Since the beginning of time the 18-34 male demographic has been the hardest, most difficult creature to find. Since the days of ancient Egypt, when this demographic was probably either working as slaves on the pyramids or hopefully screwing their concubines, companies such as Viagra and Coke have had a hard time marketing their products to these people. Why do you say? Well part of the problem is his location. They say he hangs out at bars, night clubs and Lan centers, away from any areas where the corporations can convince these 'elusive' creatures to purchase their products. But one area the marketing companies have discovered that is a veritable breeding ground for these little buggers, is the small system known as the PS3. Up until recently that world has been closed to advertisers.

Not anymore.

In a recent post on ps3fanboy.com, there is this little article.

"Sony has announced today that they are opening up the PS3 with regards to in-game advertising. With the emphasis clearly placed on seamless "dynamic" advertising (read: no billboards in fantasy titles, etc), game publishers and advertising firms will be able to buy and sell space within games in order to reach the "elusive 18-34 male" demographic. They will be able to do this through Sony's in-game advertising partner, IGA Worldwide. This partnership exists with both SCEE and SCEA, so expect to see advertisements appearing on both sides of the pond. "

Does anyone else see how this is just the first step to forcing you to use certain objects in the games that are sponsored by these companies? Well read on.

"The first company to jump on the bandwagon is EA..."

Oh really, that's such a shocker.

"...who has announced a multi-year deal with IGA Worldwide to include dynamic advertisements within EA's broad range of titles. This will include Madden, NBA, NASCAR and NHL as well as games such as Burnout and Need For Speed."

Now this makes sense to me. Most sporting events have advertisements everywhere and I can see billboards and such being flashed with messages. It's pretty common already.

"Intriguingly, these adverts can be updated in realtime, "keeping ads fresh and relevant to each gamer" whilst maintaining "an authentic gaming experience." "

Yes, because that's what I want! An updated list of the total number of people that have had success with Viagra. It's really what I think about as I blow away Nazis.

Now with Live, we already have small adverts, and a lot of games put in marketing that you don't really see. Torn posters in FPS's is one example. But most of the ones I've seen are referring the gamer to other games to try out, not to the new flavor of diet Pepsi or Doritos. Since it really doesn't affect me one way or the other right now, I am more interested in seeing what the PS3 crowd thinks about this.

Just imagine. "Thank you for playing this Sprite/Nike/Papa John's adventure game. Enjoy your game right after this 30 second commercial."


Source