Midway Games announced that not only did it continue to lose money in its most recent quarter (to the tune of $38M) but that it has signed a deal with Double Fusion to offer in-game advertising for its games for next generation consoles, the Playstation 3 and XBOX 360. Stranglehold was the first game announced to include the technology. Double Fusion will sell space on game billboards, videos, and on models (such as a can of soda) similar to traditional television advertising sales. The agency hopes to reach the young male audience TV has recently lost.

I like in-game advertising when it increases the immersion - billboards and buildings in Need for Speed, for example. However I don't like the idea that there might be in-game commercials I'm forced to watch either as part of the game intro or part of videos. I'm not buying a game to be advertised to. I think Midway and Double Fusion need to be careful - the audience they seek is pretty savvy and will be quick to avoid titles that go over the line.

Posted by scottsh at Saturday February 25, 2006 - 9:44 AM | Category: Business | © 2006 Gaming Signal

I agree. In game adds are fine providing they do not detract from gameplay.

Posted by Bob on Sunday February 26, 2006 at 8:54 AM

Well I just witnessed my first "in your face" add in a game. Fight Night 3 for the xbox 360 has Dodge and Burger King add's so "in your face" that it is quite the turn off. The game is quite good though so it's definately not going to stop me from playing but I felt they went too far.

Posted by tditto on Thursday March 02, 2006 at 11:24 AM