Electronic Arts does not plan to introduce TV commercials to -apkrig games
In the aftermath of the news from the past holidays, we must return to the case that erupted around Electronic Arts, so that it could be quickly extinguished again through official statements. Axios magazine, which has quietly established itself as a source of relatively interesting and often exclusive information about video games, has reported on the playerWON advertising platform, through which television commercials are to be implemented in games. The first partners of video game developers and publishers were to be Hi-Rez STudios and Electronic Arts, which automatically raised a wave of concerns that beyond creative types of monetization, players will have to endure even 30-second commercials. At the same time, they were supposed to cover games on PCs and consoles and were used to unlock other content in free to play titles. But at least from the point of view of Electronic Arts, it is supposed to be a fiction, and a company spokesman has refuted that a similar agreement with the playerWON platform would ever be reached.
The clarification was provided by PC Gamer, but it states that case it is not closed yet and other studios can use the advertising system in addition to Hi-Rez. “Following false reports indicating that we are about to introduce television commercials to our console games, we wanted to make it clear that we are not addressing this issue, nor have we signed any agreements in this regard,” says Electronic Arts. A spokesman for the company added that the priority remains to create the best possible gaming experience, with which ads in free to play games do not seem to intervene. The question, of course, remains whether an agreement was never really reached, or whether only EA responded quickly to a number of critical responses and quickly. reverse gear. In the discussions, players also ask why the spokesman specifically mentioned “console” games, and whether it is just a response to a question from PC Gamer, or an indication that PC games may be related to advertising?
The reason for the involvement of advertisements and a direct link with game elements and content, the Simulmedia representative explained as a way in which free to play games will be able to continue to work.
If playerWON were eventually involved, the games would, of course, target short groups of young players between the ages of 18 and 34 through short commercials, which are difficult to reach with traditional video marketing methods. Simulmedia, which owns the playerWON platform, also said that to unlock the desired content, the player-viewer would have to watch the entire ad and it would not be enough to just wait a few seconds and then skip the spot, such as on YouTube. The reason for the involvement of advertisements and a direct link with game elements and content, the Simulmedia representative explained as a way in which free to play games will be able to continue to work. According to Simulmedia, as many as 90 percent of players do not buy any content in a free game, but on the other hand, gaming companies – with the exception of EA – do not seem to complain about this payment model. After all, if the system did not work as it is, no other such games would be created.
In addition, real in-game ads don’t have a very good history, and direct implementation is usually referred to as a curiosity. Exceptions do exist, of course – sports or racing games, for example, are de facto advertisements for the industries they process – but when advertisements around a football field, for example, are no interactive gameplay that players have to deal with for longer. Sometimes the commercials also look inappropriate, such as in Death Stranding, where billboards lured to a film with Norman Reedus, who at the same time lent his appearance and voice to the main protagonist. Even in this case, however, Kojima Productions did not seem to set a new direction, and the involvement of playerWON would find the closest comparison with very annoying commercials in mobile titles.
