Video games and commercials are basically like oil and water. They don’t mix. News broke recently that the company Simulmedia has reached an agreement with Electronic Arts (EA) and High-Rez Studios which will potentially bring TV-style commercials into video games. This is scandalous news and if it were to happen it would be a terrible mistake.
What would these ads look like?
These ads that would potentially be in future video games wouldn’t just be there for the show, but they would involve some sort of incentive for gamers, similar to how mobile games handle their ads. PlayerWON, a platform designed by Simulmedia, would provide a 15 or 30 second advertisement that would offer players in-game rewards for watching the advertisements provided.
The data that Simulmedia studied and researched indicated that users would watch up to almost 10 ads per day in exchange for free in-game rewards. Although getting free in-game rewards in exchange for a few minutes of your time. may seem like a good idea, advertisements and advertisements are not intended for video games in any way.
Why do developers and publishers think this is a good idea?
The whole reason developers and publishers aren’t totally dismissing this idea is that it would be much cheaper to embed ads in video games than trying to embed brands and campaigns for millions. of dollars. You can play a video game with ads running in the background, but it takes a lot more money to have those marks in the game without running a fast 15/30 second ad.
Either way, this news couldn’t be a more terrible idea. It always seems like developers and publishers are trying to cut costs and save money. I think if a game is successful enough to generate enough revenue, there is no need to advertise in the game.
Let’s be honest, no one likes ads. Even when it comes to free mobile games, no one likes to play a game on your phone only to be interrupted by a 30 second ad, but it’s usually an accepted compromise over paying for a game. But insert in-game ads in traditional console and PC games, which already cost over $ 70 for the next gen, just doesn’t make sense.
I guess it all depends on what approach games want to take with this idea. If they have the option to watch videos for in-game rewards from a side menu that doesn’t detract from the overall game experience, then they can give it a try. While I’m still not a fan of this idea, I guess it would be a compromise. If they were to make the ads appear throughout the game, then those games would ultimately be destroyed because no one would want to buy those games.
EA has previously said its goal is to continue to build a network of advertisers and games that they can connect to through its platform, expanding the burgeoning console advertising market. It plans to roll out in-game ads in about a dozen more games by the end of the year.
This approach will not please many gamers and will not be too well received by the gaming community. EA already tried to integrate ads last year in UFC 4 and due to massive backlash from fans, they were forced to remove these ad integrations as they ruined the gaming experience. 2K tried something similar in NBA 2K21 and it failed dramatically. If they weren’t working in one of EA’s “smaller” games, what made them think ads would be a better idea in? Madden or FIFA. Things don’t seem to be really working out.
Whether or not gamers like the idea of in-game ads, the deal with EA and High-Rez Studios has already been made with Simulmedia and ads will be added to games in the future in one form or another. Depending on the backlash from these ads, they will likely decide their lifespan. Being a player myself, I just have a feeling that I know what players are going to think of this idea and I don’t think it will get the best feedback.