Video Ads in Anarchy Online
Beginning of July, I was mentioning the coming of TV-style commercials in games. Well, we have it now: Massive Incorporated brings video ads into Anarchy Online:
Durham, USA — July 25, 2005— Funcom, developer and publisher of top video game titles like Anarchy Online and The Longest Journey, has once again broken away from the pack to bring a bold new direction for advertisement in videogames. By working in conjunction with Massive Incorporated, creator of the world’s first video game advertising network, Funcom is now offering dynamically delivered video ads in Anarchy Online. The new advertising elements accompany the dynamic billboard ads introduced earlier this spring.
In Anarchy Online the video and audio ads start playing on billboards or other appropriate locations when gamers enter select areas or zones within the game. This ground-breaking new advertising element has two distinct applications; it can be used to dynamically deliver television equivalent 15-second advertising spots, as well as audio messaging. The advertisements, using a combination of code created by Massive Incorporated and Funcom coders and utilizing technology licensed from RAD Game tools, do not increase latency, interrupt gameplay or gather personal information from players. Like the prior advertisements, those opting for the entirely free version of Anarchy Online will see the videos as a natural part of the city environments, while paying subscribers may opt in to view the content. The first video ads were unveiled to players at the four year anniversary for Anarchy Online in June, and brought fictional video advertisements from the warring factions in the game. Now the first paid video advertisements are in, with Panasonic and Channel 4 being the first companies to kick-start the new era for advertising in games.
Will this indeed not disturb the gameplay? Will this be a problem? I can’t decide whether such ads would contribute to a good old cyberpunk feeling (who doesn’t have visions here of Bladerunner-like streets filled with neon ads?), or simply be a nuisance like they already are for me on regular TV. In a Fantasy-setting MMORPG, at the least, this would sure not be welcomed at all, if such advertisement can ever be.
I guess I’ll have to patch and log in again to see and hear that with my own eyes. I have a somewhat bad feeling about this (and not only because Anarchy Online has been the MMORPG I’ve played for the longest).
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