EA Brings In-Game Ad Sales In-House

March 10, 2010 -

The release of Madden NFL 11 this summer will mark the beginning of a new shift in policy for publisher Electronic Arts—they will sell all the in-game advertisements themselves.

Previously the company had relied on third-party in-game ad specialists, such as Massive Inc. and IGA Worldwide reports MediaWeek. EA’s Senior Vice President of Global Media Sales Elizabeth Harz said the move would allow EA to offer more elaborate,” integrated packages to advertisers.”

Greg March, Digital Group Director of the advertising agency Wieden + Kennedy thinks the move will streamline the ad buying process, “I love the idea of being able to talk to only one guy.” He continued, “That’s a logistical, procedural improvement, which should help. EA should be able to sell deeply on every platform.

Massive, which is owned by Microsoft, has estimated that the global in-game ad category could grow to $1.0 billion by 2014. An article penned by Massive GM JJ Richards last year offered that gamers like in-game advertisement because “it adds to the realism.”

GP: I would be shocked if many gamers came out and said they were in favor of in-game ads. The notion that games should be cheaper because of the revenue generated from ads is a bit naive too. Maybe the best case scenario is that in-game ads help offset the growing costs of development and assist in keeping the price of games from climbing any higher than they are now?


Comments

Re: EA Brings In-Game Ad Sales In-House

in game adds? if we see them making games cheaper for us then sure go ahead if not and its just to fill someones pockets forget it.

Re: EA Brings In-Game Ad Sales In-House

I wouldn't ever say I like the ingame ads, but there are two circumstances under which I don't really mind that much when they show up.

The first is when their existence provides a tangible benefit to the player. The only real example I can think of there, though, is Anarchy Online -- their free-to-play accounts are ad-supported.

The second example is when their existence is entirely consistent with the setting. Sports games like the above-mentioned Madden 2011 are a good example. I'd still like to see the price go down as a result of having them included, mind you, but as long as the ingame ads are restricted to "consistent with the setting" I can live with the price staying the same.

Re: EA Brings In-Game Ad Sales In-House

I remember an artical a while back that said prices of games might go down to $40 because of good sells of DLC. I wonder if we're any closer now that publishers are putting in in-game ads into the mix.

http://www.magicinkgaming.com/

Re: EA Brings In-Game Ad Sales In-House

.... If they're selling in game ad space, shouldn't games be getting LESS expensive?

And when I wrote that, I got the voice of that Office Space guy in my head going "Yyyeahhhh, we won't be doing that, if you could just continue paying higher prices that would be grreaaat"

Re: EA Brings In-Game Ad Sales In-House

Basically what Bloodharp said. I don't care about the ads at all, they can even put them during the load screens (as long as it doesn't make the load time longer), just don't raise the prices any more!

-Optimum est pati quod emendare non possis-It is best to endure what you cannot change-

-Optimum est pati quod emendare non possis-It is best to endure what you cannot change-

Re: EA Brings In-Game Ad Sales In-House

They already know that if they push game prices up past 60, they wont be able to sell any game anyways. 50 was a hard sale backwhen, and i remember making damn sure i wanted what i was buying. When it hit 60, i had to be even more sure with tons of prior research and a plan to acquire it when i wished to. I doubt i could buy any if it hit $70 though.

In war, truth is the first casualty.

In war, truth is the first casualty.
 
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ZippyDSMleeoy the skyrim paid mod thing is going over well. My 2 lints, I would not mind if Skyrim had a full SDK and not a crappy lil editor....04/24/2015 - 6:46pm
Andrew EisenWell, that is indeed crappy and nonsensical.04/24/2015 - 3:45pm
Matthew Wilsonshe got attacked for saying that she personaly has not experienced the harassment some other female devs have, and she got acused of defending GG and ignoring harassment. she ended up getting dog piled because of it.04/24/2015 - 3:43pm
Andrew EisenFine but do you recall ANY details at all?04/24/2015 - 3:38pm
Matthew Wilsonit was several weeks ago now, and I will admit to not saving it.04/24/2015 - 3:36pm
Andrew EisenAttacked HOW and by WHOM for not writing off WHO as evil? Do you have a link or anything?04/24/2015 - 3:31pm
Matthew Wilsonthat is the whole point she was not attacked for saying anything. she was attacked for being willing to debate in the first place, and not just write them off as evil.04/24/2015 - 3:28pm
Andrew EisenI know there's not a lot of room in the Shout box but goodness you're being vague.04/24/2015 - 3:26pm
Andrew EisenGreat, but that STILL doesn't tell me what she said, why she was attacked (or what the attack was) or what "standard line" she's following. Details, man. Details!04/24/2015 - 3:25pm
Andrew EisenOr what the heck Nina White (someone else I've never heard of) is actually referring to.04/24/2015 - 3:24pm
Matthew Wilson@AE she is a game dev. she used to do stuff with hormanix and now works with https://outact.net/#!/?page_id=2 she will often engage and debate both side.04/24/2015 - 3:23pm
Andrew Eisen...following.04/24/2015 - 3:23pm
Andrew EisenYou mean focus on stopping the bad behavior of those who are doing it rather than condemning all the people that associate with them? Great. But I still don't know who Emma Clarkson is, what she said, why she was attacked or what "standard line" she's04/24/2015 - 3:23pm
Matthew WilsonI think people are coming around to the idea that divide and conqueror might be a more effective method than scorched earth. scorched earth has been tried for 8 months with almost no progress, so its time try something new.04/24/2015 - 3:20pm
Andrew EisenCan you elaborate? I don't know who that is.04/24/2015 - 3:17pm
Matthew Wilsonas I understand just general difference of opinion. for example I have seen Emma Clarkson get attacked becouse she chooses to engage and debate, instead of just fallow the standard line.04/24/2015 - 3:13pm
Andrew Eisen'Cause if it's the latter, that kind of stuff should be shamed.04/24/2015 - 2:47pm
Andrew EisenAnd shaming women for being women or having an opinion or shaming specific women for exhibiting particularly repugnant attitudes or behaviors?04/24/2015 - 2:47pm
Andrew Eisen"Last few days" seems pretty specific. I honestly don't know what he's talking about. I hear that sentiment all the time but I've never actually seen an example of it.04/24/2015 - 2:46pm
Matthew Wilsonjust the general actions on both sides, but in particular those who are anti gg, but using the same tactics of harassment and shaming.04/24/2015 - 2:34pm
 

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