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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Andrew EisenIf you do, I hope you can provide some examples of people (again, other than random no-name numbnuts on Twitter) who are genuinely trying to dictate what should and should not be allowed so far as themes, topics, language, plot devices, etc. go.07/01/2015 - 9:43am
MattsworknameI'd go into why I think it's a bigger problem then most realize, but nows not the time really. I'll catch up with everyone later07/01/2015 - 9:42am
Andrew EisenThat's the thing though, rarely is anyone (again, other than random numbnuts on Twitter) attempting to dictate what can and cannot be said or done.07/01/2015 - 9:39am
Andrew Eisen"Don't write rape scenes" is being offered as advice (along with reasons for that advice) not a mandate.07/01/2015 - 9:37am
MattsworknameOh, on that last one andrew I wasn't talking about the article, I was being more general, lately it seems like all the news and media is trying to decide what is and isn't proper to say. Thats what i was refering to.07/01/2015 - 9:37am
Andrew EisenPerhaps you should consider reading the entire article. Despite quotes you can pull from the intro and conclusion, the author isn't arguing that you can't or shouldn't be allowed to cover a certain topic.07/01/2015 - 9:35am
MattsworknameOne of the things I hate right now is that people are trying to be the deciders of what is and isn't proper to be said. It's political correctness to a level that makes me angry.07/01/2015 - 9:29am
Mattsworknamemake them, i just tell peopel that I think what they did sucked. Just cause I dont like what they did, doesn't mean I can tell them "You shouldn't wrtie that" cause thats just another step on the way to telling them "YOU CANT WRITE THAT".07/01/2015 - 9:24am
MattsworknameNo, but you or I aren't the one to tell someone else what they can or cannot do beyond EXTREMELY narrow limits. Telling a person then shouldn't write something or say something. I may hate certain movies or music, doesn't mean I dont' tell peopel not to07/01/2015 - 9:23am
E. Zachary KnightHasbro is taking steps to fix its Dinosaur gender issues. http://io9.com/the-jurassic-world-dinosaur-toys-are-clever-girls-again-171513589607/01/2015 - 9:20am
TechnogeekImagine that level of accuracy, only applied to something that has actually caused physiological and psychological trauma in more cases than just whatever the equivalent of the CD-i Zelda games would be.07/01/2015 - 8:40am
TechnogeekThat's the issue I see as well, E. To put it in terms anyone reading this site will likely understand: you know how any time video games show up on TV, they feature absurdly outdated 3D graphics and/or audio from the Intellivison era?07/01/2015 - 8:40am
InfophileWell, you CAN go to a crowded streetcorner and tell everyone who passes by your social security number and bank account PIN, but you shouldn't. Is that censorship?07/01/2015 - 8:36am
E. Zachary KnightSo if it is going to turn out to be a bad scene, why even bother writing it?07/01/2015 - 8:07am
E. Zachary KnightMatts, Goth, The article, and others I have read making the same conclusion, state that most people fail in their attempts to write rape scenes without being overly offensive or overly incompetent in their attempt.07/01/2015 - 8:07am
Adam802http://www.sfgate.com/news/article/Ex-Sen-Leland-Yee-may-be-headed-for-a-plea-deal-6358941.php07/01/2015 - 7:12am
Adam802Possible plea deal in Yee case: http://www.mercurynews.com/crime-courts/ci_28408532/leland-yee-case-plea-deal-appears-likely07/01/2015 - 7:11am
MattsworknameInfo, Im with goth on this, the moment people start saying "You can but you shouldnt" thats a slow slide into censorship07/01/2015 - 6:05am
InfophileIn other words, you stopped when you found out it was arguing for a position you disagreed with, but before you found out why.07/01/2015 - 5:29am
Goth_Skunk"In short, anyone can write a rape scene—but should they? Chances are, the answer is no." And that's where I stopped reading.07/01/2015 - 5:11am
 

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