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.
 
Forgot your password?
Username :
Password :

Poll

Did Microsoft pay too much ($2.5 billion) for Minecraft developer Mojang?:

Shout box

You're not permitted to post shouts.
Andrew EisenAgenda? What exactly is this agenda and what does it have to do with ethics and transparency in game journalism? I mean, goodness, you make it sound like GamerGate really IS about silencing people from talking about gender issues in video games.09/17/2014 - 3:03pm
james_fudgeBTW I support Sommers' and Sarkeesian's rights to express opinions on games equally.09/17/2014 - 2:00pm
james_fudgeQuiknold: How dare people engage in free speech about games? Let's all live in a bubble!09/17/2014 - 1:58pm
james_fudgeAdam we're working on that story right now. We talked to the DA about it09/17/2014 - 1:57pm
quiknkoldAndrew Eisen : Because Sexism is one of the Agendas being thrown around by Game Journalism. That's why09/17/2014 - 1:40pm
Adam802Violent Video Games Targeted in County Exchange Program http://www.ign.com/articles/2014/09/17/california-county-targets-violent-video-games?abthid=5419d05cc66ca4a00a00001a09/17/2014 - 1:28pm
Andrew EisenIs there suspicion that Sommers isn't disclosing things that would cause a conflict of interest in regards to her recent video?09/17/2014 - 12:27pm
Andrew Eisenlomdr - But, GamerGate folk keep insisting that the movement is about ethics and transparency in game journalism. Why would they be interested a video about sexism in video games and the people who comment on it?09/17/2014 - 12:25pm
NeenekoAKB48 is one of the more extreme examples of 'sexy virgin minors as a product' pattern.09/17/2014 - 11:54am
MaskedPixelanteOf course it's AKB48, why wouldn't it be?09/17/2014 - 11:33am
IanCWhats so creepy and dehumanizing about akb48?09/17/2014 - 11:31am
NeenekoAh the japanese... creepy dehumanizing pop group gets creepy dehumanizing arcade game: http://www.wired.com/2014/09/akb48-sailor-zombie/09/17/2014 - 11:02am
james_fudgeWe're looking into whatever is making the site freak out this morning, folks. Sorry09/17/2014 - 10:12am
lomdrSadly, Craig, they found someone else to latch onto, the API in today's article.09/17/2014 - 9:43am
MaskedPixelanteI'm having different issues with the site. I'm not sure what's causing it, but if I have this site open, videos become choppy and unwatchable.09/17/2014 - 8:33am
E. Zachary KnightConster, It is not just you. I believe the techs are looking into the problems.09/17/2014 - 8:18am
ConsterAlso, is it me or has connection to the site been spotty lately?09/17/2014 - 6:19am
ConsterThe sword it drops makes getting to the 'good' parts a lot easier.09/17/2014 - 6:09am
ConsterMaskedPixelante: I recommend going to the undead city, luring out the black knight, then hiding behind a closed door and hitting him through it so you can retreat and heal safely.09/17/2014 - 6:06am
Craig R.Have the GamerGate mouthbreathers left yet?09/16/2014 - 7:56pm
 

Be Heard - Contact Your Politician