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Tuesday, April 12, 2005
Advertising in Video Games
8:26 AM | Marcus Albers | Comment on this story

The New York Times has posted an article about a new agency that specializes in allowing companies to advertise their products and services inside video games. The agency, Massive, is pushing to make advertising in video games as prevalent as sporting events and Times Square.

Currently the technology that Massive has developed only works with PCs connected to the Internet. But Mitchell Davis, chief executive of Massive, says that eventually the technology will work in Xbox and PlayStation 2 online games.

The technology is a far cry from Spot drinking 7-Up drinks. Massive's technology downloads new advertising information from the Internet to keep the ads fresh in the game. A billboard that displays an ad for T-Mobile one minute might be displaying an ad for Axe body spray the next.

While many companies think that this is a boon for advertising, other's are more skeptical:

"I don't want to pick up a sword and have it read Nike on the side," said Jeff Evertt, a video game player and programmer. But less intrusive product ads would not necessarily bother him, he said. Brian Fisher, another gamer and programmer, agreed.

"If the character drinks a Pepsi to get health points, it doesn't bug me," Mr. Fisher said.

Both Mr. Fisher and Mr. Evertt, who work at different video game studios, said they would be concerned if advertisers tried to dictate how and when the ads appeared.

"I don't want to have to go to Nike and get approval," said Mr. Evertt, speaking hypothetically.

Click the link below to read the rest of the article.

A New Reality in Video Games: Advertisements

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