Sony introduces dynamic in-game ads on PS3

Sony introduces dynamic in-game ads on PS3
Sony has announced that it will be introducing dynamic in-game advertising on the PlayStation 3 in both the UK and the US.

Marketers and companies interesting in having the ads in games are now able to engage "through advertisement distribution partners" and Sony announced that IGA Worldwide was selected as the PS3's first partner.

"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market", said Phil Rosenberg, senior vice president, SCEA.

"Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers."



Analysts have said the dynamic advert market will reach $800 million USD by 2012 and it is clear Sony wants a piece.

Written by: Andre Yoskowitz @ 4 Jun 2008 15:45
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  • 37 comments

  • maryjayne

    How is seeing an advertisement for Pepsi while playing my games "a richer experience for gamers"?!?!

    I do not own a Xbox 360 or a PS3, and I would have purchased one of the two once prices dropped in the next few years. Now if they are planning to add advertisments to games, then I will not be buying into the next generation consoles until they hit the bargain bins.

    Nice job at shooting yourselves in the head ya greedy marketers!

    4.6.2008 16:03 #1

  • Pop_Smith

    While I have seen ads in games before its mainly been racing games and little else. Now they want to integrate ads into every game?

    As maryjayne said, how is this going to make games a "richer experience"? I could see if having ads in the games lowered the retail price of a game (i.e you'd pay $49.99 instead of $59.99) but that won't happen.

    EDIT: I checked the article's source and the source says that:

    "Dynamic adverts are already live on Xbox 360 in a market that's expected to be worth around $800 million by 2012."

    Hum, I remember seeing static ads in some of my games, but they are definitely not dynamic as the ads are always the same, maybe I need to look harder. ;)

    Peace

    4.6.2008 16:14 #2

  • lxfactor

    thats a good idea!! i dont watch television much so i never know when new movies come out.. cool things to buy.. or shootings in my local area.. but watching them on a game sounds neat. i remember this was first used on the popular game planetside. if im not mistaken.. which i can be. but i remember madden had in game adds too for the simpsons.. i think its neat.. especially when ads keep changing.. like movie trailers.. or something i might be interrested in buying.. think about a game, in the city of NYC with realtime adss =D

    4.6.2008 16:54 #3

  • Stu_dent

    As long as it doesnt affect my in game playing experience and keeps to the context of the game it doesnt bother me at all!

    4.6.2008 17:05 #4

  • samshizze

    Im sure knowing sony, the ads wont be plastered on every single wall and floor of the game. If having a few adds or billboards while im playing the game, helps developers to make a better profit (more incentive to create a better game!) then what do I care. Plus with internet connectivity, the ability to constantly update the ads is a cool idea, and to compete with Microsoft sony would be fools not to start doing this as well.

    4.6.2008 17:26 #5

  • lynchGOP

    I think that ads (which have always been completely non-invasive) make the gaming experience more realistic, more relateable. Those who don't buy games "just because there are now ads" are shooting THEMSELVES in the foot.....................Your losses.

    4.6.2008 17:29 #6

  • lxfactor

    Originally posted by lynchGOP: I think that ads (which have always been completely non-invasive) make the gaming experience more realistic, more relateable. Those who don't buy games "just because there are now ads" are shooting THEMSELVES in the foot.....................Your losses.ah u stole the words right out of my mouth.. i just didnt want to direct it toward anyone.. lol.

    4.6.2008 17:43 #7

  • SProdigy

    Originally posted by Pop_Smith: Hum, I remember seeing static ads in some of my games, but they are definitely not dynamic as the ads are always the same, maybe I need to look harder. ;)If I'm not mistaken, Crackdown had dynamic ads on their billboards. It's a cool idea. I remember Madden 96, I think, for the first time included Fox NFL themes into the game, including the intro song; it was really neat. Seeing signboards and other stuff in games like FIFA and NASCAR make it more realistic IMHO.

    Companies are making a huge mistake if they don't advertise or have product placement in games and movies. The more that the general public shifts away from traditional media (ie. newspapers, and DVR systems) there has to be a way for the big guys to attract buyers. Just think of how many potential customers someone may have missed not placing their product in a game like GTA IV?

    BTW, Sony and Apple have been placing products in movies for years, so games are the next logical step. Heck, even Independence Day the movie, made in 1996, had Apple computers all over, and does anyone remember the unusually large SONY logo on the judge's monitor during the OJ trial?

    4.6.2008 17:58 #8

  • lynchGOP

    Quote:Originally posted by lynchGOP: I think that ads (which have always been completely non-invasive) make the gaming experience more realistic, more relateable. Those who don't buy games "just because there are now ads" are shooting THEMSELVES in the foot.....................Your losses.ah u stole the words right out of my mouth.. i just didnt want to direct it toward anyone.. lol.Good to know there's someone out there that agrees. I can't seem to get the "hippy tree-hugger" outta my head and them saying "don't let the government try to put subliminal messages into your head and control you man".

    4.6.2008 18:07 #9

  • iluvendo

    That sucks, now commercials while gaming !!!!!!!!!!!!!1

    If it wasnt for bad luck, Id have no luck!
    "The flimsier the product,the higher the price"
    Ferengi 82nd rule of aquisition

    4.6.2008 18:24 #10

  • SDF_GR

    If it worked like magazines would be great, cause commercials is the reason that you buy a magazine 2 euros.
    But even if they make games like circus, with commercials every were,
    i dont think that they will drop the price.

    I wont forget DMC2.... Dante in Diesels LOL!

    4.6.2008 18:39 #11

  • Tecbot

    if it enables a better service why not, not like im going to go buy pepsi after seeing a pepsi ad but considering the marketing I guess there is people that do win win for marketing and companies supplying it I guess, makes the worlds/environments feel more normal to. Only way to really win is if that money made is used for something on the system and not just another big check to excutives who already make a absurd amount.

    4.6.2008 18:51 #12

  • drach

    Hopefully there will at least be a way to opt out of those adverts, then everyone gets what they want.

    4.6.2008 19:27 #13

  • AXT

    In games like grand theft auto it will add to the realism. Its a good idea if the ads don't interfere with gameplay or with the level design.

    4.6.2008 19:31 #14

  • Nissan101

    it can be something small like in a free roam game (ex. GTA IV) when you go to the "Farmer John's" Market, you might want to buy some "Pepsi" to drink and a "Pizza Hut" Medium pizza to go.

    4.6.2008 20:06 #15

  • DarkJello

    You'd rather have real ads in GTA than the always hysterical satirical ones that they have now? Putting real ads in GTA would most certainly take away from the experience. Plus that game has enough trouble loading textures, having to load new ads all the time would just make it worse!

    4.6.2008 20:19 #16

  • llongtheD

    quoting a couple of the posters, "the ads might make the game seem more realistic." Damn its a shame we are becoming such victims to the constant marketing bombardment, that it makes things seem more realistic. Yet another reason I won't be buying a PS3. Sony's greed never ceases to amaze me.
    Maybe things will turn out like that movie idiocracy. We will sit in our lazyboy with the built in toilet, watching our 50 inch tv with ads completely circling the perimeter of the screen, drinking some kind of sludge instead of eating, and never have to leave the house.
    Yes I'm being a little sarcastic, but at some point maybe would should stop and take a look at how we are being "programmed" by all this garbage.

    4.6.2008 21:18 #17

  • akkuma

    i hate this! soon you will have to pay extra for the version without ads!

    4.6.2008 21:45 #18

  • scorpNZ

    LMAO,it all started years ago when ya got spam in the mailbox i.e junk mail, which then turned up on tv as ads,a little later on spam in my email box, now it's in my games, next venture comming soon spam in outer space

    5.6.2008 02:34 #19

  • xSModder

    I think it would be alright in some games..but only if it was just a quick ad like a billboard or something. I do agree though, it would take from the experience of GTA and such, but honestly, it's a small price to pay when you don't buy your games anyways.

    5.6.2008 03:15 #20

  • Paladore

    I reallyh dont have any problem with ads in games. If it drops the price of the game and systems i think its a great idea.

    5.6.2008 03:47 #21

  • hade

    not sure if anyone else seen this but the other day i was playing NHL 08, and when i went to check my online stats at the top of the screen there was a DVD/BLU-RAY upcoming release spot. i forgot what movie it was, but i thought it was a bit ironic.

    5.6.2008 06:47 #22

  • ChiknLitl

    The only thing I would like about ads in my games are if I could blow the $h1t out of them!

    5.6.2008 08:33 #23

  • emugamer

    Doesn't bother me as long as the gameplay doesn't change. I'd like to think that I'm above having the urge to buy a Pepsi just because I saw a picture of it. And it would be cool to blow up a billboard with Donald Trump on it.

    5.6.2008 09:19 #24

  • maryjayne

    One of the reason that I do not have cable is because I do not want to see advertisements; hence I play more video games.

    OK I can see adding advertisements to billboards in games, but I would much rather leave those places open to the creativity of the game creators to make humorous gestures toward the current culture.

    Once the marketing industry gets into the games do you really think they are going to stop at just throwing an advertisement on a billboard? I believe that once they get ahold of marketing in games, they will be developing them into all areas of the game that they can. You will see commercials instead of loading screens, you will have to connect to the internet just to download the latest advertising information, and I am sure they will think of other ideas as well.

    1st person shooter in a real life setting, GTA in San Andreas, Auto Racing through the streets of Paris, or in a sports statium are all plausable REAL LIFE areas to place advertisements that may not interfere with the gaming experience. I pose the question to whom is willing to support in game advertising: where do you place advertisements in RPGs or in the next Halo?

    Looks like we can expect to see the Warthogs in Halo IV decked out like they are ready to race in the Indy 500!

    5.6.2008 12:53 #25

  • chaos_zzz

    doesn't bother me, remember on nfsu the bestbuy stores,the ads it just felt right. if they do this, they better do things right so a great game doens't become anooying

    5.6.2008 15:27 #26

  • milkyoreo

    I could imagine playing Call of Duty 3... I'm driving a jeep in multiplayer, and suddenly I see a huge billboard blocking my way that says "Star Wars Force Unleashed, Coming Soon"..

    5.6.2008 17:18 #27

  • BcMester

    I'm with maryjayne on this one. I've quit watching TV because of the commercials (not to mention there's nothing worth watching). Now it's coming to games. I'm afraid there won't be any form of entertainment in the near future which these leeches don't destroy with their ads.

    The one and only thing that would ever justify ads in a game for me is the game being FREE. Period.

    5.6.2008 17:19 #28

  • Hunt720

    I don't mind the ad idea and here's why:

    It has been stated that fantasy games and games where ads become obnoxious and irrelevant to the setting would be removed. If I'm playing Grand Tourismo 5... then who the hell cares. If it helps Sony off-set some of the costs for the free online service, then everyone wins. WE the consumers win as we stick with a free online service that still makes itself money for upgrades and improvements. The advertisers win, as they can strategically place ads in ways that may even be fun/interactive. Its not like you will be sitting through a 30 second coke commercial when you are loading a level... it will be put into an environment for you to either notice.. or .... NOT notice. If you don't want to see ads.. don't dwell on them while you are playing. There are billboards in REAL LIFE, and you don't HAVE to look at them if you chose not to. If you want to truly be a "savvy" consumer, then make your own decisions based on YOUR opinion and do the mature thing and ignore ads you don't care about. The ads won't take away from your gameplay as that is one of the stipulations. I'm not going to sit here and post links for evidence... use a search engine and you will see what I'm saying.

    .. besides, you don't want me to FEED it to you.. or FORCE it on you.. you know....... like the ads you hate.

    Even this site is FULL of ads.. many of them pop-up and obstruct your view. It didn't stop you from posting here.. or reading this did it?

    Its not like this is even "new".. movies have had ads, and product placement before and DURING the movie... how many times have you seen the "hacker" of a film sitting at a flatscreen monitor that says DELL on the back? Did that ruin your movie?? If it did... are you SERIOUS?? So what if the main character drinks a Coke... It would have just been another beverage.

    HOWEVER!! I do understand that in GTA.. while it does seem like a cool idea.. it WOULD take away from the "Pisswassah" ads and the other hillarious aspects of the media. But if it DID do that... do you think Take two OR rockstar games would want to add this to their game?? .. Probably not.

    5.6.2008 22:36 #29

  • DarkJello

    Originally posted by Hunt720:
    Even this site is FULL of ads.. many of them pop-up and obstruct your view. It didn't stop you from posting here.. or reading this did it?
    I'm pretty sure afterdawn only has pop-unders, and last I heard they only happened once a session on aD

    6.6.2008 00:14 #30

  • plazma247

    Does this mean that if sony control the advertising for it they can decide to give competitors adverts a worse place for advertising and give themselfs better spots.... just a thought.

    6.6.2008 08:54 #31

  • BcMester

    Originally posted by Hunt720: ...Its not like you will be sitting through a 30 second coke commercial when you are loading a level...Man I hope you're right.

    6.6.2008 14:05 #32

  • lxfactor

    Originally posted by llongtheD: quoting a couple of the posters, "the ads might make the game seem more realistic." Damn its a shame we are becoming such victims to the constant marketing bombardment, that it makes things seem more realistic. Yet another reason I won't be buying a PS3. Sony's greed never ceases to amaze me.well sony is in production of ps home.. which btw is going to be free. they need to pay for it some how

    6.6.2008 14:10 #33

  • xSModder

    i still don't see what everybody's problem is.
    as long as it doesn't interfere with gameplay, then there is no problem at all. I realize you could give a damn less about what's current and such, but honestly, does it bother you? Are you filled with the intensity of the stench of thousands of filthy sewer rats burning in a pit of pig sh*t?

    and the prices should drop a little, for those of you that buy your games.

    7.6.2008 10:25 #34

  • llongtheD

    @xSModder

    pretty intense post, I guess your telling those of us who are a little sick of constantly having to see corporate marketing everywhere we look, that these will be news and current events? Is that what you meant by; " I realize you could give a damn less about what's current and such, but honestly, does it bother you?"
    I don't think I'm just as excited as to see coporate america's latest ads for garbage or games, in my games as you.

    7.6.2008 12:33 #35

  • Thundare

    -_- dude lame, im seriously thats lame, (ingame action)

    IM GONNA KILL *bleep* *bleep* thats sittin in a tower bout to get sniped

    we interupt you to bring u a game announcement, free coffee for one hour in NY, now back to ur game, OH *bleep* *bleep*, That pice of *bleep* *bleep* add got me *bleep* *bleep* killed now i have to redo this whole level, that shot was all i needed to end it *bleep* *bleep*

    12.6.2008 05:54 #36

  • creaky

    Originally posted by Thundare: -_- dude lame, im seriously thats lame, (ingame action)

    IM GONNA KILL *bleep* *bleep* thats sittin in a tower bout to get sniped

    we interupt you to bring u a game announcement, free coffee for one hour in NY, now back to ur game, OH *bleep* *bleep*, That pice of *bleep* *bleep* add got me *bleep* *bleep* killed now i have to redo this whole level, that shot was all i needed to end it *bleep* *bleep*     I see this is your second post on this site, i was pondering a reply to the first - http://forums.afterdawn.com/thread_view.cfm/672949 until i read this unnecessary slew of foul language (and what makes it worse is that this is a News Item as opposed to a general Forum Item); let's please keep the language off the Forums in future. Forum Rules are in my signature.


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    12.6.2008 08:06 #37

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