an in-game ad in an MMO?
This article discusses the potential for players to pay real money for in-game advertising space within MMORPGs like Final Fantasy XIV. Commenters suggest this could be a viable monetization strategy for companies like Square Enix, offering an alternative to spamming global chats for guild or event promotion.
Electronic Arts wants a world where in-game advertisements are standardized across the industry
Electronic Arts is advocating for standardized in-game advertising practices across the entire gaming industry. VP of advertising Alexander Dao stated that ads should be integrated from the start of development, especially for free-to-play titles, and that EA is working with third parties to establish industry-wide standards for ad placement and tracking.
EA vice president of advertising says game ads are a 'huge opportunity', but it 'has to make sense for…
Alexander Dao, EA's vice president of advertising and sponsorship, discussed the company's new advertising platform, highlighting the significant opportunity for in-game ads. He emphasized the importance of integrating advertising thoughtfully from the initial game design phase to ensure it feels native and offers flexibility for brands. Dao also noted the need for standardization in viewability and reporting, while stressing that any advertising must make sense for the specific game, citing a successful collaboration with Coach in The Sims as an example of democratizing access to branded products.
Evening Interviews
An exclusive interview with Chris Avellone has been released. Additionally, Electronic Arts has suggested that console game makers should consider implementing in-game advertisements during the development process.
EA exec says in-game advertising is a "huge opportunity" for devs, especially for games like Skate
Electronic Arts vice president of advertising, Alexander Dao, believes in-game advertising presents a significant opportunity for developers, particularly for free-to-play titles like the upcoming Skate. EA is actively developing its advertising platform, integrating brands into games like Madden NFL and Skate, and Dao encourages developers to design with advertising in mind from the outset to create more native experiences.
"It has to make sense for the game" - EA sees a "huge opportunity" for in-game advertising "but it has to be done properly"
Electronic Arts sees a significant opportunity for in-game advertising, provided it is implemented authentically and makes sense within the game's context. EA's Alexander Dao highlighted sports games as a prime area for replicating real-world advertising experiences, but also noted successful non-sports integrations like Coach-branded items in The Sims 4. The company believes designing advertising experiences early in development, especially for free-to-play titles, will lead to more native and flexible integrations.
EA, the big brains behind The Sims 2 H&M Fashion Stuff, announce they're "transforming how brands connect with audiences" – with in-game billboards
Electronic Arts has announced a new advertising platform that allows brands to place advertisements within their games, aiming to "transform how brands connect with audiences." This initiative includes in-game billboards and custom brand experiences, such as Mountain Dew's Dew University in Madden NFL. The article critiques this move, suggesting it's a way for EA to generate revenue to offset debt from a leveraged buyout and questioning if it will lead to more creative games or further brand integration.
EA Announces EA Advertising Aimed At “Transforming How Brands Connect With Audiences”
Electronic Arts has announced EA Advertising, a new program designed to integrate dynamic, real-time advertisements into its popular video games. The initiative aims to create strategic partnerships with brands like VISA, Red Bull, and Mountain Dew, utilizing enhanced targeting and measurement features to evaluate ad performance within titles such as College Football and the UFC franchise.
EA announces advertising platform to launch ads 'directly into gameplay'
Electronic Arts has launched EA Advertising, a new platform designed to integrate advertisements directly into gameplay. The system aims to connect brands with engaged audiences through various ad formats, including in-game signage and custom content, with initial partners like Visa, Lowe's, and Red Bull. While sports titles are a primary focus, other games like The Sims 4 are also being pitched as advertising opportunities.
MMO Business Roundup: UK’s age restriction plans, EA’s in-game ads business, and Square Enix’s LA cafe
This MMO business roundup covers several industry developments, including the UK's proposed online restrictions for minors, Electronic Arts launching an in-game advertising platform, and Square Enix opening a themed cafe in Los Angeles. It also notes the upcoming shutdown of online services for Grid Legends and Top Spin 2K25, and discusses how Sony's retreat from PC gaming might impact its sales in China.
EA announces new way to bring advertisements "directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform focused on integrating advertisements directly into its games, particularly within the EA Sports portfolio. The company aims to leverage its large player base for targeted ad placements, utilizing a proprietary ad server and measurement standards. Examples include branded jerseys in EA Sports FC 26 and product placements in games like Skate and The Sims.
EA created an entire division to push more in-game ads
Electronic Arts has established a dedicated division focused on increasing the implementation of in-game advertising across its titles. This strategic move signals a significant push by the company to monetize its games through advertisements.
EA launches new advertising platform enabling brands to "integrate directly into gameplay"
Electronic Arts has launched EA Advertising, a new platform designed to integrate brands directly into gameplay experiences. The company claims these placements will enhance, not disrupt, the player experience, offering native ad units in sports titles and branded gameplay content like challenges and objectives. EA views advertising as a significant growth driver.
Electronic Arts launches EA Advertising for ads in games
Electronic Arts has launched EA Advertising, a new platform designed to integrate advertisements into its video games. This initiative will allow advertisers to place their products within popular franchises such as Madden NFL, EA Sports FC, and The Sims, aiming to enhance the player experience without disruption.
