Picture this: you’re in the heat of a climactic boss battle, heart racing, and just as you’re about to land the final blow, a pop-up ad for the latest energy drink suddenly interrupts your focus. For many gamers, this scenario feels like a nightmare waiting to happen, especially if invasive in-game advertising becomes commonplace. However, the gaming community is buzzing with mixed reactions following Electronic Arts’ (EA) announcement that they are considering integrating ads into their AAA titles, which often cost $70 or more. While opinions vary widely on this decision, the potential impact on the gaming landscape could be profound.
This eye-opening news was shared by EA’s CEO Andrew Wilson during a recent earnings call, where he confidently addressed inquiries from Goldman Sachs’ Eric Sheridan about dynamic ad placements in their games. Wilson asserted, “Advertising has an opportunity to be a meaningful driver of growth for us,” further explaining that teams are exploring ways to implement ads thoughtfully within their gaming experiences. Depending on your perspective, this statement may either bring reassurance or stir concerns about the future of gameplay.
Past practice
In-game advertising isn’t a novel concept; it has roots going back to 1978 with the introduction of Adventureland’s successor. The 1980s saw Anheuser-Busch sponsoring the arcade classic Tapper, prominently featuring the Budweiser logo, and the trend of ‘advergaming’ flourished throughout the 1990s and 2000s with titles like Pepsi Man and Zool. EA has dabbled in this terrain before, seamlessly integrating real-world brands into franchises such as Battlefield 2142 and Need for Speed: Underground 2.
However, merely placing a brand on a virtual billboard isn’t sufficient anymore, as advertising strategies evolve to keep pace with industry demands. For instance, Schneider National cleverly utilized ad space in SCS Software’s American Truck Simulator and Euro Truck Simulator 2 to recruit drivers, strategically placing ads on roadside billboards to replicate real-life scenarios. This stands in stark contrast to the abrupt full-screen ads for ‘The Boys’ during UFC 4, which EA quickly removed after receiving backlash from players.
The key is striking a balance between player pleasure and revenue. AAA game development is extremely expensive; games like Star Citizen and Cyberpunk 2077 have budgets in the hundreds of millions. However, millions of copies of these games are also sold. Then, the question is raised: is it reasonable to show in-game advertisements to players who have paid for them?
Within the gaming community, opinions are sharply divided. As the gaming industry is projected to reach an astonishing $583 billion by 2030, some see in-game ads as an inevitable evolution, while others feel betrayed, viewing it as a greedy cash grab after already paying premium prices. Reactions range from sarcastic comments like, “We can sell them the ‘no Ads DLC’ too!” to vehement opposition, with one player threatening to abandon gaming entirely if ads disrupt their experience.
What will EA do?
The promise of ‘thoughtful implementation’ from EA carries significant weight in this context. The company has a unique opportunity to set a standard for integrating in-game advertisements without compromising the player experience. If they succeed in delivering relevant, non-intrusive ads, it could enhance gameplay and open up new revenue streams; however, failure to do so may alienate loyal fans and spark a backlash similar to the one that prompted Sony to rethink the PSN account linkage for Helldivers 2.
EA stands at a critical juncture in its history. Both industry analysts and passionate gamers are watching closely to see how the company will navigate these uncharted waters. Will EA succumb to the allure of quick cash at the expense of its reputation, or will it lead the charge into a new era of in-game advertising that truly values player experience? One thing is certain: the landscape of gaming is on the brink of transformation, and only time will reveal the outcome.
Ad placement is only one aspect of the future of in-game advertisements; other factors include the kind of ad and its context. For example, branded vehicles or billboards that enhance the realism of the gaming world might be used as part of the integration of advertisements in a game such as Need for Speed. If the advertisements improve the immersive experience rather than take away from the gaming, this may be a win-win scenario. The difficulty, though, is making sure that these advertisements don’t interfere with the player’s experience of the game.
The timing and placement of these ads will be a key consideration for EA. Unlike the disruptive placement of ‘The Boys’ ad in UFC 4, future advertisements could be seamlessly integrated into gameplay during natural pauses, such as loading screens or level transitions. This way, players can absorb the advertising content without feeling like their gaming experience has been unnecessarily interrupted.
The customisation of advertisements is another factor to take into account. Ads might be customized to each player’s likes and preferences because to the enormous amounts of data that game creators have access to. The advertisements could become less obtrusive and more relevant with this degree of personalization. To keep the confidence of their player base, EA must openly address the privacy and data usage concerns raised by this.
‘Opt-in’ advertising is another option to consider. By offering in-game advantages or awards to players who are willing to watch advertisements, the experience benefits both parties. If the player’s consent and control are taken into consideration, this approach, which has proven effective in mobile gaming, might be modified for AAA games.
In order to shape the future of in-game advertising, community feedback will be extremely important. EA appears to understand the value of user feedback based on its pledge to foster “community building beyond the bounds of our games.” It will be crucial to interact with the community to learn about their inclinations and levels of tolerance for in-game advertisements. Surveys, beta testing with integrated advertisements, and active player feedback monitoring on social media and gaming forums might all be used to facilitate this conversation.
The potential backlash from the gaming community cannot be ignored. The recent PSN account linking issue with Helldivers 2 exemplifies how player outcry can lead to significant changes. To avoid a repeat of the Battlefront 2 debacle, which was fueled by perceptions of greedy monetization, EA must tread carefully. Their strategy for in-game advertisements needs to be transparent, fair, and respectful to gamers who have already invested in their AAA titles.
The future of in-game advertising in AAA games demands careful consideration. EA has the chance to pioneer a new advertising model that seamlessly integrates with the gameplay experience. By being ‘very careful’ in their approach, as CEO Andrew Wilson emphasized, EA could establish a benchmark for the industry that prioritizes user experience while exploring new avenues for growth. The gaming community is poised to share its insights and influence the evolution of in-game advertising, and it’s clear that the decisions made today will shape the future of gaming as we know it.
Related posts:
EA is looking at putting in-game ads in AAA games — ‘We’ll be very thoughtful as we move into that,’ says CEO
EA is looking at putting in-game ads in AAA games — ‘We’ll be very thoughtful as we move into that,’ says CEO
Opinion – Business – Game Dev – EA is looking at putting in-game ads in AAA games — ‘We’ll be very thoughtful as we move into that,’ says CEO
