EA Exec Says In-Game Advertising Doesn't Pay Off
Despite the once-high hopes, Electronic Arts executive Ben Cousens says in-gamy advertizement hasn't paid off the way it was formerly awaited to.
Commemorate a couple of geezerhood back when everyone opinion that billboards and posters for veridical-life products in online games was the wave of the future and truckloads of money were being tangled at the companies that would make IT happen? Google dropped $23 jillio on AdScape, Microsoft blew $200 million on Massive, publishers were signing deals as fast as they could and even Barack Obama got in on the turn, seemly the first presidential candidate to ever buy adver infinite in a game.
But three years later, it's all become dust in the wind, dude. Cousens, the unspecialised manager of Ea's free-to-play business, same the money just isn't in that location, leastways non in the form visualised back in the day. "We actually aren't getting much from ad revenue in the least," he aforementioned in an interview with Edge. "The in-game advertising business hasn't full-grown as fast as people expected IT to."
What has grown is the microtransaction-steam-powered market for practical goods, which helium said is a much more reliable beginning of revenue that EA has managed to tap into. "We hedged our bets," he continued. "We thinking we'd neutralise-game advertising and virtual goods sales, and one of those took off really fast and the other hasn't really taken hit at all."
Cousens clarified that he doesn't guess in-game advertisement is dead, but that it's non exit to work taboo quite atomic number 3 envisioned in those heady days of 2007. "I think it's more about specific deals where you can tie the content in," he said. "We did a make do with Dr. Pepper for Battlefield Heroes, where if you buy a bottle and scan in the code you puzzle out an exclusive outfit," he said. "That kind of deep integration will work, I think, but I'm non convinced that we'll have billboards in games and things like that. Maybe those days are over."
https://www.escapistmagazine.com/ea-exec-says-in-game-advertising-doesnt-pay-off/
Source: https://www.escapistmagazine.com/ea-exec-says-in-game-advertising-doesnt-pay-off/
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