EA To Embed Ads In Video Games - InformationWeek

InformationWeek is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them.Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

IoT
IoT
News

EA To Embed Ads In Video Games

Improved graphics and mass-market game appeal are also seen as contributing to the ascent of in-game ads, which EA claims will "enhance" the games. It's unclear how advertisers will gauge their ROI from the ads.

Electronics Arts Inc. said Thursday it has inked deals with video game advertising network Massive Inc. and IGA Worldwide to embed ads into its games. The pact highlights the move among video game publishers to explore new revenue streams to help cover the soaring development costs of graphics-intensive titles.

The agreement will enable Massive, a Microsoft Corp. subsidiary, and IGA, to include advertisements in EA's portfolio of games for consoles and PCs. Financial terms of the deal were not disclosed.

Building the ads into the game will require about two months notice, but isn't expected to increase development time, said Trudy Muller, EA spokeswoman. "The ads won't impact game play either, but rather enhance it," she said. Muller said the average video games takes between 12 and 18 months to create, with some graphic intensive games requiring more than two years.

EA will incorporate the ads into football stadiums, basketball courts and roadside in a racing game, for example. More than 50 percent of the games EA publishes are focused on sports.

Working with Massive, Need for Speed Carbon will become EA first game title to incorporate dynamic in-game ads, while IGA Worldwide will deliver ads for the combat simulation Battlefield 2142.

Industry experts are waiting to see how game enthusiasts will choose to interact with ads, and "what they will tolerate, and what turns them off," said IDC gaming analyst Billy Pidgeon.

"It will be interesting to see how advertisers monitor return on investment for branding their product inside the games," Pidgeon said. "Not too long ago, game publishers would pay royalty fees to companies like Nike to use their brand in the game in the 8- and 16-bit days."

That changed in the late 1990s with the last generation of games, Pidgeon said. Internet-connected consoles Sega's Dreamcast, Microsoft's Xbox, and Sony's PlayStation 2 accelerated the change. Improved graphics and mass market game appeal are also seen as contributing to the ascent of in-game ads.

We welcome your comments on this topic on our social media channels, or [contact us directly] with questions about the site.
Comment  | 
Print  | 
More Insights
The State of IT & Cybersecurity Operations 2020
The State of IT & Cybersecurity Operations 2020
Download this report from InformationWeek, in partnership with Dark Reading, to learn more about how today's IT operations teams work with cybersecurity operations, what technologies they are using, and how they communicate and share responsibility--or create risk by failing to do so. Get it now!
Slideshows
10 Cyberattacks on the Rise During the Pandemic
Cynthia Harvey, Freelance Journalist, InformationWeek,  6/24/2020
News
IT Trade Shows Go Virtual: Your 2020 List of Events
Jessica Davis, Senior Editor, Enterprise Apps,  5/29/2020
Commentary
Study: Cloud Migration Gaining Momentum
John Edwards, Technology Journalist & Author,  6/22/2020
Register for InformationWeek Newsletters
Video
Current Issue
Key to Cloud Success: The Right Management
This IT Trend highlights some of the steps IT teams can take to keep their cloud environments running in a safe, efficient manner.
White Papers
Slideshows
Twitter Feed
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.
Sponsored Video
Flash Poll