Ads Can Get Into Games, And Electronic Arts Denies Using The Technology

It’s not the best idea to trust Electronic Arts, though: they have had a dirty move recently.


Let’s start with Axios’ report, which revealed that a new advertising platform, playerWON, allows companies to implement ads into their PC and console games, similar to mobile titles (or some TV channels). The technology and the company is owned by Simulmedia (and they aim this at players under the age of eighteen in free-to-play titles…), and it would reward players with in-game items and currency for watching ads.

Axios claims that they have stricken a deal with Hi-Rez, who already ran a test with it in Smite. The site says the players who participated were more likely to play and buy in-game items if they received perks for watching commercials. Simulmedia’s research claims that players are willing to watch up to ten commercials a day for the rewards.

Simulmedia’s Dave Madden (who likely has no relation to John Madden, whose name is still used for the annual NFL games, released by EA) says that 90% of the free-to-play audience never buy in-game items, so using the commercials can be another way to monetize them. They want to implement the technology into roughly a dozen games by the end of the year.

Electronic Arts denied to PCGamer that they are planning to use the technology: „Following incorrect reports suggesting that we are looking to introduce ‘TV-style’ commercials into our games, we wanted to clarify that in-game advertising for console games is not something we’re currently looking at, or have signed any agreements to implement. Creating the best possible player experience remains our priority focus,” an EA spokesperson said.

Yeah, but we have our doubts. In September 2020, a month after the game’s launch, Electronic Arts started airing commercials in UFC 4, showing that they ARE willing to implement ads into a full-priced game!

Source: PCGamer

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