Dynamic Ads In EA’s Need For Speed: Carbon

By Shane | August 31, 2006

We saw this coming didn’t we – dynamically generated ads in video games via internet connection. We’ll never escape ads so we’ve gotten used to them to a point where we subconsciously block them out, or if they’re of interest we’ll pay attention of course. EA has announced that the upcoming Need For Speed: Carbon will contain dynamic ads where an advertiser could promote a film, soft drink or whatever. Chip Lange, EA’s vice president of online commerce, said “it was important that the ads don’t disrupt a player’s experience…” I can see billboard-style ads in a racing game as they go with the territory, and almost always have been with racing games. But once I start seeing ads that distract me from playing a game, I’m done. I think it’s a touchy process that a game publisher has to pay a lot of attention to. Will we see dynamic ads in all games in the future? Would any type of product placement work in a game like the upcoming Gear of War? Where would you place the product? If the main character whips out a Coca-Cola during battle then you’ll know we’re that much closer to watching another “movie” that we control, minus the advertising.

More on MSNBC