TV advertising about to ruin console games

Stefan Mileschin · 5th July 2021, 07:18

You don't even get what you pay for these days

An appropriately named advertising platform called playerWON (kill me) has signed deals with companies like EA and Hi-Rez (Smite) to try to bring TV-style commercials to their console games.

Apparently having tested the tech for a year, they feel it is ready to be implemented, the idea being rather than just beaming videos to them in the middle of a game, players can view an ad then, when servers detected the commercial had been considered in its entirety, "release rewards to the player".

This tech would be licensed out to developers so it could be implemented in the game itself (unlike the ads we already see on consoles, in places like system menu screens), and they're trying to justify it by saying that because young people are "cord-cutters", they're unreachable via traditional, cheaper marketing, and are only being reached by branded content deals (like the sneakers and clothes in NBA 2K, or cup noodles in Final Fantasy).

Surely if young people are cord cutters they do not want to be reached by advertising at all. Indeed, at what point do any product makers think "this is a good game lets work out how to really hack off our customers by inserting an advert in it".

https://fudzilla.com/news/53151-tv-a...-console-games

5th July 2021, 07:18	#1
Stefan Mileschin [M] Reviewer Join Date: May 2010 Location: Romania Posts: 148,738	TV advertising about to ruin console games You don't even get what you pay for these days An appropriately named advertising platform called playerWON (kill me) has signed deals with companies like EA and Hi-Rez (Smite) to try to bring TV-style commercials to their console games. Apparently having tested the tech for a year, they feel it is ready to be implemented, the idea being rather than just beaming videos to them in the middle of a game, players can view an ad then, when servers detected the commercial had been considered in its entirety, "release rewards to the player". This tech would be licensed out to developers so it could be implemented in the game itself (unlike the ads we already see on consoles, in places like system menu screens), and they're trying to justify it by saying that because young people are "cord-cutters", they're unreachable via traditional, cheaper marketing, and are only being reached by branded content deals (like the sneakers and clothes in NBA 2K, or cup noodles in Final Fantasy). Surely if young people are cord cutters they do not want to be reached by advertising at all. Indeed, at what point do any product makers think "this is a good game lets work out how to really hack off our customers by inserting an advert in it". https://fudzilla.com/news/53151-tv-a...-console-games

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