Wanted: In-Game Digital Advertising

I read an interesting forum string last night from the newly launched MAG: Massive Action Game teaser microsite, it was titled ‘Instead of PAY to PLAY, why not advertisements?’. MAG is an ambitious PlayStation 3 Massive Multiplayer Online (MMO) game that promises battles comprising of up to 256 online players simultaneously. As a result, speculation has arisen with regard to possible Pay-to-Play subscription charges arising. This thread demonstrates an avenue where adverts would be welcomed, even seen to be a positive solution to user needs. It seems adverts are not the victims of zipping when it comes to interactive media compared to television broadcast channels.

I for one would like to see in-game adverts for the added sense of integrated realism and sense of converged reality that they bring, as touched upon in my previous OnLive post. Should in-game advertising presence lead to free gaming where there otherwise would have been a fee, then all the more better for gamers. US gaming network IGN caught onto this innovative platform for advertising revenue back in 2005, setting up the world’s first In-game Advertising and Marketing service that saw much interest across the globally warm sea. Interesting how it was not a media agency that launched this premier service to the world... I think this is due to the medium of computer games still being looked at as more niche than other media forms despite the industry now being worth more than the Hollywood industry. But things will change; blogging was very niche once upon a decade ago and now look - blogging, mini blogging... blogging...

For brands this is an important digital channel to consider. Just as digital advertising has boomed in recent years, it took some time for brands and agencies to warm to the idea and recognise the power of digital over traditional forms of advertising such as broadcast and print – as a result they are now reaping the benefits of lower creation costs that generate wider spread share of mind and returns. I for one believe that having an in-game billboard with a brand on that players can attempt to Zap (did you Marketing bods see what I did there? Good times) with their virtual weapon of choice gives potentially the longest share of voice for said advertising brand. It is viral too – imagine a swarm of virtual billboard destruction seeking sheep flocking over to spray their ammo upon the victimised ambient, or in game messages to friends to “meet at the TheSugi sign” - it is an indirect brand referral! Well potentially anyhow... who knows, perhaps a good message may find its most suitable target audience via in game adverts, after all genres attract different consumers... just an idea.

So following on from my previous post on the potential for advertising and branding within computer games and interactive channels such as OnLive, what do you think? Would you like to see adverts in your games or will they nark you off something silly, and instigate a protest outside of Parliament?