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Massive Could Become Microsoft's Exclusive In-Game Ad Provider


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#1 Xbox-Scene

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Posted 29 July 2006 - 03:00 AM

Massive Could Become Microsoft's Exclusive In-Game Ad Provider
Posted by XanTium | July 28 22:00 EST

 
From next-gen.biz:


Earlier this month, Next-Gen spoke with two of the biggest in-game ad players (Double Fusion and IGA Worldwide) about trends in the in-game ad industry, and what's being done so that the sector meets its full potential.
We also touched on how Microsoft's acquisition of top in-game ad provider Massive may hinder the industry's growth. There is the possibility that Microsoft could deem Massive as the exclusive provider of ads for the Xbox 360, essentially blocking competitors such as Double Fusion and IGA Worldwide from 360-related revenue.

While Nicholas Longano, president of Massive, did offer more than Microsoft's "no comment" response, Longano didn't provide a conclusive answer to the exclusivity question. When asked if Massive would be the only company allowed to bring ads into Xbox 360 games, he said, "At this particular point in time, we're working and we're integrating and applying ourselves across many platforms. We've got a technology that's proven, robust ... It's a solution that works, it's accepted by the publishing world, by advertisers, and it provides a good game experience, and right now, that's really the most important element.

For the overall industry Longano doesn't believe an exclusivity deal would hinder growth.
"I don't see how it could possibly hurt the industry," he said. "I think at the end of the day, the most important element is that we're working with the publishers that are in our network, and representing those titles."
He continued, "The worst thing that can happen [for the industry] is when you have multiple representatives going out there and trying to represent the same content. That's when there's confusion that takes place. ... Confusion slows down the market. Right now, I think that the marketplace, and when I say the marketplace, I'm talking about advertisers, right now they know there's a solution. Massive is a tremendous solution. It's tried, it's tested, it's proven."


Read More: next-gen.biz




#2 DaddyO21

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Posted 29 July 2006 - 02:19 AM

lower game price and give me ads , you put ads and same game price , hello firmware. sleeping.gif

#3 cbgmr

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Posted 29 July 2006 - 02:52 AM

Next you'll see ads for tampons in all the 360 games, That will suck because there will be more in game ads

#4 schizzlefuzz

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Posted 29 July 2006 - 03:28 AM

Ugh... I hate ads. dry.gif

#5 360pwned

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Posted 29 July 2006 - 03:34 AM

Ads ingame...
Please no...
It wont take long before everything contains ads...

#6 jtom617

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Posted 29 July 2006 - 03:36 AM

If they do this, then i will not game anymore, AT ALL. Honestly, they took over the internet and TV, now my personal fun? FUCK THAT! mad.gif

#7 360pwned

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Posted 29 July 2006 - 03:55 AM

Your kinda speaking the truth... ADs are going for world domination...
It will be very evil if the ADs also take over the games.

#8 appleguru

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Posted 29 July 2006 - 04:00 AM

As long as they're tasteful ads I wouldn't mind em.. By tasteful, I mean like on billboards in games, on cars in racing games, on in game objects (vending machines, etc).. IE, places ads show up in real life. That would only add to the realsim imo, and wouldn't be bad.

Any other kind of ads (ads at the begining of the game, a la some dvd movies, etc) would be very unwelcomed though.

#9 360pwned

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Posted 29 July 2006 - 04:06 AM

Agree to appleguru,

ADs which appears on models in games also probably makes the game more realistic if they put the ingame ADs on models where it will be placed on in real life.
Like you said, it will be awful if they put commercials or ADs on splashscreens in the beginning or under the game... At the end it will be no problem, cause I never watch the credits etc...

Edited by 360pwned, 29 July 2006 - 04:06 AM.


#10 BasicAir

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Posted 29 July 2006 - 04:19 AM

QUOTE(360pwned @ Jul 29 2006, 04:13 AM) View Post

Agree to appleguru,

ADs which appears on models in games also probably makes the game more realistic if they put the ingame ADs on models where it will be placed on in real life.
Like you said, it will be awful if they put commercials or ADs on splashscreens in the beginning or under the game... At the end it will be no problem, cause I never watch the credits etc...


Yep, you're both on the right track... Anyone who's researched articles pertaining to in-game advertisement in the past couple years should know that no, you're not going to see tampon ads or popup ads, or an over-abundance of ads....

What you'll actually find is that they will actually INCREASE the REALISM in your gaming experience!

What advertisers are going to do, is say license their brand for like your guns in GTA:4 (just a hypothetical example). They will be making your shoe's have a Nike "swoosh" symbol along with giving brand names to other articles of clothing. If they advertise, it's going to be tasteful and not "in your face" as much as just making the environment more believable.

And yes, they'll definately help keep actual game prices down or at least steady for a long time as well.

All in all there's really nothing to be horribly afraid of at all with in-game ads... At least there hasn't been. If anything is going to make it possibly more hurtful, it definately could be the potential for MS to exclude other advertisers from advertising in 360 software, as this article points out as being 'possible' (but let's face it, that's not too likely because MS would probably lose a lot of publishers and A-list titles).

#11 Legendary Badass

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Posted 29 July 2006 - 04:20 AM

I have a background in marketing and I am certain that ads will not get out of control like they have on television and the internet. The first thing you should realize is that network TV is free to watch so the ads work to provide the service. Visiting a particular website may be free as well and therefore the ads work in a similar way. I am sure there will not be pop-up adds in video games or even forced commercials during gameplay. I suspect two types of ads will eventually be accepted as norms. First you have ads at loading screens. Since the game is loading this does not detract from the gameplay, and the publisher can utilize this space for rent. I'm not completely against this type of ad because it could help in driving down cost for both the end user and the publisher. The second type is product placement. Many games already use product placement. If you walk by a Sprite vending machine or see a Dodge Caliber in a game then you have seen examples. What I'm talking about instead would be the use of specially designed commercials that play on in-game television sets. For example an RPG with a television in the corner of a room, could put a Snickers television ad on the TV. This is not a bad thing in my opinion because in real life we are used to seeing televisions with ads playing on them. One looking at the bright side would say that is makes the game more realistic. Either way both of these potential examples are alternatives to clients that seek to broaden their marketing mix and I am sure that if the consumer purchases products that are advertised in video games, in-game ads will continue.

The only genre that I see as a serious problem would be sports. For example we are used to seeing football games cut to a commercial break during a timeout. What if EA forced us to see television ads, so as to “heighten the realism” of Madden? This is where the consumers exercise their dollar vote. Buying the product says they are for it, and spending money on a game without it dictates otherwise. If you ask me, the very rumor of such strategy would result in loss for the publisher.


#12 wadsy

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Posted 29 July 2006 - 04:57 AM

im sorry to say if MS do implement this im gonna implement the drive hack and cut off live!!! i already pay my isp why should i pay MS to stuff ads through my door.

Tastefull or not i shouldn't have to pay for an adware game and i wont !!!

#13 Onetrack

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Posted 29 July 2006 - 05:36 AM

Best case scenario: Ingame ads adding to the realism where they're not intrusive and where they're supposed to be. You can see this already in PGR3 for example, in vegas you drive past a mcdonalds.. no big deal.

Worst case scenario: popup ads for viagra.

What we'll get: Something in the middle.. non-intrusive ads that just don't fit. Theres already "almost"-ads in the dashboard that some new thing is available for download/purchase in live, that big square box in the main blade just pisses me off, use it for something usefull. Maybe make the silver users look at ads and have the gold users ad free.. Exactly why I use a modified hosts file, adblock+filterG and firefox.. even the mac has the modded hosts file and safariblock on it, i just don't want to see them.

I know it helps a website every now and then, but I'd rather just donate a few bux via paypal to a website I want to look at than have ads all over the place, I will - never - click on an ad except to close it, I will never buy anything in that ad.

And no matter how many times you punch the monkey, you will never win the ipod.

Adblock = love.gif
Ads = grr.gif

Easy to understand.

As long as it doesn't end up being like the truman show, imaging fighting your way through a level and your reward is some full motion tampon commercial.. hooray.. you can ride a bike, you can ride a horse, you can even go swimming.. what I'd do is shut off the xbox..

QUOTE
They will be making your shoe's have a Nike "swoosh" symbol along with giving brand names to other articles of clothing. If they advertise, it's going to be tasteful and not "in your face" as much as just making the environment more believable.


Even if this happened, even if every single npc, and player character in a game were wearing nikes, and the ' swoosh ' on their hats and jackets, im about as likely to go buy a pair as I would be to hack off my very favorite organ and donate it to the zoo as tiger food. EVEN if to finish the level I had to don the magical nikes that made me jump higher and win the golden nikes I still wouldn't bother.

Anyone into advertising should watch that 80's classic, The Wizard.. a crime against gaming.

wth am i rambling about?

[Threadjack]
What we really need MS to do is make mouse and keyboard available for the 360, i've had mine since release day and i still hate the controllers..
[/Threadjack]

Edited by Onetrack, 29 July 2006 - 05:44 AM.


#14 bigjimmy

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Posted 29 July 2006 - 06:00 AM

Just when you thought you were safe from TV ads......there now in bloody games aswell...

#15 Mega_mil

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Posted 29 July 2006 - 08:45 AM

QUOTE(wadsy @ Jul 29 2006, 05:04 AM) View Post

im sorry to say if MS do implement this im gonna implement the drive hack and cut off live!!! i already pay my isp why should i pay MS to stuff ads through my door.

Tastefull or not i shouldn't have to pay for an adware game and i wont !!!

You would still have to deal with in-game ads either way biggrin.gif




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