Google Adsense equals embedded in-game commercials
Google is trying out the game commercial business again with its “AdSense for Games” product. Right now it’s testing an in-game technology that would allow them to insert ads while a person is playing a video game. In a demo, a character could pause and say something like “and now, a word from our sponsor,” before showing an ad clip. That’s exactly what games like Metal Gear Solid needs, an “Army of One” commercial before every cut scene.
The search engine giant has been slowly moving toward this field for quite some time now. In February 2007, its in-game advertisement intentions came to light when it bought Adscape for $23 million. At the Casual Connect conference in Seattle that same year, Adscape’s chairman and former head of Sega of America and Sony Computer Entertainment America, Bernie Stolar, gave rousing speech about “AdSense for Games.” Plus, in November, it tried some beta tests running pre-roll ads on Facebook with Bunchball.
However, Google hasn’t gotten serious about this business venture yet and most analysts are wondering if it will even go through with it. According to VentureBeat, the reason it bought Adscape was because it was reacting to Microsoft’s acquisition of Massive, a game advertisement company that boasts more than 200 advertisers in its network and 70 games with in-game ads. Plus, when Bunchball debuted, it ran with only Google ads and nothing more.
Nevertheless, it better get in game soon before the competition secures its position in the market. Yahoo Games, which already draws 18 million gamers, has partnered with NeoEdge and Double Fusion for its game advertisement. Sony has also partnered with Double Fusion and IGA Wordwide to this end. Plus, Electronic Arts has its own partnerships that it could use to stake a claim in the market.
Personally, I don’t mind advertisements, depending on how it’s presented. If I have to watch an ad clip before playing a game, it’s not that big of a deal to me (and if I can skip through it, that’s even better, but that’s wishful thinking). It’s just like watching a preview at a movie before seeing the feature presentation. I can even deal with ads placed on banners, items, or other places in the game.
Yet, if I’m forced to watch an ad while I’m trying to play a game, then it becomes intrusive and a problem. I don’t want to see Master Chief promote a PowerThirst commercial for every cut scene in Halo or every Xbox Live match. For me, that breaks up the momentum and the fun of the game.
That’s one of the things that made Google AdSense so great. It was an unobtrusive way to promote targeted ads to viewers without altering the flow of surfing through the website. I really hope Google doesn’t go through with this, because that could be the spark that ignites the in-game advertisement industry.
This is going to get really annoying really fast. I can see it now. Sonic is going to present a Nike commercial to me every time I finish a zone. Ah, the puns go on and on…
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August 1st, 2008
You can expect to see increased piracy with increased advertising – after all, why BUY a game with ads in it?
August 1st, 2008
That’s a very good point. I can easily see that happening.
August 18th, 2008
god, if this follows through, i will kill myself. Commercials in video games is just ridiculous. Maybe I can understand a Subway banner in Forza Motorsports 2, but this is just… well, stupid.