Sony to enhance in-game advertising
Recently we reported that Electronic Arts sees in-game ads as something of relevance in the distance future; that story can be read here. To the contrary, there are those such as Sony who believes in-game ads can be something very profitable.
An example of this is through the PSN title PAIN; a distinctive game that encourages users to inflict as much damage onto the main character as possible, which is dissimilar to most games. Most games require the player to conserve the main character but PAIN encourages the player to create a realm of soreness through various stunt techniques such as sling-shooting the player into the pavement and buildings. During this process, the gamer will fly pass virtual billboards that features various real life advertisements that constantly change.
Through this, Sony wants to charge rates to advertisers depending on the number of people playing the game at any moment. If an abundance of people are inflicting pain, then rates would be high, if a small amount of people is playing, then rates would be low. In process, this would introduce a new ratings system to ad pricing for Sony videogame titles. At the moment, in game ad rates are centered on projected sales and success. Nielsen Games, a division of Nielsen Media Research will measure how many people are currently playing and what ads they can see at a particular time.
"Currently we can tell you who is playing their PlayStation 3 and other consoles, when they're playing them and what they're playing," said Guzman, Business Development & Product Strategy Director. "We can't get inside the game, at least not yet."
Unfortunately for Sony, but fortunate for the industry as a whole, Nielsen is not 100% exclusive to Sony when it comes to this:
"I hope we can extend this paradigm. Advertisers want to reach game players across all media," said Jonathan Epstein, CEO of Double Fusion, an In-Game advertising network in San Francisco. "Advertisers aren't saying they want Sony players or Xbox players, they want gamers. For this to work it has to be across all platforms, including the PC." Double Fusion places most of its ads on PCs.
"This allows clients to now purchase media with confidence, if it works," added Matthew Ammirati, president of Ammirati here, who has worked with video game clients such as Marc Ecko and Atari. "It's always been scary for clients to buy these new forms of media, but now they've got something concrete and measurable."
To place things back into Sony’s direction, Darlene Kindle, director for the new Sony in-game advertising unit, gave details to how this could benefit the company’s demographic.
"You can imagine people like Lionsgate, who publish Blu-ray movies, getting involved. Media, creative agencies and brands all want to be involved in this program,”
As videogames becomes a mainstream entertainment outlet such as movies and music, many outside businesses may want to capitalize on the new trend in hopes of making an extra buck. Electronic Arts says this is something that shouldn’t be considered now, but in the future, but others such as Sony and Nielsen Media Research believes this to be a hot community in the current.