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

Is King right? Should all games adopt the free-to-play model?:

Shout box

You're not permitted to post shouts.
Andrew EisenAs it happens, Chinatown Wars is the only GTA game I've played.04/19/2014 - 10:43am
Papa MidnightWith GTA5 (to date) failing to even provide indication of a PC release, I'm realising that this might be the first GTA game that I have not played (outside of Chinatown Wars) since the series inception.04/19/2014 - 8:14am
IanCSo im guessing a bunch of edutainment games, which a lot of people elsewhere are going gaga over, dot count as classics? Okay. If you don't mind me, i have a sudden urge to play Putt Putt....04/19/2014 - 6:15am
MaskedPixelantehttp://www.joystiq.com/2014/04/18/playstation-99-cent-sale-discounts-tokyo-jungle-super-stardust/ Weekend long PSN flash sale. So much stuff is 99 cents for the rest of the weekend.04/18/2014 - 5:59pm
Adam802http://www.polygon.com/2014/4/18/5627928/newtown-video-game-addiction-forum04/18/2014 - 4:14pm
Matthew Wilsonit is a video talking about why certain games/products/consoles do well, and others do not. he back it up with solid research.04/18/2014 - 3:56pm
Andrew EisenI'm not keen on blind links. What is it?04/18/2014 - 3:45pm
Matthew Wilsonthis is worth a whatch https://www.youtube.com/watch?v=MyXcr6sDRtw&list=PL35FE5C4B157509C904/18/2014 - 3:43pm
MaskedPixelanteNumber 3: Night Dive was brought to the attention of the public by a massive game recovery, and yet most of their released catalogue consists of games that other people did the hard work of getting re-released.04/17/2014 - 8:46pm
MaskedPixelanteNumber 2: If Humongous Entertainment wanted their stuff on Steam, why didn't they talk to their parent company, which does have a number of games published on Steam?04/17/2014 - 8:45pm
MaskedPixelanteNumber 1: When Night Dive spent the better part of a year teasing the return of true classics, having their big content dump be edutainment is kind of a kick in the stomach.04/17/2014 - 8:44pm
Matthew Wilsonhttp://www.giantbomb.com/articles/jeff-gerstmann-heads-to-new-york-takes-questions/1100-4900/ He talks about the future games press and the games industry. It is worth your time even though it is a bit long, and stay for the QA. There are some good QA04/17/2014 - 5:28pm
IanCErm so they shouldn't sell edutainment at all? Why?04/17/2014 - 4:42pm
MaskedPixelanteNot that linkable, go onto Steam and there's stuff like Pajama Sam on the front-page, courtesy of Night Dive.04/17/2014 - 4:13pm
Andrew EisenOkay, again, please, please, PLEASE get in a habit of linking to whatever you're talking about.04/17/2014 - 4:05pm
MaskedPixelanteAnother round of Night Dive teasing and promising turns out to be stupid edutainment games. Thanks for wasting all our time, guys. See you never.04/17/2014 - 3:44pm
Matthew WilsonAgain the consequences were not only foreseeable, but very likely. anyone who understood supply demand curvs knew that was going to happen. SF has been a econ/trade hub for the last hundred years.04/17/2014 - 2:45pm
Andrew EisenMixedPixelante - Would you like to expand on that?04/17/2014 - 2:43pm
MaskedPixelanteWell, I am officially done with Night Dive Studios. Unless they can bring something worthwhile back, I'm never buying another game from them.04/17/2014 - 2:29pm
PHX Corphttp://www.msnbc.com/ronan-farrow/watch/video-games-continue-to-break-the-mold-229561923638 Ronan Farrow Daily on Video games breaking the mold04/17/2014 - 2:13pm
 

Be Heard - Contact Your Politician