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Sony introduces dynamic in-game ads on PS3

4 June 2008 15:45 by Andre "DVDBack23" Yoskowitz | 37 comments

Sony introduces dynamic in-game ads on PS3 Sony has announced that it will be introducing dynamic in-game advertising on the PlayStation 3 in both the UK and the US.

Marketers and companies interesting in having the ads in games are now able to engage "through advertisement distribution partners" and Sony announced that IGA Worldwide was selected as the PS3's first partner.

"The PS3 platform is primed to leverage the high growth potential of the in-game advertising market",
said Phil Rosenberg, senior vice president, SCEA.

"Ads that are organic to the environment not only benefit developers and advertisers, but also create a richer experience for gamers."


Analysts have said the dynamic advert market will reach $800 million USD by 2012 and it is clear Sony wants a piece.

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    Discuss this article!  There are more user comments available, read them here
    Tecbot (Newbie) 4 June 2008 18:51 Send private message to this user   
    if it enables a better service why not, not like im going to go buy pepsi after seeing a pepsi ad but considering the marketing I guess there is people that do win win for marketing and companies supplying it I guess, makes the worlds/environments feel more normal to. Only way to really win is if that money made is used for something on the system and not just another big check to excutives who already make a absurd amount.
    drach (Newbie) 4 June 2008 19:27 Send private message to this user   
    Hopefully there will at least be a way to opt out of those adverts, then everyone gets what they want.
    AXT (Member) 4 June 2008 19:31 Send private message to this user   
    In games like grand theft auto it will add to the realism. Its a good idea if the ads don't interfere with gameplay or with the level design.
    Nissan101 (Member) 4 June 2008 20:06 Send private message to this user   
    it can be something small like in a free roam game (ex. GTA IV) when you go to the "Farmer John's" Market, you might want to buy some "Pepsi" to drink and a "Pizza Hut" Medium pizza to go.
    DarkJello (Senior Member) 4 June 2008 20:19 Send private message to this user   
    You'd rather have real ads in GTA than the always hysterical satirical ones that they have now? Putting real ads in GTA would most certainly take away from the experience. Plus that game has enough trouble loading textures, having to load new ads all the time would just make it worse!
    llongtheD (Member) 4 June 2008 21:18 Send private message to this user   
    quoting a couple of the posters, "the ads might make the game seem more realistic." Damn its a shame we are becoming such victims to the constant marketing bombardment, that it makes things seem more realistic. Yet another reason I won't be buying a PS3. Sony's greed never ceases to amaze me.
    Maybe things will turn out like that movie idiocracy. We will sit in our lazyboy with the built in toilet, watching our 50 inch tv with ads completely circling the perimeter of the screen, drinking some kind of sludge instead of eating, and never have to leave the house.
    Yes I'm being a little sarcastic, but at some point maybe would should stop and take a look at how we are being "programmed" by all this garbage.

    This message has been edited since posting. Last time this message was edited on 4 June 2008 21:21

    akkuma (Junior Member) 4 June 2008 21:45 Send private message to this user   
    i hate this! soon you will have to pay extra for the version without ads!
    scorpNZ (Senior Member) 5 June 2008 2:34 Send private message to this user   
    LMAO,it all started years ago when ya got spam in the mailbox i.e junk mail, which then turned up on tv as ads,a little later on spam in my email box, now it's in my games, next venture comming soon spam in outer space
    xSModder (Junior Member) 5 June 2008 3:15 Send private message to this user   
    I think it would be alright in some games..but only if it was just a quick ad like a billboard or something. I do agree though, it would take from the experience of GTA and such, but honestly, it's a small price to pay when you don't buy your games anyways.
    Paladore (Junior Member) 5 June 2008 3:47 Send private message to this user   
    I reallyh dont have any problem with ads in games. If it drops the price of the game and systems i think its a great idea.
    hade (Senior Member) 5 June 2008 6:47 Send private message to this user   
    not sure if anyone else seen this but the other day i was playing NHL 08, and when i went to check my online stats at the top of the screen there was a DVD/BLU-RAY upcoming release spot. i forgot what movie it was, but i thought it was a bit ironic.
    ChiknLitl (Member) 5 June 2008 8:33 Send private message to this user   
    The only thing I would like about ads in my games are if I could blow the $h1t out of them!
    emugamer (Member) 5 June 2008 9:19 Send private message to this user   
    Doesn't bother me as long as the gameplay doesn't change. I'd like to think that I'm above having the urge to buy a Pepsi just because I saw a picture of it. And it would be cool to blow up a billboard with Donald Trump on it.
    maryjayne (Junior Member) 5 June 2008 12:53 Send private message to this user   
    One of the reason that I do not have cable is because I do not want to see advertisements; hence I play more video games.

    OK I can see adding advertisements to billboards in games, but I would much rather leave those places open to the creativity of the game creators to make humorous gestures toward the current culture.

    Once the marketing industry gets into the games do you really think they are going to stop at just throwing an advertisement on a billboard? I believe that once they get ahold of marketing in games, they will be developing them into all areas of the game that they can. You will see commercials instead of loading screens, you will have to connect to the internet just to download the latest advertising information, and I am sure they will think of other ideas as well.

    1st person shooter in a real life setting, GTA in San Andreas, Auto Racing through the streets of Paris, or in a sports statium are all plausable REAL LIFE areas to place advertisements that may not interfere with the gaming experience. I pose the question to whom is willing to support in game advertising: where do you place advertisements in RPGs or in the next Halo?

    Looks like we can expect to see the Warthogs in Halo IV decked out like they are ready to race in the Indy 500!
    chaos_zzz (Junior Member) 5 June 2008 15:27 Send private message to this user   
    doesn't bother me, remember on nfsu the bestbuy stores,the ads it just felt right. if they do this, they better do things right so a great game doens't become anooying
    milkyoreo (Newbie) 5 June 2008 17:18 Send private message to this user   
    I could imagine playing Call of Duty 3... I'm driving a jeep in multiplayer, and suddenly I see a huge billboard blocking my way that says "Star Wars Force Unleashed, Coming Soon"..
    BcMester (Newbie) 5 June 2008 17:19 Send private message to this user   
    I'm with maryjayne on this one. I've quit watching TV because of the commercials (not to mention there's nothing worth watching). Now it's coming to games. I'm afraid there won't be any form of entertainment in the near future which these leeches don't destroy with their ads.

    The one and only thing that would ever justify ads in a game for me is the game being FREE. Period.
    Hunt720 (Junior Member) 5 June 2008 22:36 Send private message to this user   
    I don't mind the ad idea and here's why:

    It has been stated that fantasy games and games where ads become obnoxious and irrelevant to the setting would be removed. If I'm playing Grand Tourismo 5... then who the hell cares. If it helps Sony off-set some of the costs for the free online service, then everyone wins. WE the consumers win as we stick with a free online service that still makes itself money for upgrades and improvements. The advertisers win, as they can strategically place ads in ways that may even be fun/interactive. Its not like you will be sitting through a 30 second coke commercial when you are loading a level... it will be put into an environment for you to either notice.. or .... NOT notice. If you don't want to see ads.. don't dwell on them while you are playing. There are billboards in REAL LIFE, and you don't HAVE to look at them if you chose not to. If you want to truly be a "savvy" consumer, then make your own decisions based on YOUR opinion and do the mature thing and ignore ads you don't care about. The ads won't take away from your gameplay as that is one of the stipulations. I'm not going to sit here and post links for evidence... use a search engine and you will see what I'm saying.

    .. besides, you don't want me to FEED it to you.. or FORCE it on you.. you know....... like the ads you hate.

    Even this site is FULL of ads.. many of them pop-up and obstruct your view. It didn't stop you from posting here.. or reading this did it?

    Its not like this is even "new".. movies have had ads, and product placement before and DURING the movie... how many times have you seen the "hacker" of a film sitting at a flatscreen monitor that says DELL on the back? Did that ruin your movie?? If it did... are you SERIOUS?? So what if the main character drinks a Coke... It would have just been another beverage.

    HOWEVER!! I do understand that in GTA.. while it does seem like a cool idea.. it WOULD take away from the "Pisswassah" ads and the other hillarious aspects of the media. But if it DID do that... do you think Take two OR rockstar games would want to add this to their game?? .. Probably not.

    This message has been edited since posting. Last time this message was edited on 5 June 2008 22:44

    DarkJello (Senior Member) 6 June 2008 0:14 Send private message to this user   
    Originally posted by Hunt720:

    Even this site is FULL of ads.. many of them pop-up and obstruct your view. It didn't stop you from posting here.. or reading this did it?

    I'm pretty sure afterdawn only has pop-unders, and last I heard they only happened once a session on aD
    plazma247 (Newbie) 6 June 2008 8:54 Send private message to this user   
    Does this mean that if sony control the advertising for it they can decide to give competitors adverts a worse place for advertising and give themselfs better spots.... just a thought.
    BcMester (Newbie) 6 June 2008 14:05 Send private message to this user   
    Originally posted by Hunt720:
    ...Its not like you will be sitting through a 30 second coke commercial when you are loading a level...
    Man I hope you're right.
    lxfactor (Senior Member) 6 June 2008 14:10 Send private message to this user   
    Originally posted by llongtheD:
    quoting a couple of the posters, "the ads might make the game seem more realistic." Damn its a shame we are becoming such victims to the constant marketing bombardment, that it makes things seem more realistic. Yet another reason I won't be buying a PS3. Sony's greed never ceases to amaze me.
    well sony is in production of ps home.. which btw is going to be free. they need to pay for it some how
    xSModder (Junior Member) 7 June 2008 10:25 Send private message to this user   
    i still don't see what everybody's problem is.
    as long as it doesn't interfere with gameplay, then there is no problem at all. I realize you could give a damn less about what's current and such, but honestly, does it bother you? Are you filled with the intensity of the stench of thousands of filthy sewer rats burning in a pit of pig sh*t?

    and the prices should drop a little, for those of you that buy your games.
    llongtheD (Member) 7 June 2008 12:33 Send private message to this user   
    @xSModder

    pretty intense post, I guess your telling those of us who are a little sick of constantly having to see corporate marketing everywhere we look, that these will be news and current events? Is that what you meant by; " I realize you could give a damn less about what's current and such, but honestly, does it bother you?"
    I don't think I'm just as excited as to see coporate america's latest ads for garbage or games, in my games as you.
    Thundare (Newbie) 12 June 2008 5:54 Send private message to this user   
    -_- dude lame, im seriously thats lame, (ingame action)

    IM GONNA KILL *bleep* *bleep* thats sittin in a tower bout to get sniped

    we interupt you to bring u a game announcement, free coffee for one hour in NY, now back to ur game, OH *bleep* *bleep*, That pice of *bleep* *bleep* add got me *bleep* *bleep* killed now i have to redo this whole level, that shot was all i needed to end it *bleep* *bleep*

    This message has been edited since posting. Last time this message was edited on 12 June 2008 8:02

    creaky (Moderator) 12 June 2008 8:06 Send private message to this user   
    Originally posted by Thundare:
    -_- dude lame, im seriously thats lame, (ingame action)

    IM GONNA KILL *bleep* *bleep* thats sittin in a tower bout to get sniped

    we interupt you to bring u a game announcement, free coffee for one hour in NY, now back to ur game, OH *bleep* *bleep*, That pice of *bleep* *bleep* add got me *bleep* *bleep* killed now i have to redo this whole level, that shot was all i needed to end it *bleep* *bleep*
    I see this is your second post on this site, i was pondering a reply to the first - http://forums.afterdawn.com/thread_view.cfm/672949 until i read this unnecessary slew of foul language (and what makes it worse is that this is a News Item as opposed to a general Forum Item); let's please keep the language off the Forums in future. Forum Rules are in my signature.


    gif created by phantom69, he's a good lad
    Forum Rules - http://forums.afterdawn.com/thread_view.cfm/2487
    'Verbatim Taiyo Yuden', vanilla Verbatim, vanilla Taiyo Yuden & RICOHJPNR03 are the ONLY media allowed near my Burners/standalone players

    This message has been edited since posting. Last time this message was edited on 12 June 2008 8:07

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