Will in-game advertising ruin videogames?
Dave Anderson
Senior director of business development, Activision
No more than product placement has ruined TV or films. A show like The Apprentice is a good example. By integrating brands into the weekly challenges, it not only provides great exposure for commercial sponsors but also makes the show more interesting to watch, because the contestants are working with familiar companies and products. Not all games are right for in-game advertising. But if you're trying to re-create the real world, what better way than to have real products?
Nicholas Longano
President of new media, Massive
The lasting impact of in-game advertising is that games are going to get better. Ads can enhance the realism of a game's look and feel. And I think gamers realize that in-game advertising makes financial sense. The development cost of producing great games for the new consoles has increased dramatically. If in-game ads can offset some of that cost, and if gamers gain a better experience as a result, then it's a benefit for the entire videogame ecosystem.
Angel Munoz
Founder, Cyberathlete Professional League
Videogames were the last bastion of commercial-free entertainment. Ask any hardcore gamer: With few exceptions, they'd rather have a pure experience without virtual billboards promoting some unrelated product. The trick is to provide solutions in real time. How about a game where you enter your zip code during registration? Then, after several hours of continuous play, the game could ask, "Are you hungry?" and direct you to restaurants that deliver in your area. That would be a lot better than some lonely logo on an easily ignored virtual wall.
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