By Cat Garrett
Video games are commonly utilized as escapism for demographics of all ages, so when developers and their partners implement advertisements, do they ruin the experience? Or are they revolutionizing the world of advertisement?
Adventureland, a small text-based adventure game, was the first time an advertisement was showcased in a virtual setting, even before the likes of Nintendo or Atari. However, the ad was a teaser for their sequel game, not another company’s product, meaning the rules and regulations were less stringent.
When the average gamer thinks about seeing advertisements in their game, several concerns arise, one of the more important ones being the disruption of immersion. Development teams have already begun to speak on this problem, including Mat Harris, the VP of Product Management at Activision Blizzard Media, who proclaims, “For immersive advertising gaming experiences to be successful, it is critical that they do not disrupt the player experience but rather, enhance it…”
My question is, how does one feel immersed in their chosen form of escape from the cruelties of the real world when Coca-Cola ads are plastered all over the virtual city? Something feels inherently dystopian about ad placements in video games. This is similar to the idea that capitalism can seep into every facet of societal norms as if there is no true way to escape.
From a business perspective, placing ads in video games makes perfect sense, especially for recruitment propaganda for the military or utility services. There is an untouched majority of gamers who, upon seeing an ad in a game with a similar thought process to that occupation, would apply.
However, thinking from that perspective leads me back to how business-oriented something meant to be entertaining has become. What are your thoughts on this topic? Do you think video game ads are a sign of economic prosperity or a capitalist dystopia?
Sources:
Comeau, A. (2022, September 12). A brief history of advertising in video games. Medium. https://medium.com/re-verb/a-brief-history-of-advertising-in-video-games-615339e2053f
Harris, M. (2024, October 7). How brands can thrive with immersive ads in gaming. 4A’s. https://www.aaaa.org/how-brands-can-thrive-with-immersive-ads-in-gaming/#:~:text=Additionally%20in%2Dgame%20advertisements%20can,the%20immersion%20for%20the%20players.
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