6 ms·

EA is prototyping in-game ads even as we speak

22 points by leotravis10 2y ago

hi-v-rocknroll 2y ago
You knew someone would eventually say it... along with layoffs and shrinkflation, all things must be enshitified to make it worse for the user while appearing to make some money in the short-term.
- FMecha 2y ago
  Considering advertisers had pull over potentially objectionable content in other types of media, would you consider advertisers also potentially having a pull over the game's content as well?
  - hi-v-rocknroll 2y ago
    That could introduce a new threat to art and freedom in addition to nation state-specific censors.
MisterBiggs 2y ago
I think the really scary thing that is only sort of mentioned in the article is ads coming as updates. Once a game has critical acclaim, won a ton of awards, but is not mostly collecting dust, why wouldn't you throw in some ads to "support live services". I also wouldn't be surprised to see classic games released for free with an ad supported model and the original version the fans all know and love being unavailable.
- integricho 2y ago
  hell no. if they sold a title to you, that you own now, they must provide a way for the title to be playable as-is, without shoveling a ton of ads down our throats. if the title is single player, it must be playable offline, if the title is multiplayer, they must release server components for self-hosting. that is as simple as it should and must be. we have to punish them and hold them accountable for selling titles that they lock us out of in a short amount of time. that is basically theft. fuck EA, and basically most of the AAA studios overall. i will never support such behavior.
  - Cheer2171 2y ago
    > if they sold a title to you, that you own now Nope, you don't own anything these days. You purchased a license subject to terms and conditions. Not endorsing this, but that's how it works.
clarle 2y ago
Anarchy Online did this before…18 years ago. https://www.gamedeveloper.com/game-platforms/funcom-massive-introduce-interactive-ads-in-i-anarchy-online-i-#close-modal https://www.gamedeveloper.com/game-platforms/funcom-massive-...
FMecha 2y ago
This isn't new for EA: https://screenrant.com/burnout-paradise-2008-release-obama-political-game-ad/ https://screenrant.com/burnout-paradise-2008-release-obama-p...
fendy3002 2y ago
It's so sad that ads got such a bad reputation as being intrusive, annoying, fraud, etc. While when used correctly, ads are very useful and sometimes fun. Especially in this case, the future will talk more about the engagement, conversion, impressions, clicks, etc related to in-game ads, and not how to creatively integrate the ads in the game in a fun way
- underlogic 2y ago
  Holding down users, forcing them into an activity not in their interests until they "like it". There is no place for advertising in a civilized future. It's not Ok. It's a type of crime I think.
  - verve_rat 2y ago
    The classifieds in the back of newspapers are a type of ad that helped normal people buy/sell their stuff and paid for actual journalism. Some ads are ok. Advertising as a concept is very broad.
  - novariation 2y ago
    Every consumer, and every human being in society faces the "exploration-exploitation" dilemma [0] weekly or daily. They've discovered a set of things they like and dislike, either through family, friends, circumstances, or marketing ploys in the past. Finding new things they like isn't easy. You need external influence. Without these you feel life is boring, repetitive, predictable, lacks texture or excitement. As most honest people will tell (one recent example I've stumbled upon could be independent game developers) - you could have a great product, but sadly most people will not know about it or will be "too busy to try it", and will prefer sticking to their habits or past experiences. How would you go about solving this issue in a reliable way, that's not prone to similar distortions and hijacking as advertising and public relations ? [0]: https://en.wikipedia.org/wiki/Exploration-exploitation_dilemma https://en.wikipedia.org/wiki/Exploration-exploitation_dilem...
    - underlogic 2y ago
underlogic 2y ago
Just stop buying their product. Advertising is very much an assault on the user. It's tolerated today, but let's call it what it is; brainwashing, exploitation, manipulation, theft.
- tjpnz 2y ago
  Same goes for the gambling mechanics they build into their games. What they planned to do with Star Wars Battlefront 2 was the final straw for me and I've been happily boycotting them ever since.
- Cheer2171 2y ago
  > Just stop buying their product. The business model for the most popular games now is that they are free to download and play, but they monetize through loot boxes and aesthetic skins. And now ads. Like with news, it is hard to compete with free+ads.
- RetroTechie 2y ago
  s/buying/using Ad impressions alone might pay for a product you threw $0 at. Hate ad-infested games? Then don't buy OR play those, period.
- beefnugs 2y ago
  I wish we as consumers had better collaboration tools for this. They always do this "testing the waters" shit where they put out news like this, and if we all just had the will power to not complain, wait until they do it, and fuck right off from buying anything from the company after they have shot themselves in the foot: there would be much better effect in really hurting them. But as of now, they can just push the limits slowly and easily and look at how much public whining happens to gauge if they can get away with it
LocalH 2y ago
The advertising industry is one of the most entitled industries in existence. EA, how far you've fallen.
hgs3 2y ago
Aren't in-game ads old news? Sports and racing games have had them in the past. Even a shooter game like Quake Live had them for a time. And they're all over mobile games. The article makes reference to "next generation of in-game ads" but doesn't elaborate what "next generation" means. I'll play devils advocate and say in-game ads aren't terrible if they're in the background and aren't immersion breaking, for example if I were playing a racing game and drove past a Coca Cola billboard I wouldn't be bothered. Without Coca Cola's sponsorship the developers would have invented their own fake product to put on the billboard anyway.
tweetle_beetle 2y ago
Makes the advertising in computer games of the past seem quaint. Oldest I'm aware of, though not exactly the third party advertising proposed by EA, is 7Up's Spot[1]. Must go further back than that though. [1] https://en.wikipedia.org/wiki/Spot%3A_The_Video_Game https://en.wikipedia.org/wiki/Spot%3A_The_Video_Game

22 points by leotravis10 2y ago

You knew someone would eventually say it... along with layoffs and shrinkflation, all things must be enshitified to make it worse for the user while appearing to make some money in the short-term.

FMecha 2y ago
Considering advertisers had pull over potentially objectionable content in other types of media, would you consider advertisers also potentially having a pull over the game's content as well?
- hi-v-rocknroll 2y ago
  That could introduce a new threat to art and freedom in addition to nation state-specific censors.

MisterBiggs 2y ago

I think the really scary thing that is only sort of mentioned in the article is ads coming as updates. Once a game has critical acclaim, won a ton of awards, but is not mostly collecting dust, why wouldn't you throw in some ads to "support live services". I also wouldn't be surprised to see classic games released for free with an ad supported model and the original version the fans all know and love being unavailable.

integricho 2y ago
hell no. if they sold a title to you, that you own now, they must provide a way for the title to be playable as-is, without shoveling a ton of ads down our throats. if the title is single player, it must be playable offline, if the title is multiplayer, they must release server components for self-hosting. that is as simple as it should and must be. we have to punish them and hold them accountable for selling titles that they lock us out of in a short amount of time. that is basically theft. fuck EA, and basically most of the AAA studios overall. i will never support such behavior.
- Cheer2171 2y ago
  > if they sold a title to you, that you own now Nope, you don't own anything these days. You purchased a license subject to terms and conditions. Not endorsing this, but that's how it works.

clarle 2y ago

Anarchy Online did this before…18 years ago. https://www.gamedeveloper.com/game-platforms/funcom-massive-introduce-interactive-ads-in-i-anarchy-online-i-#close-modal https://www.gamedeveloper.com/game-platforms/funcom-massive-...

FMecha 2y ago

This isn't new for EA: https://screenrant.com/burnout-paradise-2008-release-obama-political-game-ad/ https://screenrant.com/burnout-paradise-2008-release-obama-p...

fendy3002 2y ago

It's so sad that ads got such a bad reputation as being intrusive, annoying, fraud, etc. While when used correctly, ads are very useful and sometimes fun. Especially in this case, the future will talk more about the engagement, conversion, impressions, clicks, etc related to in-game ads, and not how to creatively integrate the ads in the game in a fun way

underlogic 2y ago
Holding down users, forcing them into an activity not in their interests until they "like it". There is no place for advertising in a civilized future. It's not Ok. It's a type of crime I think.
- verve_rat 2y ago
  The classifieds in the back of newspapers are a type of ad that helped normal people buy/sell their stuff and paid for actual journalism. Some ads are ok. Advertising as a concept is very broad.
- novariation 2y ago
  Every consumer, and every human being in society faces the "exploration-exploitation" dilemma [0] weekly or daily. They've discovered a set of things they like and dislike, either through family, friends, circumstances, or marketing ploys in the past. Finding new things they like isn't easy. You need external influence. Without these you feel life is boring, repetitive, predictable, lacks texture or excitement. As most honest people will tell (one recent example I've stumbled upon could be independent game developers) - you could have a great product, but sadly most people will not know about it or will be "too busy to try it", and will prefer sticking to their habits or past experiences. How would you go about solving this issue in a reliable way, that's not prone to similar distortions and hijacking as advertising and public relations ? [0]: https://en.wikipedia.org/wiki/Exploration-exploitation_dilemma https://en.wikipedia.org/wiki/Exploration-exploitation_dilem...
  - underlogic 2y ago

underlogic 2y ago

Just stop buying their product. Advertising is very much an assault on the user. It's tolerated today, but let's call it what it is; brainwashing, exploitation, manipulation, theft.

tjpnz 2y ago
Same goes for the gambling mechanics they build into their games. What they planned to do with Star Wars Battlefront 2 was the final straw for me and I've been happily boycotting them ever since.
Cheer2171 2y ago
> Just stop buying their product. The business model for the most popular games now is that they are free to download and play, but they monetize through loot boxes and aesthetic skins. And now ads. Like with news, it is hard to compete with free+ads.
RetroTechie 2y ago
s/buying/using Ad impressions alone might pay for a product you threw $0 at. Hate ad-infested games? Then don't buy OR play those, period.
beefnugs 2y ago
I wish we as consumers had better collaboration tools for this. They always do this "testing the waters" shit where they put out news like this, and if we all just had the will power to not complain, wait until they do it, and fuck right off from buying anything from the company after they have shot themselves in the foot: there would be much better effect in really hurting them. But as of now, they can just push the limits slowly and easily and look at how much public whining happens to gauge if they can get away with it

LocalH 2y ago

The advertising industry is one of the most entitled industries in existence. EA, how far you've fallen.

hgs3 2y ago

Aren't in-game ads old news? Sports and racing games have had them in the past. Even a shooter game like Quake Live had them for a time. And they're all over mobile games. The article makes reference to "next generation of in-game ads" but doesn't elaborate what "next generation" means. I'll play devils advocate and say in-game ads aren't terrible if they're in the background and aren't immersion breaking, for example if I were playing a racing game and drove past a Coca Cola billboard I wouldn't be bothered. Without Coca Cola's sponsorship the developers would have invented their own fake product to put on the billboard anyway.

tweetle_beetle 2y ago

Makes the advertising in computer games of the past seem quaint. Oldest I'm aware of, though not exactly the third party advertising proposed by EA, is 7Up's Spot[1]. Must go further back than that though. [1] https://en.wikipedia.org/wiki/Spot%3A_The_Video_Game https://en.wikipedia.org/wiki/Spot%3A_The_Video_Game