Sony CEO doesn't like in-game ads

Written by Joe Martin

January 31, 2008 // 9:56 a.m.

Tags: #advert #iga #in-game #in-game-adverts #ps3 #sony #stringer

In-game adverts are a controversial subject at best and, while some games can get away with splicing adverts into their games to bulk up their revenue, some games fail miserably at it. Most gamers seem to be of the opinion that a good game with adverts can quickly become a very bad game.

Just yesterday The Financial Times had a close look at in-game advertising as a source of revenue for games companies and spoke to some of the top men in the business about their views on the topic. Their answers may surprise you - shockingly, most of the head honchos are anti-advertising at the moment.

Bobby Kotick, Chief Executive of Activision Blizzard, was the first to weigh in on the topic, saying quickly that; "It's early days. I wouldn't go in that direction myself."

Other executives were similarly brief and negative, with Jeff Zucker of NBC Universal saying that he didn't think the business model was established enough yet for mobile and handheld advertising, but Sony CEO Sir Howard Stringer was a little more verbose.

"The [supposed] solution to everything at the moment in the digital space is adsupported," Sir Howard Stringer said. "While advertisers are happy to talk that up, there is a limit to the amount of money available."

With advertising seeping into more and more games as time goes by, one has to wonder where game publishers will draw the line. Can sponsors be content with billboards by the roadside in Burnout Paradise, or will gamers soon have to take the Duracell Road Rage Challenge in place of a game tutorial?

What are your opinions on in-game advertising and how does it affect your gaming experience? Let us know in the forums.

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