Advertising in computer games

Successful in-game advertising

I don't like adverts. I see their need, I understand advertising, but I'm trained to ignore the majority. To shoe-horn ads into games there's going to need to be some serious thought involved.

Take a major sporting event like Formula 1. When I visit a Formula 1 race you are in no doubt who sponsors the show. Other advertisers also appear to flow with the show, but that's the key term, flow with the show. In this new flight simulator are missions to complete. I am not adverse to completing such challenges as the 'Coca Cola 4 mile race' or the 'Vodaphone helicopter training sessions' because it flows with the game by being part of it. This, if done properly, could enhance the realism of the game and add an element of depth. We see brands associated with sports all the time, so in-game would work very well and I for one would welcome this move if and/or when advertising enters this new media.

Failed in-game advertising

Games are software and software is executable that needs to be installed. Now, spyware, scanware, adware, whatever you call it, no-one wants it. This is the first danger, particularly when sponsors subsidise the cost of the game for some 'toolbar' that gets forced upon us.

Regarding timing, there's nothing worse than at a critical part of a sporting event, adverts cut in to tell us there is a special offer on super soft loo paper. This happens. It happened during the 2005 San Marino Grand Prix when Michael Schumacher almost took the win away from Alonso. Just as Shumacher was hunting down Jenson Button, the ads cut in to completely destroy what was surely a peak in terms of television motorsport that year. ITV, that was big mistake. Luckily, I was at San Marino watching it but I heard all about it on my return.

The problem is ads are ads, they need to be shown and the advertisers pay a lot of money for them to be seen. If ever, even once an advert interrupts the flow of a game, it has failed. The real estate on the screen is also precious. If you're fighting some medieval warrior you don't want to see a McDonalds 'M' in the corner.

Personally, I think there is room for in-game advertising, but only if it ties in well like it does with sport we see today. Timing shouldn't be a part of it because it shouldn't interrupt the game. Loading times shouldn't be increased either, and the loading screen shouldn't take our minds off the game.

Finally

There's a lot of opportunity here. The games market is vast and the market is wide. It's not all about kids, I'm in my early 30's and I still enjoy them.

I shall look forward to the direction this takes in the near future.