EA wants to place ads in full-price games, again
www.techspot.com
Speaking during the company's latest earnings briefing, EA CEO Andrew Wilson said in-game advertising could become a "meaningful driver of growth" for the firm.

EA has tried this before, with predictable results. In 2020, EA Sports UFC 4 included full-screen ads for the Amazon Prime series The Boys that would appear during ‘Replay’ moments. These were absent from the game when it launched, with EA introducing the ads about a month later, thereby preventing them from being highlighted in reviews. It wasn’t long before the backlash led to EA disabling the ads.

  • Underwaterbob@lemm.eeEnglish
    274·
    8 months ago

    If they’d just be smart about it. Make the ads in-game. Like a Nike poster on a wall or a can of Pepsi on a table or something. I wouldn’t have a problem with that. Making them the entire focus - however brief - just makes me hate them immeasurably.

    • kromem@lemmy.worldEnglish
      12·
      8 months ago

      Even then they should still be held to a higher standard.

      Especially now in the era of generative AI.

      The poster should have a well known character in the world lore holding the Coke, or a location in the map for the car ad, etc.

      The ads should feel like they are actually a part of the world, and shouldn’t be put in a game unless this can be accomplished.

      In game ads don’t have to suck. But because the power dynamic is such that shit ads can be shoved down players’ throats with the only response being to not buy that publisher’s games, the medium isn’t going to find an acceptable equilibrium.

      In game ads in live service games for in game assets may not suck too much though (an inevitable part of the future).

    • TORFdot0@lemmy.worldEnglish
      4·
      8 months ago

      You can’t really sell ads on a per impression basis with just product placement. They want the ad sales to be recurring revenue.

    • space@lemmy.dbzer0.comEnglish
      4·
      8 months ago

      I’m pretty sure their goal is to bring ads in the same form as the mobile games, not as part of the in-game world. If they can do it on mobile, why shouldn’t they on pc or consoles?

      I think this will be an important thing for gamers to unite against, because if there isn’t enough push back, every big studio will do the same.

      • Underwaterbob@lemm.eeEnglish
        1·
        8 months ago

        Good thing I haven’t bought a game from a big name studio since, uhh, does Elden Ring count?

    • Railcar8095@lemm.eeEnglish
      4·
      8 months ago

      Soon the game world will have speakers with ads, that will not really follow volume settings or distance attenuation.

      The tutorial will have you collect “refreshing Pepsi Colas”.

      Cinematics will always look to the big billboards.

      And the game will have strict anti tampering/mods and will require internet connection to support this adds.

      EA doesn’t get the benefit of the doubt anymore