In-game advertising to play role in PS3 games

PS3 News | Sony head admits company is exploring "more complex revenue streams."

One piece of GDC news that temporarily flew under the PALGN radar involved an admission from Sony Worldwide Studios head Phil Harrison that gamers could expect to see a great deal more in-game advertising in PlayStation 3 games.

To underline his point, Harrison showed off an F1 game in which players can download extra tracks (at a price, presumably) from within the game. These extra tracks will be advertised in the game, something Harrison labelled as “product-to-service evolution.” Theoretically speaking then, it sounds as if software producers will also be able to "rent out" in-game space to companies interested in bandying their name about, with adverts streamed over the PlayStation Network Platform.

“We’re moving from a disc-based business to a network-based business, with more complex revenue streams,” proclaimed Harrison, before adding that “PlayStation Network Platform can augment the current business model with content downloads and episodic content. Games can have the same social currency as a great TV show, like Lost or 24.” He then went on to point out that "in-game advertising will play a significant role in PlayStation 3’s future."

As long as it means cheaper games Phil, we're not fussed. Somehow though, we suspect we may still be paying full dollar for our software. As always, your comments on this are welcome here, folks.

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31 Comments

Capoeira

7 years ago

Bullsh!t. One thing I can't stand is advertising that's forced on you, stuff you just can't change the channel to get away from. IGN do it, now games on the PS3 are going to do it. Like I said, bullsh!t. As for dropping the price, I highly doubt it.

I'm not looking forward to playing MGS4 with the Nokia label constantly branded at the top of codec conversations. Or watching Dante chowing down on some Dominos pizza. BULLSH!T!!!!

838 La

7 years ago

^ I know what you mean, I got abit put off when I was playing Burnout 3 the 1st time, zoom past those EA logos & worst yet, Ads about their Tiger Woods games. & I was like wtf.

Real Ad <Made up Ads (which rather funny sometimes;thanks Rockstar)

nin2000

7 years ago

imagine if nintendo did it. Youd be halfway through playing a new zelda game, when you get to some person that you have talk to, only to read about 10 lines of advertising for the latest schick razor blade, before you get to any info.

Or when you finally obtain the matersword, written down the side of the blade is an advertisement of mcdonalds new deli choices menu.

Or you get to a tressure chest, hoping its some awesome weapon, when out comes a small key in the shape of the new toyota yarris.

Even worse, imagine playing a super mario bros game, just after defeating bowser, instead of seeing a toad tell you that the princess is in another tower, its ronald mcdonal, telling you about saleds plus.

I really hope nintendo doesnt follow sony on that decision.

Mark

7 years ago

I don't really see an issue with this decision. Developers have begun to already incorporate such advertising in games, and with the development cost increasing for games there are certain areas of hitting more revenue - in this case in-game advertising.

Obviously, the in-game advertising isn't going to fall out of context of what game you're playing or affect how you play the game. In real-life racing events you see all sorts of advertisement, and it should be expected in the games.

As long as it stays within context I have no issues with the decision.

Chris-Leigh

7 years ago

If we get a price-drop out of this, I don't see an issue either Mark. But if we don't, then in my book it becomes an issue. We pay enough (arguably too much) for games already. If publishers are going to tap into new revenue streams, then it's only fair that we as consumers benefit from that as well.

Jellyfish

7 years ago

I read this as they're only going to offer in-game content for this kind of marketing... Like just say in Grand Turismo #, you get given magazines or something to find your races and around there in normal advertising areas, it'll have something like "Nissan Skyline R34 Nur - 340 Sony Points" or perhaps in Final Fantasy 13, when you go to the stores, they have signs saying "Armour of Tonberry(sp?) Immunity - 500 Sony Points". I don't think Sony is that money hungry to plonk McDonalds and Starbucks in the middle of God of War 3 or whatever...

Matt

7 years ago

I don't mind if it's an extension of a real product - I'm not bothered by the Samsung logo in GRAW, and unlike Lahiru, I couldn't really give a shit if Dante eats Dominos so long as it doesn't affect the setting - I don't wanna see Coke vending machines in God of War 3, for example.

If we get the gaming equivalent of the Internet's full page interstitial ads, then heads will roll.

The Brett

7 years ago

It's not going to impact the gaming experience. There is no way they would do that.

I think this is a great move- if it means the PS3 can be cheaper because Sony will recoup their costs through advertising, then by all means they should do it. As long as it doesn't affect the game.

~DESTROY~

7 years ago

HaHaHaHa Just goes to show you, SONY takes it swiftly in the pooper and cant sustain their own operations without having to ram another Add down our throats or tell us what brand we need to be buying.

Seriously now arent they going a bit far, Video Games are ment to take us away from reality and give us a break away from the constant sales media, Sony should take a page from microsofts book, but pity they cant I think that PS3 isnt going to be anything but an overpriced Advertising machine that wants more $$$ for content on games you already paid full price for???? Shite thats lame im sorry ppl but Microsoft offer the content download for free etc. and when your paying $100 upwards per game you really wanna make sure your getting your moneys worth and the free content download helps in the validation of spending that much on a game to begin with.

nin2000

7 years ago

I bet you anything that they will soon sell ad games, and ad-free games. Ad-free games being $130 and ad-games being the normal 100 dollars. Seriously, i thouhgt sony wanted to get games to apeal to a more mainstreem audience, same with Micrsoft, but with these rising game prices, i cant bring myself to buying one of their console *we now interupt this comment for a quick word from our sponer Hyundai*

With these high prices, ie ms xbox365 having games of 120 dollars, its less apealing to mainstream as they do not have a big enough income to buy more than one game a year (thats after taking all other living expences in)

Frozencry

7 years ago

The Brett wrote

I agree. I doubt it will affect gaming severely, if not at all. They usually do it in a more subliminal sense, like in Burnout 3 you race right by an ad for Tiger Woods games, but you only just barely see it. It's no real problem IMO. But as Matt said, heads will roll if it turns into the internet ads.

j_dawg96

7 years ago

I think the reason behind sony looking at ingame advertisements is to do with the basic level of playstation network being free. how else would it be free? if sony is going to offer an xbox live quality service for free they will have to make money out of it somewhere.

Bitchacho

7 years ago

Matt wrote

...I couldn't really give a s*** if Dante eats Dominos so long as it doesn't affect the setting - I don't wanna see Coke vending machines in God of War 3, for example.

getting a little optimistic? God of War 2 has just been announced and you're talking about the 3rd one

. What if God of War 2 was set in the middle ages, and God of War 3 was set in present time - progressing through time basically. then would coke machines affect the setting?

themak

7 years ago

Chris-Leigh wrote

In-game advertising to play role in PS3 games by Chris Leigh

PS3 News: Sony head admits company is exploring "more complex revenue streams."

[View Article]

Translation:
Sony want to screw you for even *more* money.

David

7 years ago

It's not just Sony, and it's not new. Splinter Cell 3 gave me the craps with it's stupid in game ads.

Matt

7 years ago

Quote

getting a little optimistic?

Mitchacho, this is Sony. God of War was a top selling new IP for them, and the sequel will do well for them. We saw how many Jak, Ratchet and Sly games this gen?

There were still million sellers on the PSOne after the release of the PS2, and the PS2 has a larger userbase - figure that one out.

Quote

What if God of War 2 was set in the middle ages, and God of War 3 was set in present time - progressing through time basically. then would coke machines affect the setting?

The times change our way of thinking (+1 for the MGS3 ref

) - if you had Kratos unleashing hell on Times Square, I'd want it to look like Times Square, and if includes the Coke ads that are always there, then so be it.

themak

7 years ago

Complex revenue stream:

Oh yeah,
Innovation:
Pay for your games (counts) between 4 and 8 times.

Bitchacho

7 years ago

^why are they advertising the fact that they will have more ways to get revenue? thats something that should be kept in the board room with all the fat cats. fucken arsey bastards.

Gtpod

7 years ago

I want me some Acme-Soda.

Explodalicious.

Ads in games have never bothered me, except for the aforementioned Tiger Woods ad in Burnout 3. And like Chris and some other guy said, if it means cheaper games, I'm all for it.

themak

7 years ago

Mitchacho wrote

^why are they advertising the fact that they will have more ways to get revenue? thats something that should be kept in the board room with all the fat cats. f*** arsey bastards.

I don't think that they wanted that picture all over the net.
http://www.kotaku.com/gaming/game-developers-conference/pics-of-sony-gdc-keynote-on-flickr-162958.php

armageddon12

7 years ago

Only when ads in games become obtrusive does it become an issue. Look at the Puma sponsored download pack for Wipeout Pure, it's over the top and really ruins the experience...not that you spend much time looking at billboards mind.

NismoR34

7 years ago

Look at the game used as the example with this guys, Formula 1. Now, let's look at Formula 1 in real life and then the games that have so far been released. You can't tell me that advertising hasn't already been featured in gaming before now, can you?
That's right, I didn't think so. Granted the advertising hasn't brought in the money like this article suggests but it was still there nonetheless and well, that is where I believe it will stay too. In the games where it is suited such as racing simulations and whatever. I seriously don't think Sony (or the game industry as a whole) would be stupid enough to include advertisements in the latest game set in a fantasy world. If I'm wrong then by all means throw apples at me but c'mon, see what eventuates before getting too high on that horse.

k1dcharm

7 years ago

It it can bring the game cost down, I'm all for it

ObsoletE

7 years ago

Like Nismo said, racing games have had advertising within the game for ages, hell, using licenced vehicles is a form of advertising.

like most people, if it's done within the context of the game, then it's all good as far as i'm concerned. Dante chowed down on Pizza in the Prologue to DMC3, add a dominoes logo, far enough.

Dante's hidden clothing in DMC2 was a little less subtle though.

vending machines are a mainstay of FPS scenery, i've no issues blowing open a Pepsi machine rather than Cry Cola, for example.

anyway, Polyphony created a special version of GT to advertise for Toyota a few years ago, using the GT Physics to digitally test-drive cars is a good idea, imo.

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