EA Says It Has No In-Game Video Ads Plans, Following Report (Updated)
To update: EA recently closed a deal related to an in-game advertising system called playerWON, which will bring video advertising technology to console and PC games, according to an Axios report. EA says that’s not true. The company tells PC Gamer that it will not display ads in console games and that it has no agreement to do so.
“Following false reports suggesting that we would like to introduce TV-style commercials into our games, we wanted to make it clear that in-game advertising for console games is not something we are currently looking into and we have no agreements on theirs Implementation signed. ” “Said an EA spokesman. “Creating the best possible gaming experience remains our primary goal.”
The following is our original story about the playerWON system, with the mention of EA removed for the time being. However, the case is not closed: why do we hear different things? We keep our ears open for more information. Simulmedia says it “can’t comment on EA”.
Original story: A new advertising platform will enable companies to incorporate video ads into PC and console games similar to those seen in mobile games or on free-to-air television. The technology, known as playerWON and owned by Simulmedia, is based on rewarding in-game items and currencies to players who view ads and is aimed at free-to-play, according to an Axios report Play.
And it will likely catch on: Axios says Simulmedia has already made a deal with Hi-Rez, and a pilot has already run in Smite. According to the report, during this pilot, gamblers were “much more likely” to play a game and spend money on it if they could gain advantage from viewing ads. It is possible – although not specifically mentioned in the report – that gamers could purchase in-game currency by tuning in to 15- or 30-second ads rather than using real money, turning free play into a workable one Video Marketing Transform Platform.
The tech aims to target younger gamers (18-34) who are harder to reach through traditional video marketing. To be “rewarded” for viewing an ad, the ad must be viewed in its entirety. Simulmedia’s own research claims people would be willing to watch up to 10 videos a day for rewards, which sounds crazy, but hey, I’m not a market researcher.
Simulmedia’s Dave Madden points out that 90% of the free-to-play audience never buy in-game items, so this is another way to get money out of them. By the end of 2021, the company plans to implement these ads in “about a dozen” games. It’s a bleak vision of the future of gaming: volunteers marketed for virtual rewards in your scarce free time. Watch a 15 second ad on Cheetos to unlock a Marvel cape in Fortnite. Where’s the exit?