In F2P mobile games, players are now accustomed to the occasional ad flying across the screen. Now, a company wants to implement the principle for large console and PC games as well.
Update July 5, 2021: EA has now commented on the topic. A spokesperson for the company clarified to “PC Gamer” that there are currently no plans for advertising in console games: “After inaccurate reports suggest that we want to introduce ‘TV-like’ ads in our games, we wanted to clarify that in-game advertising for console games is not something we are currently considering or for which we have signed any agreements,” the statement from EA on the topic stated: “Our primary focus remains on creating the best possible experience for players” (via PC Gamer).
Here is the original report continued.
What is it about? As the news portal Axios reports, the company “Simulmedia” has long been testing a system that could integrate video advertising into console and PC games (via Axios.com). Simulmedia primarily presents itself on its own homepage as a television advertising company but also lists the option for advertising in video games.
According to Axios, the advertising platform “PlayerWON” is set to launch, which aims to show TV-like spots in video games. The idea: players can watch 15- or 30-second ads in the game and receive in-game rewards in exchange.
How is this supposed to work? With the technology, developers should be able to integrate ads into the games and then decide what rewards players can earn for watching them. These could potentially be in-game currency or skins.
According to the report, Simulmedia is said to have already entered into deals with Electronic Arts (EA) and Tencent’s Hi-Rez Studios (EA has since denied planning TV advertising for console games – see Update from July 5 above in the text).
EA offers titles such as FIFA 21, Battlefield 2042, or Apex Legends, while Hi-Rez has released games like Smite and Paladins.
Up to ten clips a day conceivable
Why should advertising be in the games? Dave Madden from Simulmedia said to Axios that especially free-to-play games like Fortnite, Apex Legends, or even CoD: Warzone and Roblox have recently spread significantly on consoles and PCs. There has been a notable increase in both the audience and playtime: “Nevertheless, the vast majority of players, over 90%, never spend money on F2P games,” Madden stated.
Advertisements could therefore become an additional source of income. Simulmedia has reportedly found that players are willing to watch up to 10 ads per day to unlock free benefits in games.
Are there already examples? Basically, advertising in games occurs repeatedly. This applies not only to mobile games but also to “larger” games. For example, FIFA already has banners in the stadium advertising various things. In Fortnite, there are also collaborations that could be understood as advertising – for instance, when Fortnite showed an exclusive scene from the then-new Star Wars film “The Rise of Skywalker”.
Actually playing ads is rather rare, though. However, there was a comparable case in autumn 2020 when EA integrated a short clip for the series “The Boys” into the game UFC 4. What it looked like can be seen here:
The ad in the game caused a huge uproar, leading to it being removed shortly afterward. In a statement (via Eurogamer), EA said: “Your feedback clearly shows that the integration of ads into the replay and overlay experience is not welcome. The ads have been disabled by the team and we apologize for the disruption of gameplay that players may have experienced.”
This should have been communicated to players beforehand and was a mistake. Such advertisements will not appear in UFC 4 replays in the future.
What do you think about the topic of advertising in video games? Would you watch clips for rewards – or are you against it? Tell us in the comments!
