Electronic Arts has launched its new advertising service, enabling its customers to place their branding within EA’s games. While Microsoft is still mulling over how it can inject advertising into its Xbox games and/or services, EA Advertising is here and for now, keeping things somewhat normal-looking. Most would object to advertising in games, but Electronic Arts is currently keeping its branding placement in places that most are accustomed to. From team jerseys to score banners, field walls, shoes, etc., most sports fans are used to seeing brand advertisements, and EA is making use of this in its games.
“Join some of the most iconic games on the planet with some of the most invested communities online. Each franchise, its own culture. Whether it’s EA SPORTS FC, EA SPORTS™ Madden NFL, EA SPORTS™ College Football, EA SPORTS™ NHL®, skate., or The Sims, you inherit the fandom.”
– EA
The following snapshots are from the official EA Advertising page featuring short video examples. As stated by EA, it’s “Where Brands Come to Play”.
EA has already signed a multi-year deal with VISA, and has partnerships with State Farm, Coach x, Vans x skate. Product placement packages include: “Custom vanity kits, ultimate team packs, branded challenges & live events across EA SPORTS and clothing & furniture drops in Sims.”
Brand placement can also be embedded into videos via replays or overlays, just as seen in a real-world broadcast.
“Sponsored replays, branded overlays, or video spots inside the broadcast layer. Your brand shows up the way a real media partner would, in moments players rewatch, clip, and share. One of the most attentive audiences in media, watching like it’s always been there.”
-EA
The genie is out of the bottle, and it’s only a matter of time until other game publishers begin offering their own advertising services. The question is just how long until one crosses the line in angering the gaming community with something truly obnoxious that totally detracts from the gaming experience. Multiple execs within the industry have already stated that the goal is not to disrupt the gaming experience, but only time will tell when this golden rule becomes a complete afterthought.
Discussion (8 replies)
Join Discussion →Welp guess I'll need to start blocking those servers, too.
An escape , who needs it?!
Not you, not with EA.
Depends on the game... can you imagine... advertising in a game like GTA. "Look at my video of my toon banging a prostitute in front of the Catholic Church advertisement. LOL's." Because we ALL know that would happen.
Or pick some convoluted terrible action in front of a brand that considers themselves the pillar of the community.
Look I killed everyone in front of the Johnson and Johnson advert! Video on line now!
Back in the day [back in the decade?] when City of Heroes was still on the official NCSoft servers they experimented with this.
After all Paragon City is a 'modern' type mega-city like New York with actual in game billboards advertising Crey and other in game products and companies. I thought it would be awesome to see Coke or Nike speed runners with a super speed type or Nike Air with a flyer. Advertisers could have had a lot of fun and maybe the original game could have stayed open.
Sadly there were some loud voices that seeing real world brands, names, etc, would break immersion and the idea got shut down.
One wonders if those same voices will be heard again?
Team Sports ( as mentioned check)
Racing ( check)
Sim games ( depends but largely check, the sims mentionef, but many.other types can go there, farming, ' garage/ mechanic stuff etc)
War / battlefield ( depends on era but mostly check)
Fighting, if ufc, boxing, wrestling ( check)
Non team sports like tennis, golf ( check)
(I guess sports is really screwed)
Music games ( likely check, now you play in the visa stage and what not)
Then proceed to make games around the ads will be the problem.
But yes, it does gave a limit as to which games can be ad laden, just so happens ea makes its living out of a lot of sports and crap like this.
Id hate it if this becomes too widespread though.
I can see it now.. "Miss that last turn, try a monster energy, proven to enhance reaction times and ocular clarity by .3% during gaming."
"You seem to be slowing down, need something to eat? Try ordering Domino's Pizza, Click here to order now!"
"Your K/D ratio is below 10-1, Time to skill up, click here to book a session with our specialized Frag Masters!"
I seem to recall seeing ads for Pizza Hut and other real-life brands in Crazy Taxi...
That was weird. Any time I see advertisements for real-life sh1t in video games it's weird.
It must work though, cuz I had never heard of Soap Shoes until Sonic Adventure 2, and both my brother and I ended up with our own Soap Shoes cuz of that. And I couldn't use them for sh1t. A fool and his money are soon parted...
Ghostbusters had Doritos and I think maybe Coca Cola or something. They actually had to remove them with the remastered version. I almost remember those old 8-bit summer/winter/olympic games having something but that was soooo long ago that I'm really not sure.