Like it or not in-game advertising is increasingly on the agenda for developers and publishers alike. The latest deal, announced yesterday, saw ad-company Double Fusion sign up with Sony to deliver ads in PSN racer Wipeout HD.
Jonathan Epstein, CEO of Double Fusion seems excited:
The title is one of the most popular and visually stunning available on the PlayStation Network and a perfect vehicle to connect advertisers to a captivated audience. It comes as no surprise that advertisers have already signed up for WipEout HD even before the launch of the new video ad units in the game.
But what about gamers. On the surface it would seem that if there has to be ads then better they appear in game like Wipeout, where they could at least fit into the futurstic urban tone of the game, rather than something like Uncharted or Oblivion. And maybe on a very few titles – I'm thinking maybe Crackdown or Burnout – the inclusion of ads on posters as you leap or drive by wouldn't feel too jarring.
That's the theory anyway. In practice things may not be so rosy. According to the follow up report by Industry Gamers the inclusion of ads in Wipeout HD has doubled load times. Even if this is a one-off, or something that affects the US only, it highlights the fine line that developers and publishers need to take with ads.
What do you think then? Happy to have ads in your games, especially if it keeps the purchase price down? Or are they just too much of a distraction when playing?
