EA is constantly looking for new ways to innovate. Whether that’s in debuting fresh gameplay mechanics, forging deals with IP that have yet to move into the video game space, or in this case, forging new paths to monetization, the developer is seeking ways to make a mark on the industry. Those decisions leave fans feeling mixed about the end result and, as the video game industry continues to face layoffs and extensive change, there is talk about whether these choices are what’s best for the artists and the games.
Nonetheless, EA has come up with their next big plan, which will once more divide players. Not only will there be controversy in the days ahead, as specific deals are announced, but there will also be a wider discussion on how art may be impacted by continued commercialization. EA announced that they will begin selling off ad-space within the confines of video games themselves, meaning players are being sold products even as they are trying to engage in compelling stories featuring mechanics developers have spent years crafting.
EA Is Introducing Ads In-Game
EA has decided that it will explore ways in which it can introduce ads into its video games. The premise is a simple one. As players run about a location in an open-world, or perhaps enjoy new narrative twists in a tailor-made cinematic, they will also see various ads pop up. Now, it’s easy to imagine how that might work. For instance, a player may be walking through a variation of New York, where Times Square’s many billboards are providing genuine advertisements for everything from Coca-Cola to the latest Rolex watch.
For some, there is an element of immersion there. There is a realism to this portrayal, as if one were to walk through Times Square in real life, they would see the same advertisements. EA put Madden forward as an option for a potential game series that could include some of these ads. After all, around any sporting arena, there are plenty of advertisements, hoping to sell to those in the venue and watching at home.
EA has already laid out its price brackets too, which include $100K – $199K, $200K – $499K, $500K – $999K and $1M+. What each of these exclusive options could include isn’t entirely clear, as there is plenty of negotiation to be had. But it seems, for the right money, EA is willing to sell off plenty of ad space, albeit in a limited capacity within the game.
Nothing EA has said thus far would suggest it would truly distract away from gameplay, but there will be those worried that with increased opportunities on the table, it won’t be long until their games are flooded with new advertisements. There are positives and negatives to this plan. On one hand, if games can sell ad space and be more profitable early on, it may protect hard-working staff members and allow that budget to be pushed back into the game’s development.
If the groundwork is put down for that kind of industry transition, then perhaps indie video games can particularly benefit from that shift. On the other hand, there are plenty of negatives, including the fact that these ads could distract from gameplay. What’s more, there may be controversies in the ads that are used, with the conversation around these games becoming about the sponsors, rather than the games themselves.
EA’s Latest Move Follows The Industry’s Obsession With Monetization
How EA may move ahead could partially be shaped by the industry’s evolution in recent years. It’s no secret video game developers have been searching for ways to further monetize a game. While players feel that increased disc and digital prices should be enough to secure a company’s profitability, with increased demands from shareholders and changing goalposts, it seems that monetization is an obsession that will not end.
This ad space idea is the latest iteration of that campaign, but it isn’t the only time that the industry has taken a risk in this manner. Microtransactions are a fantastic example of this. For a time, it seemed as if microtransactions were the future. Players would buy a game and then find that specific content was hidden behind a paywall or random loot boxes, that wouldn’t always reward them for how long they played. Microtransactions were technically presented as optional for players because no one had to hand over additional cash. Nonetheless, when part of the game was essentially withheld from players, even though they had bought the title, there was significant backlash.
One of the games that suffered from this very concept was EA’s own Star Wars Battlefront II. Developed in conjunction with DICE, microtransactions ruined the early experience for players, leading to the title getting rejected. Significant support and redevelopment ended up resulting in a tremendous Star Wars game that eventually abandoned the microtransactions altogether. But it didn’t matter because the damage was done and what could have been a major success for EA ended up being a managed disaster, long-term.
Due to this continued dedication to finding new ways to earn through games that have already been released, EA may create a template others could follow. Through consistent updates, a title could change its advertisements long-term. While a game might launch with a sponsorship from Snickers, for instance, in a few months’ time, Maltesers gets the prime placement in the latest Forza title. This cycle would continue, until, one would imagine, a title is no longer profitable or relevant.
The Movie Industry Has Been Advertising In-Film for Decades
This move is going to be a complete game-changer for the video game industry, bringing about, potentially, the beginning of the end for gaming on the whole. Of course, there is some sense of doom and gloom with that notion, and it’s important to look at the movie industry in support. Because the movie game has been taken over by ads in one way or another for decades. Just look at James Bond, for instance. Sponsors fight to get their cars, watches, suits and other such products woven into the story. It doesn’t detract from what’s happening, but it is visible.
This concept isn’t new to video games either. While EA might be announcing this brand-new plan, they are not the first to do so. Look to other sports titles, like the WWE series, for instance, and fans will already see product placement throughout. Classic racing games like Forza and Gran Turismo have equally created partnerships with key automobile companies, so that they may have their cars featured in the final experience. Players might even be familiar with the game Pepsiman, designed entirely to help sell more fizzy drinks.
There is definitely precedent for this move, even if it doesn’t feel all that promising. There are still worries that ads were damaging the artistic integrity of the games being produced. If sponsors are allowed to start getting a say about how a game may look or feel, how the characters act or moments where the story twists or turns, then there will be real issues ahead. This feels like it could be the start of a slippery slope. As the money starts flowing, it might be tough for studios to turn their backs on the potential ahead for this kind of financial opportunity.
One just has to hope that this plan has been put in place to protect the artists and the industry, as studios find new ways to make ends meet and to fund games that are experimental or take new risks. Whether that’s truly how it will play out remains to be seen, but for now, there’s not much players can do about this shift. Either boycott the games that involve these overt ads, or get on board with the continued commercialization of an expensive industry that was once about heart and soul.
For some, this is the start of the end for video gaming. For others, it’s the continued demise of major studios and a new chance for indie developers to rise from the ashes.