Can you remember a time when you could seek refuge in a few hours of videogaming, and not have to worry about being bombarded with in-game ads? Well thanks to a recent agreement between Microsoft and EA Sports, that special memory is going to get a lot harder to recall. Just today, Microsoft announced that it will start streaming ads into several familiar sports titles, including those yearly updates delights: Madden, NASCAR, NHL, Tiger Woods, and the other upcoming game from EA called Skate.
While great news for Microsoft -- who is eager to start making some gains from their 200 million-dollar investment in Massive last year, I have yet to be convinced as to how ads are going to make the gaming experience any better for us. Yes I understand that product placements are a big part of sports, and that in-game advertisements are soon to be a billion-dollar industry that makes even the most seasoned businessmen all giddy with anticipation. Regardless, the last time I checked, most people avoid commercials whenever humanly possible -- and for good reason.
I might be able to overlook a few well-placed (as in not painfully obvious) ads here and there, but I start to cringe at the thought of the variety that sucks the life out of our precious bandwidth. Be cautious dear gamers....be very, very cautious. Now if you'll pardon me, I need to do a little research on how to block ad-servers on the router level.
[Thanks to Detry, and the army of tipsters who brought this to our attention]
most popular
RSS feed
MORE IN OUR 
More from this author: 
53 comments + 73450 views
I sent this as a tip oh about 20 hours ago. :P
Prolly me and 50 other ppl. ;)
There are ads for P. Diddy's new movie in the control room of a dry-docked boat in Splinter Cell: Double Agent.
Ubisoft, fuck you.
I wouldn't mind (as much) if it made games cheaper, but I doubt that's the case.
Sorry if you got overlooked Detry. We get sooo many that it can be hard figuring out who sent it in first.
I give my credit to Detry. I sprayed it with cologne so it would smell like me. Promise your cuddle with it while you fall asleep and pretend like it's me, ok?
@e4te
Yes, we would all like some visible proof that ads are in our best interests.
Isnt this already done? I mean each Sports game already has coke ads, pepsi, clothing, ect ect?
or were those just put there for free?
I also hope it doesn't wreck the atmosphere Skate seems to be going for by throwing Right Guard EXTREME ads in every 8 seconds.
@Crunshii
Yes they are being done to some extent. However, it is going to get a lot worse thanks to deals like this.
Not too surprised about this. I remember the outbreak over ads in RB6:V and some other game... then I started noticing Dodge ads in everything. The Axe Body Spray ad in NSF:MW was pretty cool though, and I think it added to the environment.
There is going to be a thin line that these marketers and their advertisements will need to find. I think ads should and will peak soon.
This generation is obviously striving for realism. Advertisements are present in nearly everything we Americans do (Brits too I would assume?) and I believe its application in video games may balance well if done right and only in proper situations. But, if my bandwidth speeds drop as a result.. that's going too far.
MS and EA probably are aware of these types of concerns. I won't be surprised to see streaming, real time ads in Madden, or NHL, NASCAR (I definitely won't be seeing ads in this game, as I will never be touching it), or Skate. Hell, NASCAR is the epitome of advertising.. It's disgusting that I even know Jeff Gordon's name, let alone that he drives an orange car that advertises stuff! But, that's the way it is. The way it should be when attempting to mirror real life.
Soon, ads in game will reach an equilibrium. And they'll stay there for some time.
but then, I suppose its possible that they take it way too far. "Recover our losses indeed!^_^"~Microsoft. lulz im just jokeing I love MS and their monies.!$!!
I think its bullshit that I have to view fucking Mountain Due and Dorritto ads on my 360 menu. I fucking paid for the system, I fucking pay for XBL monthly. This is total bullshit and I don't like it. I won't play a single video game with ads in it.
They should replace those ads with functions like game chatrooms or some other novelty to make up for the sorry excuse they called "IMing".
Hahaha, I was just messin. Thanks though man for the shoutout.
I'm sewing a Gameboi/BuckF1tches pillow with a love hole as we speak.
Im all for ads if they end up dropping the price of the game. You know, like they do with advertisement-based televison, beaming it free through the air and such?
And sure, games are costing more nowadays, but I'm willing to bet that is because of the obscene amount of marketing that things get nowadays. How much does that half hour spike tv special cost anyhow?
How about we agree to buy one piece of crappy merch for every game we buy in order to avoid this sort of thing? I could use a master chief potholder.
Shit Gameboi...
well, then I guess here is where we part Xbox games from PS3 games. I see Sony launching more free shit (Free PSN, Free Home, Free add on content) and M$ (XBL 50$, game ads, DLC $$$)
Ritalin,
you really think games are going to drop from the 50-60$ on the next gen titles? I honestly don't think so, they will put advertising and collect the profits. Game developers nor M$ (if you didnt notice with Gears) will lower gaming price.
Look at the fight M$ had with Epic over GoW that pretty much told them to fuck off in a sense over the DLC maps.
This is acceptable only if the guy in green tights from the starburst commercials is a playable character.
Since when did Steve Jobs work at EA?
@Crunshii
Ive no doubt that games are going to remain $60 because they've gotten people accustomed to paying that price for a game. Why use extra revenue to benefit the customer when you can please the stockholders?
Honestly, I wouldnt be suprised to see the same thing happen on Sonys side of the online equation. I dont know that sony will get the flak since the online experience is largely up to the developer of the game from what I understand of the PSN. Knowing EA, Im sure that the streaming ads will find their way into PS3 versions of the games they release.
Because seriously, its not like other platforms/devs are going to say "hey, we're gonna take the morale high ground here and not squeeze every dime out of the consumer we can". Its buisness after all. The only thing that would stop this sort of thing is if the developers thought there would be more money lost in not putting ads in. I dont know if god himself could organize a big enough boycott of Madden to make a difference.
Arrested,
Steve jobs could put an I in front of aids and people would be lining up for their $600 injection.
I wish i could start a cult like that.
I don't mind dynamic ads as long as they are subtle, relevant, and don't refresh right as I'm about to get a headshot, lagging the game out due to an ad for hotdog-scented axe bodyhair pomade.
I don't mind dynamic ads as long as they are subtle, relevant, and don't refresh right as I'm about to get a headshot, lagging the game out due to an ad for hotdog-scented axe bodyhair pomade.
@Zero Iscariot
P. Diddy. Splinter Cell.
Until in-game advertisements start affecting games that I actually want to play I really don't care all that much. A bunch of EA sequels and Skate are perfect fodder for ads as far as I'm concerned, because they'd make perfect sense in those games anyway.
I was pretty pissed when R6: Vegas updated and all it did was change the posters in the casino to a movie that had recently come out. I haven't really played it since. Either way, I don't play said sports games, but that is irritating.
I try to avoid supporting them as much as I can.
But I will always fold for the newest Burnout though. Luckily with racing games you move to fast to really notice the ads lol.
And oh hell yeah Saladin. I absolutely LOATHE those Dorito and Sprite ad's in XBL. I don't mind if they want to plug a movie or a television show in that little block on the left side of the screen every now and then. but when all you can see is a giant bottle of sprite on the right side of the screen it gets really annoying.
advertising in games probably help reap profits up more than the razor thin profit margins everyone's getting now. used to be that games cost only a fraction of what the costs are now but the relative costs of the actual games have remained steady over the years. so really, we're all lucky that games haven't rocketed in price with the advent of 3D games.
/bring back the super nintendo, bitches.
I don't know man, if Bill Gates was truly as evil as the title leads us to believe then why would he look as if he is afraid of the evil that is EA? I guess EA is just the greater of two evils.
@Agent MMO: Aren't videogames also responsible for this decline? More people playing games, less watching TV?
In-Game advertising has been 'happening' for years, but it's never really taken off. Why? Because if you're a hardcore gamer, where do you spend most of your time? At home. So you WON'T be out buying the latest Dodge Viper (FN: Round 3), because that's of no interest to you when you can smash up a better looking car on FlatOut Ultimate Carnage.
The other thing is, where does this leave AAA products such as GTA IV, whose ambience comes from it's satirical pastische of consumer culture. Can we really see GTA V having ads for MetLife instead of GetaLife?
I think it's much more contentious than VG companies saying -'yeah let's advertise more' but it's not that straightforward. It'll increase, but it won't be everywhere - apart from EA/M$ of course.
Time to play offline single play, actually offline. That way you don't get bogged down just from shitty redbull posters everywhere. Time to show them it's worthless by giving them no "click through" rate.
I honestly do not mind the ads, if they are place intelligently and are appropriate. For instance, I do not mind the ads in R6:Vegas. I actually thought it was pretty cool because the ones I saw (Die Hard and Transformers) were relevant. They were things that I think a lot of people playing R6 would want to see.
As for cars, I think that is really pointless. And, although I also think Axe adverts are a bit pointless, they could at least do some localisation and have adverts for Lynx here in the UK.
I don't mind ads that are placed in games that it makes sense for them to be in. However, I'm afraid this is going to hurt those making fantasy or futuristic games in which they can put no ads to increase revenue resulting in less games of this type. I doubt it would come to that, but that's the only reservation I hold, as long was nobody starts putting commercials in, that is.
@ArrestedDeveloper
He obviously doesn't. I was going for the competition giving a little "friendly advice" shtick.
i guess im fine with it as long as it doesn't get out of hand, but this being microsoft it probably will
Well, as long as I don't run into a "FREE VIAGRA!!!!!" ad in Non-EA games such as Halo 3, I will be alright.
hmmm, what about porn ads? >_>
(looks like potentially for home, lol)
The end is neah!