Friday, October 18, 2019

New Software Allows Developers to put Real-World Ad's in Video Games, Claiming It Won't Break Immersion

New Software Allows Developers to put Real-World Ad's in Video Games, Claiming It Won't Break Immersion

https://www.frameplay.gg/

Frameplay is a startup company from Australia that is now based out of San Francisco. They came and spoke at my school (I am a marketing major and one of the execs is alum) and it doesn't sound horrible (bear with me). They plan on allowing ad's to be in games, but as actual parts of the world (ex billboards, like in the demo). They say the ad is customizable, allowing for different game types (8 bit, post apocalyptic, etc.). This would allow game devs for non-triple A games to make a bit of extra cash. It would also relieve the need for loot-boxes and micro transactions. If advertisements are going to be in my games on way or another, I'd rather this than the alternative.

That being said, they didn't speak much on how much of your data they will record and use / sell to advertisers. This is what bothers me. The ad's will be targeted to the player, and the game developer can specify what "type" of ads are shown (so that a candy ad isn't in a war sim or something of the like), but cannot specify what companies' ads are shown, or anything like that. I also do not know the effect on game performance. It kind of calls me back to the Axe billboards in Need For Speed: Most Wanted. Even scarier; this could potentially lead to games being made to play for free that are meant to be completely filled up with in-game ads.

In Sum:

On one hand, it could really help indie game developers generate money, while still keeping their game immersive. On the other hand, Advertisements in games are almost always bad and data tracking is not nice. Check it out for yourself.