Advertising in AO?

[Coltess]

Funcom and Massive Inc. to implement revolutionary game ad deal

24 February, 2005

Funcom , developer and publisher of top video game titles like Anarchy Online and The Longest Journey, has signed an exclusive agreement with Massive Incorporated , creator of the world’s first video game advertising network. In a revolutionary deal all free players of Anarchy Online will see dynamic in-game advertising billboards in central areas of the game. Paying subscribers will not see the advertisements.

Mitch Davis, CEO of Massive Incorporated said "We’re thrilled to add Funcom’s leading titles into our advertising network and broaden our reach with their hundreds of thousands of gamers. We’re excited about changing the game development business model to provide a new source of significant revenues beyond box sales and subscriptions and delivering a powerful new medium to global advertisers."

Last year, TV rating company Nielsen Media reported a fall in the amount of prime-time TV viewing among 18 – 34 year old men. In a report from Ziff Davis Digital Gaming they reckoned that a quarter of gamers had swapped TV watching time for playing time. Seeing that in 2003 US advertisers spent $ 12 billion on TV spots targeting young men while the equivalent figure for in-game ads was just $ 10 million, the US advertising landscape is poised to undergo changes in the years to come. As millions of young men and women change their lifestyle and entertainment habits, advertisers now finds an additional venue to reach the coveted 18 – 34 demographic through the medium of games... and Funcom takes the first step in March 2005.

Trond Aas, CEO of Funcom stated "As opposed to a medium like TV you know that the gamers eyes are always watching the screen while playing games. With official ad measurement methods from Nielsen we are sure advertisers will cherish this revolutionary new opportunity to reach the extremely valuable 18 – 34 demographic. Through our own research we know that most gamers want in-game advertisement to heighten the sense of realism. Seeing that the live billboards in Anarchy Online do not interfere with gameplay I am confident our free players will welcome the permanent continuation of our complimentary subscription in the ultimate sci-fi MMORPG."

[Draynam]

Those poor froobies.

I bet when those researched people said in-game advertising would increase the sense of realism, they were probably thinking of ads for in-game products, not real world garbage.

[Tarryk]

In my opinion, it's both what's needed and what's been coming for a long time now.

To anyone who lives in the selfish "everything must be free without ads" world of their own: Welcome To Real Life.

Business is business, and FC can't get away with running an MMOG for free and sit there and take a loss just because people trapped in their own little selfish world can't see past the truth of the almighty dollar.

This move is something I kinda saw coming, and I'm glad they finally signed a deal. I'm also definitely glad that they have a full Neilson rating system set up for it, too. The demographic practically demands it, and broadcast radio & TV are almost a thing of the past. Time for "broadcast MMOGs" to take a stance in the demo.

Anyone denouncing this move can officially [edited for content] (bwaha!). This right here is what good business is all about, and it'll help keep AO free for a good long time, while opening the door to other potentially great MMOG's to be free in the near future. I'm very glad that AO gets to be the forerunner in such a bold step of a neccessary future of an otherwise risky market.

[Firia]

Anyone denouncing this move can officially suck me.

I was all geared up and ready to make for some major internal fuming and denouncing, but now I find that there's perks to be had also? Maybe I should go verbal after all!!

So, I suppose you have a good point there Tarryk. It has potential to allow for freebie MMO's, but I have my doubts there. We may see reduced costs in monthly fee's (that's still something I guess), but in the light of "good business, I doubt it'll ever be reduced to $0/month.

My gripes are not because I feel that I should be catered to, and expect something for nothing (with no catch 22's). My gripes are mostly the advertising spectrum. They've been largely void in-game for alota games I've played. However, they're EVERYWHERE I go in "the real world." On the TV, on our busses, bill boards, in my paper. Hell! When I sign on to Keenspace to roll out the red carpet on my web comic, they'll be avertisements all over the place. They made Java pop-ups to go around the pop-up blockers that made internet use so much better (by blocking out internet ads).

So again, my gripe is that I want a haven where I can be free of pop-ups.
I suppose my solution should then be, "Pay the monthly fee then." ^_^ heh.

(Montherboard expected to arrive this friday)

[Plesk]

I agree. I think it's a great idea.

I'm on a free account (for now at least), and I know that it wouldn't bother me at all. I'm pretty sure that most other free users would agree as well. Looking at a couple of non-intrusive ads is a small price to pay for free access to AO, even if it is only AO Classic.

Just my 2 cents...

[Tarryk]

So again, my gripe is that I want a haven where I can be free of pop-ups.
I suppose my solution should then be, "Pay the monthly fee then." ^_^ heh.

Exactly. Just as those who hate ads on broadcast radio pay for XM Satellite...and those who hate ads on TV pay for HBO.

Hate ads on AO? Pay for AO.

[Mivat]

For me the current ads are pretty invisible. Part of the scenery, you might say. And if the deal between Massive and FC will keep this game (that I pretty much love both due to the fact that I'm still having fun, and the community) on the sky of MMO's out there, I'm happy.

And besides, look at it from this perspective: Take a look at any of the cities in AO. What do you see? Yes, you see a lot of people, but most have their favorite hangout-places. Apart from that, the cities are pretty dead. Mostly the same color everywhere, the same buildings and other static content and so on and so forth. Now imagine a few large signs saying "Eat At Brontoburger", or Ads for GSP. Just like in the very first parts of the subway.

Yes, commercials can be damn annoying. My favorite movie being interrupted once every 15 minutes for a commercial = grelgh. But in a game like AO, where the cities are (especially in comparison to COH, for example) largely devoid of colour and a feeling of life in general, I think that it's a good thing to have a few banners.

And besides, I do believe most of us is able to resist the influences of the advertisements, however annoying they might be.

[Gridfan]

I think this move will increase the lifespan of AO by several years indeed!
Also, it totally beats any existing MMO out there since this will allow it to
have a "free" version. Think it's called sweeping the rug away from under the competiton.

Paying customers won't notice any difference,
free customers will get to keep playing one of the best MMO's for free.

And if done right, those ingame ads for free accounts will hopefully
be designed spesifically for AO. I.e we'll see Atroxes drink Pepsi or Cola etc.
If Funcom does that then I'm def impressed.
In fact, if Funcom does stuff like THAT, I wouldn't even mind having the ads
regardless of it being a free or payed account.

As long as ads are unintrusive and entertaining I don't mind them.
The Atrox drinking som rl product would be unintrusive and entertaining imo.
Hot Opi's wearing latest Levi Jeans etc.

[Highlander]

As long as there arent pop-ups/ads generating in game, like monsters...
Though being your own pop up blocker would be fun...

[Zephem]

I don't know guys... this is going to be hard to beat the /pizza command in Everquest 2

That's cool. It's the natural progression of the MMORPG development process for it to end up like this. I was saying a long time ago that it was going to happen regardless.

The problem with other games is that there really isn't an avenue for these advertisements to go into play. You look at a fantasy world, and really, where do you see a place to have elaborate advertisements and still fit into the world? AO is fortunate since they already have billboards in places, so they'll add more in certain key areas, etc.

Oh, and the cities all looking the same is a feature of the future. Or, at least, symbolic of what will happen in the future

[Decavolt]

As a new business model, I think this is a great step for AO and other MMO's. I'm have no doubt that this move is very much tied with the new free thought 2006 offer. Ads in-game already exist all over the place. Most are for the game itself, some are for things outside of the game like GSP ads in the Subways (I'd like to see more of that particular billboard outside as well ). I don't see any problem at all with making better use of those billboards in a way that will prolong the life of the game, and help retain players as well as bring new ones in (free accounts).
Yeah, advertising pisses me off most of the time and I'm fed up with it being in my face everywhere... but there are good places and uses for it. When it's done well, it's pretty great. It's when it's done poorly and forced on us that it gets irritating. I don't see this move by AO as the latter at all. It'll be pretty passive, and the benefits by far outweigh the drawbacks.

[Crushproof]

This is a great thing for gamers for two reasons:

1. It adds additional funds to the pool for Funcom. Thus allowing them to add additional staff working on the game, while in no way intruding on paying customer's gameplay. It's a no loose situation for those paying to play.

2. It allows Funcom to provide a play (part of the game) for free service, which is the best way I've seen to attract actual paying customers to the game. (once those playing for free want to explore more in game material) More customers means more funds for Funcom... which (as above) means more developers, more content, more fixes!

Funcom has a truly groundbreaking idea here.

[Nexeus]

You know, technialls, we at GSP do the same thing, granted the funds go right back into contests and other player based things (players as in not us). So I see no real huge big deal with it, if they are using it to continue to implement the froob account (which is an idea I do like)

[Tarryk]

The one arguement I can agree to is that the placement of ads to PAID subscribers...which I'm very glad they're not doing.

Granted, Alienware already did that via contract, so it's understandable that we (paid subscribers) will continue to see that particular ad, but that was via financial sponsorship of an entire expansion pack, so that's something that can be lived with.

Personally I'm with Decavolt that the entire concept of advertisements everywhere you look can become taxing on the eyes and brain. Everything in the world comes with a pop-up window. Alas, it's part of the world, and turning an MMOG into a free-with-ads or pay-without-ads is a fantastic idea. It's revenue, and as said already in this thread, revenue equals more staff and more support for the game we love.

And Nexeus brings up a good point that also points over to our account with live365.com. If someone wishes to pay a few bucks a month for a VIP account at live365.com, they'll no longer have the ads thrown at them when they tune in. But the ads are there as a comprimise to something being free to use. Can't complain, that's for sure.

[Tristalyn]

I don't think it's a BAD idea, but I am curious to see how it all ties into the actual roleplaying of the game.. hard to rolepaly living in an alternate universe during a time either long ago or far into the future with current real world ads around you.. That's really the only bad I see in it.

[FoxyJama]

I live in a large city where I'm surrounded by thousands and thousands of billboards every day. If someone offered an alternative to allow me to drive to work without these intruding on the landscape around me, I'd gladly pay. I'm a froobie in AO, and I'm *loving* it. I will most likely pay to have current and future expansions when I reach the point that it's necessary for me to progress in the game, but I wouldn't mind seeing a few in game billboards around in exchange for continuing to play for free.

So when are dancers and social players going to be able to sell their bodies as ad-space? I at least want a GSP T-shirt!

[Boinky]

I'm not sure FC intended this originally or not. Perhaps the flood of froobies prompted a need for more fundage. Anyway, it's fine by me. I'm even curious to see the ads since I'm a paying customer who also opened a froobie account so I get to see the world from both sides of the flipped coin. I just hope they don't get too intrusive with the advertsing...

Eleet: R U Nubi?
Eleet: Why not have a Sprite?
Eleet: Guranteed to be more refreshing than a Plumbo!

Shade Outlaw: Step into a Slim Jim!

(y'know that reminds me, what exactly do you have to do to become a Shade 'Outlaw' Did they rob the Shade Stagecoach or shoot down the Shade 'Sherriff' at the Shade OK Corral? Also shouldn't Shade Outlaws have some sort of secret hideout instead of say wandering around out in the open all the time?)

[Tarryk]

I was actually thinking about different in-game tactics of advertising as well, and giving myself a good chuckle.

Like right when a mob has pwned you thoroughly and you're falling to the ground...

You have died!
Your items will be sent to the nearest reclaim terminal in 75 seconds!
Drink Pepsi!

o.O

[Boinky]

Or even more insidious ideas. You die, end at reclaim and...

Your items will be reconstructed after answering 5 questions.

Would your death have been easier to handle if you had a Zinger? 1 2 3 4 5

umm 1

Do you prefer Twinkies to Zingers? Y N

umm X?

[Decavolt]

I don't think it's a BAD idea, but I am curious to see how it all ties into the actual roleplaying of the game.. hard to rolepaly living in an alternate universe during a time either long ago or far into the future with current real world ads around you.. That's really the only bad I see in it.

Call me a buzzkill but... I think that's taking RP just a step too far. It's role-play, not role- "the-world-in-my-head-must-be-without-flaws or else I-can't-possibly-play-this-game because it's-just-not-real-enough". When playing Monopoly, I don't get irritated because the board has a copyright symbol on it and thus brings my fantasy game-world crashing into reality.

That's not much different from people that go to see fantasy movies about dragons and wizards and non-existent creatures, and then bitch about some effect or action not being real. "It was great when Blipflop the Super Kungfu Wizard summoned a lard beast from an alternate dimension and then moved a mountain with his mind, but when he started to fly I was like, pshh, that's just stoopid. It just wasn't realistic." FFS, none of it's real.

I'm waiting to see the effect of the login screen and character creation process on RP. It could totally screw up the whole of RP because people don't "log in" to reality, and having a login screen just fucks up the whole RP dynamic.