A new advertising platform could bring TV-like advertising to mainstream console gaming, with EA and Hi-Rez Studios (Smite) apparently already involved.
According to a report from Axios, the platform, called playerWON, has been designed by advertising company Simulmedia, and will allow advertisers to run advertising in console video games. In a method similar to som mobile games, playerWON would give players a choice of watching a 15 or 30 second ad in exchange for perks and in-game items. However, the platform is targeting marketers more used to high-cost TV advertising.
According to the report, Simulmedia has already agreed deals with high profile developers and publishers like EA and High-Rez Studios. Data from Simulmedia’s research suggests that players will be willing to watch up to 10 adverts a day in order to obtain free or exclusive perks and items. In-game ads are likely to be much cheaper for developers and publishers to integrate, compared to spending millions on large flashy ad campaigns.
Apparently, whilst developers have already noticed the money-making potential of in-game advertising, they have generally stayed away from it in fear of causing issues with overall game performance, as a “clunky ad experience would mess with user engagement”. However, the platform allows developers to code adverts into their games, allowing users to select which ads they want to engage with.
In-game advertising has been a staple of the business model for many free-to-play mobile games for years at this point, though it has never really come to console in the big way it has for mobile devices. The have been occasions where large publishers like EA have previously included in-game ads in sports games like UFC 4 (you can read all about that controversy here), but following a public outcry they’ve repeatedly backed down.
If this platform is implemented, however, it could mean that in-game advertising becomes the norm for console gaming as it has on mobile. Whilst there has been no further information revealed about what games EA might be considering using this technology for, their track record suggests they would start with their sports games such as FIFA and Madden. We’ve contacted EA about its plans for the system.
The inclusion of Smite developer Hi-Rez Studios as a partner suggests that free-to-play MOBAs are likely to utilise the platform as well. Smite has been used to test the viability of the playerWON system, and revealed that players are significantly more likely to spend money in-game if they had been shown ads that gave them access to other perks and items
In other controversial business practises news, EA is reportedly allowing some FIFA Ultimate Team players to look inside loot boxes before purchasing them, and earlier this year an EA staff member was caught selling rare FUT cards online.
Liam Wiseman is a Freelance News Writer for IGN. You can follow him on Twitter @liamthewiseman
