Monday, December 05, 2005


Ads in Games

Ars Technica brings discusses a report by Activision-Nielsen which says ads in games work. I could see the report a little self-serving given the sponsors, but I think there is some truth to the idea of ads working in games. The ads can be direct (bulletin boards, watermarks, etc.) or indirect (included car designs in racing games). The Military Channel watermarked the war video footage in Call of Duty 2, which is the best game I've played so far this year. I don't mind as long as it doesn't detract from the game like the constant placements of FedEx did for Cast Away.

"We're all over this film," said Gayle Christensen, managing director of FedEx's global brand management. We're really a character central to the movie. We really felt strongly that adding even more promotion to that might go over the top."

FedEx a co-star? Absolutely. And it was over the top.

Oh wait. This is about ads in games. We'll talk about ads in movies later. :-)

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